感知实绩、顾客满意与顾客忠诚--微观层次上的审视

最近几十年来,对顾客满意-企业利润之间关系的认识不断深化,使得对顾客满意的研究得到了很大的发展.其中,顾客忠诚被认为是顾客满意影响企业利润的中介.然而,对于顾客满意影响顾客忠诚的微观过程,目前缺乏一致的结论.我们采用声誉、重复消费意向和推荐他人消费意向作为中间变量,对顾客感知实绩、满意和忠诚之间的因果联系进行了实证研究.结果表明,顾客满意同顾客忠诚之间并无直接的因果联系,因此,企业在制定市场份额策略时,不应该仅局限于提高感知实绩和顾客满意的范畴,而应从多个角度出发来提高顾客忠诚.     

Managing Internet Product Returns: A Focus on Effective Service Operations

Product returns present one of the biggest operational challenges in the world of Internet retailing due to the sheer volume and cost of processing returns. But returns also represent an often‐missed opportunity to manage customer relationships and build customer loyalty to the retailer. Based upon data from a survey of 464 customers of five different Internet retailers, this article explores how firms' returns management systems affect loyalty intentions. We draw upon extant literature in the fields of Internet retailing, service quality, supply chain management, and customer satisfaction/loyalty to develop a model and a set of hypotheses relating ten latent variables in the service returns offering area. Our resulting structural equation model provides evidence of the impact of the returns management system upon customer loyalty intentions. The model also identifies effects on loyalty intentions arising from customers' satisfaction with, and perceptions of, the value of the returns service offered. These findings will help inform managers' choices regarding investment in the returns management system as an element of service quality improvement and a potential means of improved profitability. In addition, this study's empirical exploration and testing of a returns management model in the Internet retailing environment is a contribution to the currently underrepresented body of academic literature linking marketing and supply chain management in the context of end consumers.     

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.     

顾客满意与顾客忠诚之间关系的实证研究

顾客忠诚日益受到企业的追逐.在传统的营销学教科书中,培育顾客忠诚的最有效手段是让顾客满意,许多顾客忠诚计划都是以顾客满意为中心而设计的.然而,实务界所得出的结论却并非如此,顾客满意并不必然给企业带来相应的顾客忠诚.因此,需要重新审视这两者之间的关系.作者采用实证研究方法,首先从理论上鉴定了顾客满意和顾客忠诚的本质,并区分了不同的满意程度和忠诚类型.然后,研究了这两者之间的对应关系.结果认为,顾客满意是顾客忠诚的必要条件而不是充分条件,随着满意程度的提高,顾客会更加趋向于忠诚,但并非线性关系.根据研究的结论,企业制定顾客忠诚计划时,首先,对于不同忠诚类型的顾客,应该采取不同的策略;其次,企业应该致力于"让顾客非常满意",而非简单地追求"顾客满意";最后,除了提高顾客满意度外,企业还应该为顾客创造其他条件,才能获得真正的顾客忠诚.     

网络环境下顾客忠诚的形成机制研究

顾客忠诚的驱动因素等静态分析已非常丰富,但尚缺乏顾客忠诚度形成过程的动态研究。本文以二次网络购物作为研究背景,通过前后两次配对取样,探讨顾客忠诚度的形成机制。第一次取样获得493份有效问卷,三个月后再次取样,获得有效配对数据383对。研究结果发现,单次顾客满意度与单次顾客忠诚度的关系与以往研究的结论一致,具有正向显著影响;在时间动态效应下,再购顾客满意度对顾客忠诚的形成具有完全中介作用;更重要的结论是,基于二次购物的体验,顾客满意度对顾客忠诚的形成具有递推式影响,并可追溯到第一次购物体验的满意度,以此为基础构建顾客忠诚的形成机制模型。     

非交易类虚拟社区用户忠诚度影响因素实证研究

在已有文献基础上,建立了非交易类虚拟社区用户忠诚度影响因素理论模型,并提出了相关假设。设计了关于非交易类虚拟社区用户忠诚度影响因素的调查问卷并进行了实证调查。研究发现:感知质量与感知价值、满意度、信任显著正相关;感知价值与满意度显著正相关;满意度与忠诚度显著正相关。信任与忠诚度没有显著的相关性。     

Physician perspectives on the structure and function of group practice HMOs

This article explores physicians' perspectives regarding how their HMOs function and their satisfaction with and loyalty to HMOs. Three HMOs were studied: a mature (28-year-old) staff model, a 16-year-old staff model, and a 13-year-old group model with both HMO and fee-for-service patients. While these HMOs were found to vary somewhat in terms of emphasis on patient care versus costs, methods used to control costs and degrees of centralization of decision making, they all received high overall satisfaction and loyalty scores. The staff model HMO with a more decentralized decision making structure received the highest satisfaction/loyalty score from its physicians. The degree to which physicians perceive the HMO to be effective and supportive and the use of educational programs and peer review to influence resource use were also found to be significantly related to physician satisfaction and loyalty.     

网上交易服务质量四维度对顾客满意及忠诚度影响的实证分析

一般研究认为,网上购物的忠诚度比传统行业低。究其原因,除了产品本身的质量因素外,网上交易的服务质量也是一个非常关键的因素。本文基于Parasuraman的E-S-QUAL量表将网上交易服务质量从有效性、履约性、系统可用性和私密性四个维度来进行分析。在此基础上,采用了基于PLS统计分析方法的结构方程模型,探索网上交易服务质量四维度对顾客满意及服务忠诚度的影响情况。本研究很好地揭示中国消费者特殊的网上交易心理与行为,研究成果对网络销售企业具有一定参考价值。     

A data mining framework for targeted category promotions

This research presents a new approach to derive recommendations for segment-specific, targeted marketing campaigns on the product category level. The proposed methodological framework serves as a decision support tool for customer relationship managers or direct marketers to select attractive product categories for their target marketing efforts, such as segment-specific rewards in loyalty programs, cross-merchandising activities, targeted direct mailings, customized supplements in catalogues, or customized promotions. The proposed methodology requires customers’ multi-category purchase histories as input data and proceeds in a stepwise manner. It combines various data compression techniques and integrates an optimization approach which suggests candidate product categories for segment-specific targeted marketing such that cross-category spillover effects for non-promoted categories are maximized. To demonstrate the empirical performance of our proposed procedure, we examine the transactions from a real-world loyalty program of a major grocery retailer. A simple scenario-based analysis using promotion responsiveness reported in previous empirical studies and prior experience by domain experts suggests that targeted promotions might boost profitability between 15 % and 128 % relative to an undifferentiated standard campaign.     

运动鞋品牌形象对感知-满意-忠诚关系的影响研究

本文采用文献回顾和定性研究相结合的方法,提出了运动鞋品牌形象4维度测量模型,它包括:产品功能、产品外观、公司形象、品牌个性;并以此建立了品牌形象各维度对感知-满意-忠诚关系的影响机制模型;对该模型进行了实证检验。数据研究表明:品牌个性对质量、价值、满意和忠诚均没有显著影响;产品外观对质量和价值没有显著影响,而其对满意和忠诚有显著影响;产品功能和公司形象直接影响质量;产品功能对价值、满意均有直接和间接影响,而其对忠诚有间接影响;公司形象对价值、满意和忠诚均有直接和间接影响。     

网络购物顾客忠诚度影响因素的实证研究

顾客忠诚度是网络商家维护市场地位、保持持续竞争优势的重要因素。然而,网络环境下顾客忠诚度的复杂性和不确定性却成为阻碍电子商务进一步发展的瓶颈。因此,本文通过对以往文献的梳理,构建了以信任、在线网站特性、线下物流服务质量、顾客满意度、转换成本为外因潜在变量,以顾客忠诚度为内因潜在变量的假设模型,并以问卷调研的方式收集实证数据,采用因子分析和结构方程模型揭示网络环境下顾客忠诚度的影响因素和作用机制。研究发现：在网络环境下,信任不仅可以通过影响顾客满意度来间接地影响顾客忠诚度,而且可以成为顾客忠诚度的直接前因变量;在线网站特性和线下物流服务质量共同作用于顾客满意度的提升,并间接地影响顾客忠诚度的积累;顾客满意度和转换成本是网络环境下顾客忠诚度的主要影响因素。研究结论较为全面地反映了网络环境下顾客忠诚度的影响因素和作用机制,对于网络零售商有针对性地实施顾客忠诚计划有着十分重要的参考价值。     

Waiting: integrating social and psychological perspectives in operations management

Waiting time is an important issue in service operations management because of its impact on customer satisfaction and operations capabilities. This paper examines waiting time from a social and psychological perspective. It provides a conceptual framework which identifies social and psychological factors that affect perceptions of waiting. The conceptual framework enables service managers to rethink operational issues, such as layout design, process choices, and service delivery from customers’ perceptions of waiting. Assimilation–contrast theory suggests that perceived waiting time be linked to expected waiting time and its gap leads to customers’ overall evaluation of service. A customer’s willingness to accept delay is related to the causes for delay as explained by attribution theory. Approaching waiting time from a stress management theory, this paper provides service managers with various stress-reduction mechanisms such as giving customers advance notice of expected waiting time, speeding up pre-process waiting time, and acknowledging customers’ rights to quick service. These practical suggestions can aid service managers in reducing perceived waiting time, enhancing customers’ waiting experience, and improving queue management.     

期望和竞争对管理人员满意和忠诚的影响研究

以我国企业的中高层管理人员为对象,通过实证分析,研究期望和竞争对员工满意和忠诚度的影响,并进一步建立基于期望和竞争的员工满意与忠诚度模型。实证分析显示,员工价值低于期望对满意度评价所带来的负面影响要比员工价值高于期望所带来的正面影响大。此外,本企业的员工价值与竞争对手企业所能提供价值的比较也直接影响到满意度的高低,高层管理人员的满意度更受竞争情况的影响。对于忠诚度,高层和中低层管理人员离职倾向都显著地受到期望与竞争的影响,对2组人员来讲,竞争比期望对离职倾向的影响要更显著,而且中低层管理人员的总体离职倾向要比高层管理人员高。     

Value relevance of advertising expenditure: A review of the literature

This paper presents a review of the relevant empirical literature on advertising value relevance. The current dominant accounting practice is to treat advertising as a current period expense. There has been growing evidence, however, to suggest that advertising should be viewed as an investment in long‐term brand equity. While the primary focus is on the valuation studies of advertising expenditure, the paper also provides an overview of various other studies that relate advertising to profitability or sales of the firm or industry to investigate the effects of advertising expenditure. As a consequence, it is emphasized that there has been a recent shift to the use of valuation models in exploring the nature of advertising expenditure. Since market value captures both the current and future profitability effects of advertising, valuation models are often seen as a better alternative in exploring the intangible nature of advertising expenditure. It is found that the bulk of evidence on advertising value relevance comes from the US, where there has historically been greater disclosure of advertising expenditure. There appears to be little evidence on this matter in the UK, however. This may largely be attributed to the lack of advertising data availability in the UK.     

基于公平理论探讨服务补救质量影响的实证研究——来自中国电信服务行业的证据

企业与客户交易时并不会一帆风顺,当客户面对交易过程中出现的故障时,不同服务补救措施会如何对客户感知、满意度和信任度产生影响?本文区别于以往实验或准实验法为主的定性或定量研究,引入组织行为学的公平理论,采取真实客户服务数据,基于不同客户类型深入探讨服务补救质量对客户满意、客户信任和客户忠诚的影响.实证研究发现,服务补救质量对感知价值、满意和信任均会产生正向作用;大客户对服务补救过程中的"互动公平"最为重视,公众客户更为强调"结果公平"的影响.这就告诉服务型企业应如何采取补救措施,大客户看重过程,一般客户更看重结果.本文从理论和实践两方面为服务补救领域的研究提供了有力证据.     

企业形象对顾客态度忠诚与行为忠诚的影响模型——来自零售银行业的证据

企业形象在学界与业界已经成为一个重要议题,但企业形象与顾客忠诚之间的确切关系尚未得到深入研究。本文探讨了企业形象通过顾客价值和顾客满意对顾客忠诚的作用机理。以零售银行业为刺激物的实证研究结果表明:(1)企业形象不但直接正向影响顾客态度忠诚,而且通过顾客价值和顾客满意间接地正向影响顾客态度忠诚;(2)企业形象是最重要的顾客态度忠诚决定因素;(3)顾客态度忠诚是联结企业形象、顾客价值、顾客满意与顾客行为忠诚的唯一中介因素。本研究对于推动我国零售银行业用心塑造积极的企业形象具有重要启示。     

基于顾客满意和顾客忠诚关系的市场细分方法研究

在顾客满意与顾客忠诚的相关关系方面,目前国内外许多学者都有不同的研究和看法。本研究认为,对于不同的顾客群体,顾客满意对顾客忠诚具有不同的影响,从而也为企业带来不一样的价值和利润。本研究尝试采用一种新的聚类回归方法,根据顾客满意和顾客忠诚的关系细分顾客群体,并以手机行业为例进行实证分析,探寻哪些顾客群体的满意度对忠诚度影响较高,哪些顾客群体其忠诚与否基本不受满意度的影响。     

中国居民性别差异对消费信贷盈利贡献的实证测度——来自商业银行信用卡业务的证据

为了测度性别差异对消费信贷盈利贡献的影响机制，本文基于商业银行信用卡业务103455个账户及其过去一年的交易记录，构建了性别差异对消费信贷盈利贡献的中介效应模型。结果显示：在综合效应方面，女性对消费信贷的盈利贡献显著高于男性。在中介效应和直接效应方面，性别差异通过影响交易频率对消费信贷盈利贡献有显著影响，贷款规模和风险水平对盈利贡献有负向完全中介效应，交易金额、忠诚度、最后一次交易距离目前的时间对盈利贡献无显著影响。说明消费金融机构应改变规模驱动的粗放发展路径，转向提升交易频率的客户经营策略。我国应大力发展女性经济及消费生态，提升整体贡献水平。     

考虑策略型消费者行为的零售商订货及忠诚计划联合决策研究

顾客忠诚计划是零售商的重要销售策略之一. 本文针对两期折扣问题中零售商的订货和积分回馈计划投入的联合决策问题,基于完全理性假设,并结合问题的实际情况,考虑了全价期单期以及全价期和折扣期两期的积分回馈计划,构建了基于这两种积分回馈计划下的策略型消费者决策模型. 分析了不同积分回馈计划对策略型消费者行为的影响,进而讨论了零售商在不同决策下的收益情况,探索了零售商订货和积分回馈计划联合决策的制定. 研究发现：(1)积分回馈计划会对策略型消费者行为产生影响,从而影响零售商的决策和收益;(2)订货和忠诚计划制定的联合决策有利于零售商提高收益;(3)对于单位成本低的商品,面向全价期的积分回馈计划的最优收益提升较大;(4)对于商品价值与实际价格差异较小的商品,积分回馈计划对最优收益的提升作用较大. 具体而言,如果商品单位成本小于等于折扣价,则面向全价期的积分回馈计划的最优收益提升较大,反之,则面向全价期和折扣期的积分回馈计划的最优收益提升较大.     

The Impact of Limited Supply on a Firm's Bundling Strategy

A firm's two‐product bundling decision is examined when the supply of one product is limited and consumer valuations are normally distSteckeributed. The firm can choose to sell products separately and/or through a bundle. We find that the impact of limited supply on a firm's bundling decision depends on the correlation between the consumer valuations of the two products as well as the symmetry level of the two products in terms of their attractiveness (how much they are valued by consumers). When the valuation correlation is high and the symmetry level of the two products is low, limited supply can drive bundling. When the valuation correlation is low or the symmetry level is high, limited supply can drive no bundling. When the attractiveness of both products are low or the valuation correlation is very high, limited supply has no impact on a firm's bundling decision: The firm should not bundle for all supply levels. This study offers a new driver for product bundling: the limited supply of a product. The existing bundling literature suggests that a firm should bundle symmetric products that have a low consumer valuation correlation, when bundling is driven by consumer valuation heterogeneity reduction. In contrast, when bundling is driven by limited supply, a firm should bundle asymmetric products with a high consumer valuation correlation. The benefit of supply‐driven bundling depends on the severity of supply limitation. When supply limitation is moderate, bundling creates value by expanding the market of the less attractive product. When supply limitation is severe, bundling enables a firm to extract a higher margin from the less attractive product.