基于客户生命周期理论的汽车私人消费者忠诚模型研究

发布时间：2018-05-19 02:26

本文选题：客户生命周期理论 + 汽车　；参考：《武汉理工大学》2013年硕士论文

【摘要】：维系忠诚的顾客作为企业取得竞争优势的源泉,是企业持久发展的基础。汽车作为使用寿命较长、技术复杂的耐用消费品,在销售及售后服务方面具有一定的行业特殊性,针对这类耐用消费品的顾客维系需要建立有针对性的维系策略。而类似于产品生命周期,顾客在购买及使用产品的过程中也存在生命周期,依据顾客生命周期的不同,相应的顾客保持策略也应作相应调整。因此,研究汽车消费者在汽车购买和消费过程中的各个阶段顾客忠诚的主要影响因素有哪些、各影响因素对顾客忠诚的影响程度如何具有一定的现实意义。根据汽车购买对象的不同可将汽车消费者分为汽车私人消费者与集团消费者,本文选取汽车私人消费者为研究对象,以国内外已有的客户生命周期理论、客户忠诚理论为基础,开展顾客深度访谈。结合汽车行业销售和服务特点,划分了汽车私人消费者生命周期,并建立了汽车私人消费者忠诚的静态模型。通过实施问卷调研,辅以SPSS17.0对预试问卷的测量量表进行了修正与分析,以此编制了正式问卷。利用结构方程建模软件AMOS7对各阶段的汽车私人用户样本进行分析,对已建立的静态忠诚模型展开实证研究,构建了动态的顾客忠诚模型,以了解消费者在顾客生命周期的各个阶段的忠诚驱动机理。依据实证研究结果,提出汽车企业客户保持和资源配置策略的建议,研究过程及结论为汽车企业及经销商在保持客户资源方面带来启示。本文的创新之处在于紧密结合汽车行业私人消费者购买与使用的特性,将顾客生命周期理论与顾客忠诚理论结合起来,以汽车行业的私人消费者为样本,构建了动态的顾客忠诚模型,弥补了以往研究中有理论而无实证、或有实证但实证行业不是耐用消费品行业的局限,进一步扩展了客户关系管理中基础理论的应用。
[Abstract]:Maintaining loyal customers as a source of competitive advantage is the basis for the sustainable development of enterprises. As the durable consumer goods with long service life and complicated technology, the automobile has certain industry particularity in sales and after-sales service. In order to maintain the customers of this kind of durable consumer goods, it is necessary to establish a targeted maintenance strategy. Similar to the product life cycle, the customer also has a life cycle in the process of purchasing and using the product. According to the different customer life cycle, the corresponding customer retention strategy should be adjusted accordingly. Therefore, it is of practical significance to study the main influencing factors of customer loyalty in each stage of automobile purchase and consumption, and how these factors affect customer loyalty. Automobile consumers can be divided into automobile private consumers and group consumers according to the different purchase objects. This paper selects automobile private consumers as the research object, based on the existing customer life cycle theory and customer loyalty theory at home and abroad. Conduct in-depth customer interviews. Combined with the characteristics of auto industry sales and service, the life cycle of automobile private consumers is divided, and the static model of automotive private consumer loyalty is established. Through carrying out questionnaire investigation and SPSS17.0, the measurement scale of pre-test questionnaire is revised and analyzed, and the formal questionnaire is compiled. The structural equation modeling software AMOS7 is used to analyze the samples of automobile private users in various stages, and the established static loyalty model is studied empirically, and the dynamic customer loyalty model is constructed. To understand the customer loyalty driving mechanism at all stages of the customer life cycle. According to the results of empirical research, this paper puts forward some suggestions on customer maintenance and resource allocation strategy of automobile enterprises. The research process and conclusions bring enlightenment to automobile enterprises and dealers in maintaining customer resources. The innovation of this paper is to combine the characteristics of purchasing and using of private consumers in automobile industry, and combine the theory of customer life cycle with the theory of customer loyalty, taking the private consumers of automobile industry as a sample. This paper constructs a dynamic customer loyalty model, which makes up for the limitations of the previous researches that there are theories but no empirical studies, or empirical industries are not durable consumer goods industry, further expand the application of the basic theory in customer relationship management.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.471

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