上海某瑜伽企业消费行为对续卡率影响实证研究

发布时间：2018-03-17 17:23

本文选题：消费者满意度　切入点：消费者忠诚度　出处：《复旦大学》2013年硕士论文　论文类型：学位论文

【摘要】：顾客忠诚度是对企业生存和发展具有重要意义的营销问题,长期以来一直受到学术界和实践界的广泛、高度关注。一直以来,大家普遍接受顾客忠诚度和企业收益之间的正向关联关系,并在企业实践中为提高顾客忠诚度设计了各种活动,例如,常旅客计划、会员制、积分返点等。其中,会员制近年来被越来越多的服务型企业所采用,健身俱乐部更是几乎都采用了这种顾客吸纳和消费模式。中国的健身中心经过20多年的发展,品牌数量迅速增长,同时也面临国外知名的健身品牌持续不断的竞争。按照西方国家的经验,健身中心的收入高度依赖于客户的续卡率高低。但是,预付费的会员制模式本身存在消费与购买两个过程相分离的现象。续卡作为一种重复购买行为,在以往的研究中普遍作为衡量顾客忠诚度的一个行为指标,顾客消费同样也是一个衡量顾客行为忠诚的指标。那么在预付费的会员制体制下,这两者之间的关系如何?这两种顾客忠诚的行为指标同企业的收益之间的关系又是怎样的?本文对中国某连锁瑜伽俱乐部多年的购买和消费数据进行实证研究,分析续卡行为的重要性和评估消费者光顾瑜伽中心的频率对于其续卡率的影响。我们通过线性回归和描述性统计分析,对数据进行分析拟合。结果表明,消费频率与会员的续卡率有正相关。同时我们也发现,对于第一次做续卡抉择行为的顾客有一个续卡门槛,对老顾客则有天花板效应。最后,通过公式推导,进一步证明了客户行为对瑜伽中心利润增长的重要性。
[Abstract]:Customer loyalty is a marketing issue of great significance to the survival and development of enterprises. It has long been widely and highly concerned by academic and practical circles. It is generally accepted that there is a positive correlation between customer loyalty and enterprise income, and various activities have been designed to improve customer loyalty in enterprise practice, such as frequent traveler plan, membership system, point of return, etc. In recent years, membership system has been adopted by more and more service-oriented enterprises, and almost all fitness clubs have adopted this pattern of customer absorption and consumption. After more than 20 years of development, the number of brands in Chinese fitness centers has increased rapidly. According to the experience of western countries, the income of fitness center is highly dependent on the customer's rate of renewal. However, The prepaid membership system itself has the phenomenon of separation between consumption and purchase. As a kind of repeated purchase behavior, renewal card has been widely used as a behavioral index to measure customer loyalty in previous studies. Customer consumption is also a measure of customer loyalty. What is the relationship between the two under the prepaid membership system? What is the relationship between these two indicators of customer loyalty and the income of the enterprise? This paper makes an empirical study on the purchase and consumption data of a chain yoga club in China for many years. To analyze the importance of resuscitation behavior and to evaluate the influence of consumers' frequency of visiting yoga centers on the rate of resuscitation, we analyzed and fitted the data by linear regression and descriptive statistical analysis. There is a positive correlation between the frequency of consumption and the renewal rate of members. At the same time, we also find that there is a threshold of renewal for the first time customer, and a ceiling effect for the old customer. Finally, the formula is derived. Further proof of the importance of customer behavior to Yoga Center profit growth.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F719;F713.55

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