捆绑销售情境下顾客态度忠诚对转换意愿的影响机制——基于我国移动通信市场的实证分析

发布时间：2018-04-04 00:19

本文选题：捆绑销售　切入点：态度忠诚　出处：《中国流通经济》2017年02期

【摘要】：随着我国移动通信市场的日趋饱和,增势逐渐减缓,各大通信运营商之间竞争异常激烈,因服务差异性小,顾客流失与转换成为移动通信服务商面临的一大难题。以我国运营商推出合约机这一捆绑营销活动为背景,基于理性行为理论,利用756个有效样本对顾客忠诚与顾客转换之间内在作用机理进行深入分析发现,顾客态度忠诚负向影响顾客转换意愿,且服务忠诚较产品忠诚对顾客转换意愿影响更大;主观规范负向影响顾客转换意愿;转换成本负向调节顾客产品忠诚与转换意愿之间的关系;转换成本负向调节顾客服务忠诚与转换意愿之间的关系;替代者吸引力与转换成本和顾客转换行为之间存在显著的三维交互效应。因此,为更好地进行顾客关系管理,增强顾客忠诚,降低顾客转换意愿,应当选择那些深受顾客喜爱、有利于获得顾客忠诚的产品来进行捆绑销售;应当在捆绑销售等营销创新活动背后,致力于提供高质量的产品和服务,避免过度依赖捆绑产品;应当通过提供可以满足顾客特殊需要、更加优惠、更加人性化的定制化服务来提高顾客转换成本。
[Abstract]:With the gradual saturation of the mobile communication market in China, the increasing trend is gradually slowing down, and the competition among the major communication operators is extremely fierce. Because of the small service difference, the loss and conversion of customers has become a major problem faced by mobile communication service providers.Based on the rational behavior theory, this paper analyzes the internal mechanism of customer loyalty and customer conversion by using 756 effective samples.The negative influence of customer attitude loyalty on customer turnover will be greater than that of product loyalty.The conversion cost negatively regulates the relationship between customer loyalty and turnover intention, and the conversion cost negatively regulates the relationship between customer service loyalty and turnover intention.There is a significant three-dimensional interaction between attractiveness and switching cost and customer switching behavior.Therefore, in order to better carry out customer relationship management, enhance customer loyalty, reduce customer switching willingness, we should choose those products which are deeply loved by customers and which are conducive to obtaining customer loyalty.Behind innovative marketing activities, such as bundling, efforts should be made to provide high-quality products and services and avoid over-reliance on bundled products; they should be made more favourable by providing products that meet the specific needs of customers,More humane customized services to increase customer switching costs.
【作者单位】：北京联合大学商务学院;
【基金】：北京市哲学社会科学基金项目“微营销时代品牌营销驱动机制研究”(15JGB082)
【分类号】：F274;F623

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