零售行业捆绑销售策略对顾客忠诚影响实证研究

本文基于关系投资模型,实证研究了零售行业捆绑销售策略对顾客忠诚的影响。结果表明,零售企业除了能在短期内实施捆绑销售策略增加促销效果以外,还能够在长期中实施捆绑销售策略提升顾客忠诚。具体做法是,企业应重点关注价格折扣的使用,从而间接地提高顾客忠诚;注重提高捆绑销售的产品或者服务之间的互补性;如果捆绑销售的产品或者服务互补性低,企业则应该相应地提高该产品或者服务组合的价格折扣,从而获得较大的个人投入与顾客忠诚。

An Empirical Study on the Influences of Bundling Strategy on Customer Loyalty in China's Retailing Industry

In light of the relationship investment model,this study develops a model of the influences of bundling on customer loyalty.The results of the three-step regression analyses indicate that it is a mediated moderating model.Specifically,controlling for other variables,this study finds that price discount and product complementarity elicit positive impact on customer loyalty,however,indirectly by means of relationship investment.Moreover,price discount is found to generate a greater impact on customer loyalty than product complementarity.In addition,this study finds that a negative impact on loyalty will be generated if price discount and product complementarity are interacted.In addition to these theoretical contributions,the findings of this study have provided managerial suggestions to marketers on how to use bundling strategy effectively to maintain customer loyalty.