| 顾客转换成本研究综述 |
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| 引用本文： | 桑辉,王方华.顾客转换成本研究综述[J].哈尔滨工业大学学报(社会科学版),2006,8(2):102-106. |
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| 作者姓名： | 桑辉 王方华 |
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| 作者单位： | 上海交通大学,上海,200030 |
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| 摘 要： | 顾客转换成本,即顾客因转换产品或服务的供应商而引发的成本,它的存在影响了企业间的竞争策略,自上世纪80年代以来学术界对因顾客转换成本的存在而引发的相关问题进行了大量的研究。根据这些研究所解决问题的性质可将这一研究领域大致划分为四大部分:顾客转换成本的类型及其产生的根源,顾客转换成本与竞争策略的关系,顾客转换成本的测量以及顾客转换成本与顾客行为的关系,其中顾客转换成本与顾客行为将是未来的主要研究方向之一。
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| 关 键 词： | 顾客转换成本 竞争策略 测量 顾客行为 |
| 文章编号： | 1009-1971(2006)02-0102-05 |
| 修稿时间： | 2005年4月7日 |
Overview of Study on Consumer Switching Costs |
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| SANG Hui,WANG Fang-hua.Overview of Study on Consumer Switching Costs[J].Journal of Harbin Institute of Technology(Social Sciences Edition),2006,8(2):102-106. |
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| Authors: | SANG Hui WANG Fang-hua |
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| Abstract: | The competitive strategy of an enterprise may change because of consumer switching costs,which refer to the costs occurred when consumer switches the suppliers.Scholars have researched a lot in this field.According to the issues discussed in the former researches,this field can be classified into four parts: types and causes of consumer switching costs,consumer switching costs and competitive strategy,consumer switching costs measurement and consumer behavior in relation to consumer switching costs.Consumer switching costs and consumer behavior will be the main research area for further study. |
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| Keywords: | consumer switching costs competitive strategy measurement consumer behavior |
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