顾客忠诚对盈利能力的影响效应

本文通过构建顾客忠诚与顾客盈利能力关系的数学模型,探讨该数学模型的函数性质,论证了顾客忠诚与顾客盈利能力并非是单调递增关系.同时发现,只有当顾客忠诚培养成本固定不变时,顾客盈利能力才随着顾客忠诚度单调递增.当顾客忠诚培养成本随顾客忠诚度的增大而增大时,存在阀值θ^*,使得盈利能力在[0,θ^*)区间随顾客忠诚度的增大而增大,在[θ^*,1]区间则随顾客忠诚度的增大而减小.论文还讨论了忠诚培养成本率、顾客实现购买率和每次消费金额的大小对θ^*的影响.最后,依据研究结论,提出相应的管理建议.

The Effect of Customer Loyalty on Profitability

This article proposes a mathematical model to explore the relationship between customer loyalty and customer profitability deeply.By researching the function property of the mathematical model,it is demonstrated that the impact of customer loyalty on profitability is non-monotonic.Only if the cost of cultivating loyalty is fixed,profitability increases monotonically with the size of customer loyalty.Otherwise,there is a threshold which lets profitability increase with the size of customer loyalty when θ∈[0,θ^*) and decrease when θ∈[θ^*,1].In addition,the paper discusses how the cost rate of cultivating loyalty,purchase arrival rate and monetary at each time affect the size of θ^*.Finally,some management suggestions are given according to the findings.