对不同类型顾客忠诚意愿的影响因素及其强度差异研究

运用顾客忠诚理论和满意理论，将顾客满意、转换成本和品牌认同等因素置于顾客忠诚意愿影响分析视图下，以移动通信服务顾客忠诚调查为背景，开展影响因子分析和萃取；经过单因素方差分析检验，确定显著影响主因子集；针对3类顾客忠诚意向的影响因子的Logistic回归模型，讨论忠诚意向的影响主因子构成及其强度差异特性。

Factors Influencing Customer Loyalty Intention of Different Types and Their Impacting Differences

Based on customer loyalty theory and satisfaction theory, the main factors influencing customer loyalty intention and their strength difference features are studied by the survey of customer loyalty in mobile telecommunication services, in which customer satisfaction, switching cost and brand cognitive are added to loyalty impact analysis system. In this paper, exploratory factor analysis is developed to extract three construct dimensions. Then One-Way ANOVA is conducted to identify the main factors set. Finally, loyalty intention influence factors for three types of customers are analyzed by Logistic regression model.