客户保持动态模型的研究

利用生命周期理论揭示出的客户关系的动态特征,可以建立一个基于客户关系生命周期的客户保持动态模型.模型用于描述客户保持的四个决定因素--客户价值、客户满意、客户信任和转移成本,及其如何驱动客户关系不断从低级阶段向高级阶段发展,并在客户关系生命周期的不同阶段建立不同层次客户忠诚,揭示客户保持的四因素之间、四因素与客户忠诚(用重复购买意图、交叉购买意图、价格忍耐力和客户推荐意图四个指标度量)和客户关系生命周期之间、客户忠诚与客户关系生命周期之间的相互关系.

A Dynamic Model of Customer Retention

This paper presents a dynamic model of customer retention based on customer relationship life cycle. This dynamic model describes a possible processes of what customer relationship moves from lower to higher relational phases by the four factors i.e. customer value, customer satisfaction, customer trust and switching cost, and displays how a various levels of customer loyalty such as behavior loyalty, mental loyalty and sustainable loyalty are cultivated at different relational phases, and reveals the relationships between four factors and customer loyalty (measured by repurchase intention, cross\|buying intention, customer referral intention and price tolerance) and customer relationship life cycles.