校园分期平台顾客忠诚实证研究

发布时间：2018-05-08 09:23

本文选题：校园分期平台 + 顾客忠诚　；参考：《北京交通大学》2017年硕士论文

【摘要】："互联网+"和体验经济双重背景下的互联网金融市场的变化拉动了互联网信贷消费的快速成长,校园分期平台也得到快速成长。校园分期是分期付款业务的新形式,主要面向的是学生市场,因此是一种学生主导的分期付款业务。在这样的情况下,企业和商家不断涌入,互联网信贷消费领域的竞争也日趋升级。面对同质化竞争日趋激烈的现状,仅靠差异化服务这点细微的差异必定不能使企业成功并长久发展,维持顾客忠诚才是校园分期平台企业发展的良方。本文试图探讨校园分期平台具体情境下,顾客心理契约等变量是否直接或间接的影响顾客忠诚。本文首先进行了文献的梳理,论述本研究所需的相关理论,回顾国内外研究学者对于顾客心理契约、顾客感知价值、顾客转换成本、顾客忠诚等理论的内容,试图探索和总结它们之间的关系。通过对国内外研究学者理论研究的梳理,本文确定了校园分期平台顾客忠诚的研究模型,提出了校园分期平台情境下影响顾客忠诚变量之间的关系假设。本文采用问卷调查的方法,对校园分期平台顾客忠诚模型进行实证分析,对前文假设进行了验证,得出了:顾客心理契约的满足显著正向影响顾客忠诚,在关系型顾客心理契约和顾客忠诚的关系中顾客转换成本反向作用明显,在顾客心理契约和顾客忠诚的关系中顾客感知价值的中介作用非常显著等结论。根据对校园分期平台顾客忠诚影响因素研究的结果,提出了一些建议,例如:着眼于内部构建心理契约,加强外部联动,发挥顾客感知价值的中介作用,与银行征信系统相衔接,建立互联网金融对外披露制度,完善校园分期平台征信平台建设等建议。
[Abstract]:Under the dual background of "Internet" and "experience economy", the change of Internet financial market has promoted the rapid growth of Internet credit consumption, and the campus staging platform has also been growing rapidly. Campus installment is a new form of installment business, which is mainly aimed at the student market, so it is a student-led installment business. In this case, enterprises and businesses continue to flood, Internet credit consumption area of competition is also escalating. In the face of the increasingly fierce competition of homogeneity, the subtle difference of differentiation service alone can not make the enterprise succeed and develop for a long time. Maintaining customer loyalty is the best way for the enterprise to develop on the campus stage platform. This paper attempts to explore whether the variables such as customer psychological contract directly or indirectly affect customer loyalty under the concrete situation of campus staging platform. This paper firstly combs the literature, discusses the relevant theories needed in this study, and reviews the theories of customer psychological contract, customer perceived value, customer conversion cost, customer loyalty and so on at home and abroad. Try to explore and summarize the relationship between them. By combing the theoretical research of domestic and foreign scholars, this paper determines the research model of customer loyalty in campus staging platform, and puts forward the hypothesis of the relationship between customer loyalty variables in the context of campus staging platform. This paper uses the method of questionnaire to analyze the customer loyalty model of campus staging platform, and verifies the above hypothesis. The conclusion is that the satisfaction of customer psychological contract has a significant positive effect on customer loyalty. In the relationship between customer psychological contract and customer loyalty, the reverse effect of customer switching cost is obvious, and the intermediary function of customer perceived value is very significant in the relationship between customer psychological contract and customer loyalty. Based on the results of the research on the influencing factors of customer loyalty in the campus staging platform, some suggestions are put forward, such as focusing on the internal construction of psychological contract, strengthening the external linkage, and giving play to the intermediary role of customer perceived value. Connecting with the bank credit system, we should establish the Internet financial disclosure system and perfect the construction of the campus credit platform by stages.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6;F832.4

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