客户忠诚决定因素实证研究

在现有研究成果的基础上提出了一个描述客户忠诚与其决定因素之间关系的综合理论 模型. 选择中国IT 分销行业为背景,聘请专业调研公司以上门走访的方式收集了367 个企业 客户的样本数据,然后利用结构方程建模(SEM) 软件EQS5. 7b ,对该模型作了检验. 检验结果 表明:客户认知价值、客户满意、客户信任和转移成本是客户忠诚的四个决定因素,其中客户认 知价值是核心决定因素,对客户忠诚有着最大的影响. 讨论了实证结论对企业CRM 实践的指 导意义.

Experimental research on determinants of customer loyalty

A synthesized theory model which describes the relationships between customer loyalty and its determin2 ing factors is put forward by integrating current related research result . Based on Chinese IT distribution industry , with the help of a professional survey company , a sample data of 367 actual customers is collected. Then , the cus2 tomer loyalty model is tested by means of the statistical analysis method of structure equation modeling(SEM) . The result shows that customer perceived value , customer satisfaction , customer trust and customer switching cost are the four determinants of customer loyalty , and among them the customer perceived value has the most important affection to customer loyalty. The guidance significance of experimental research conclusions to CRM is discussed.