高星级酒店转换壁垒对顾客再购意向的影响研究——兼论顾客承诺的中介作用

发布时间：2018-05-24 13:35

本文选题：转换壁垒 + 顾客承诺　；参考：《旅游科学》2012年06期

【摘要】：顾客满意只能部分解释顾客再购意向。转换壁垒的有效设置可以帮助高星级酒店更好地留住顾客,提升顾客对酒店的利润贡献度和关系嵌入度。本文在回顾国内外相关研究的基础上,以高星级酒店顾客为研究对象,深入探讨了转换壁垒对顾客再购意向的影响。数据分析结果显示,转换壁垒可以划分为程序类、财务类和关系类转换壁垒这三个维度,验证了这一研究结论在酒店业的有效性;关系类转换壁垒对顾客再购意向有着显著的直接正向影响,同时关系类转换壁垒通过情感性承诺间接影响顾客再购意向;程序类转换壁垒与财务类转换壁垒对顾客再购意向没有显著的直接影响,然而,这两类转换壁垒通过顾客承诺间接影响顾客再购意向。
[Abstract]:Customer satisfaction can only partially explain the customer's repurchase intention. The effective setting of conversion barriers can help high star hotels to retain customers better and enhance the profit contribution and relationship embedding degree of customers to the hotel. On the basis of reviewing domestic and foreign related research, this paper takes high star hotel customer as the research object, deeply discusses the influence of conversion barrier on customer repurchase intention. The result of data analysis shows that the conversion barrier can be divided into three dimensions: program class, financial class and relationship class, which verifies the validity of this research conclusion in hotel industry. The relationship class conversion barrier has a significant direct positive impact on the customer re-purchase intention, and the relationship class conversion barrier indirectly affects the customer re-purchase intention through emotional commitment. Procedural barriers and financial barriers have no direct impact on customers' repurchase intention. However, these two types of barriers indirectly affect customer repurchase intention through customer commitment.
【作者单位】：中山大学管理学院;
【基金】：教育部人文社会科学研究项目“基于价值创造的服务性企业战略联盟体系研究”(09YJC630234)
【分类号】：F224;F274;F719

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