消费者创新性对顾客忠诚的影响

发布时间：2019-05-17 16:57

【摘要】：近年来,随着买方市场特征的日益显著,企业竞争策略开始从单纯的争夺顾客向保留顾客转变。鉴于当前消费者创新性对顾客忠诚的重要作用,研究消费者创新性对顾客忠诚的影响,对于我们更好地认识顾客忠诚形成机制并指导顾客关系管理实践具有十分重要的意义。基于消费者视角,借助计划理论与调节聚焦理论探讨消费者创新性对顾客忠诚影响的内在机理可以发现,消费者创新性对顾客忠诚具有负向影响,且这种负向效应不受顾客满意度水平高低影响。同时,消费者创新性对顾客忠诚两个维度的影响存在差异,即消费者创新性负向影响行为忠诚,而对态度忠诚并无显著影响。考虑到消费者创新性对顾客忠诚及其具体维度的影响,为更好地进行企业顾客关系管理,必须关注目标顾客消费者创新性程度,特别是重视目标市场中消费者创新性程度较高的那部分顾客。企业在追求顾客忠诚时,不能仅仅关注顾客满意,还要充分认识消费者创新性对顾客忠诚的负向影响,将注意力转向企业外部,关注消费者创新性程度,采取适当的营销策略合理防止消费者创新性程度较高的顾客发生购买行为转移。
[Abstract]:In recent years, with the increasingly significant characteristics of the buyer's market, the competitive strategy of enterprises has begun to change from simply competing for customers to retaining customers. In view of the important role of consumer innovation in customer loyalty, it is of great significance to study the influence of consumer innovation on customer loyalty for us to better understand the formation mechanism of customer loyalty and guide the practice of customer relationship management. From the perspective of consumers, with the help of planning theory and adjustment focus theory, it can be found that consumer innovation has a negative impact on customer loyalty by exploring the internal mechanism of the influence of consumer innovation on customer loyalty. And this negative effect is not affected by the level of customer satisfaction. At the same time, there are differences in the influence of consumer innovation on customer loyalty, that is, consumer innovation negatively affects behavior loyalty, but has no significant effect on attitude loyalty. Considering the influence of consumer innovation on customer loyalty and its specific dimensions, in order to better carry out enterprise customer relationship management, we must pay attention to the degree of innovation of target customer consumers. In particular, we pay attention to the customers who are more innovative in the target market. When enterprises pursue customer loyalty, they can not only pay attention to customer satisfaction, but also fully understand the negative impact of consumer innovation on customer loyalty, turn their attention to the outside of the enterprise, and pay attention to the degree of consumer innovation. Adopt appropriate marketing strategy to prevent customers with high degree of innovation from purchasing behavior transfer.
【作者单位】：武汉科技大学城市学院经管学部;
【分类号】：F274

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