| 民航顾客资产驱动因素与顾客满意感和忠诚感关系的实证研究 |
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| 引用本文： | 田金梅,汪纯孝,齐文娥.民航顾客资产驱动因素与顾客满意感和忠诚感关系的实证研究[J].中国管理科学,2008(Z1). |
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| 作者姓名： | 田金梅 汪纯孝 齐文娥 |
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| 作者单位： | 华南农业大学经济管理学院;中山大学服务性企业管理研究中心; |
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| 摘 要： | 作者在我国17个民航公司进行了一次实证研究,探讨顾客资产驱动因素和子驱动因素与顾客满意感、归属感和忠诚感的关系。聚类分析与罗吉斯蒂回归分析结果表明,资产价值不同的两类顾客对各类顾客资产驱动因素与子驱动因素的评估存在显著的差异,对民航公司的满意感、归属感和忠诚感也存在显著的差异。顾客对民航公司的满意感、归属感和忠诚感主要是由各类顾客资产驱动因素和子驱动因素决定的,而并非是由顾客的人口统计特点决定的。因此作者指出,民航公司可根据顾客重视的顾客资产驱动因素与子驱动因素细分顾客,针对不同的顾客采取不同的营销策略。
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| 关 键 词： | 顾客资产 顾客资产驱动因素 顾客满意感 情感性归属感 意向性忠诚感 |
A Study on the Relationship among Customer Equity Drivers,Customer Satisfaction and Loyalty in Airlines |
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| TIAN Jin-mei,WANG Chun-xiao,QI Wen-e.A Study on the Relationship among Customer Equity Drivers,Customer Satisfaction and Loyalty in Airlines[J].Chinese Journal of Management Science,2008(Z1). |
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| Authors: | TIAN Jin-mei WANG Chun-xiao QI Wen-e |
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| Abstract: | The authors have done an empirical study on 17 Chinese airlines to explore the relationship among customer equity drivers,sub-drivers,customer satisfaction,affective commitment and intentional loyalty.The results of cluster analysis and logistic analysis indicated that customers with higher asset value are more satisfied with, committed and loyal to firms.Customer perceived sacrifice is negatively related to customer satisfaction,affective commitment and intentional loyalty,while value equity,brand equity,r... |
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| Keywords: | customer equity customer equity drivers customer satisfaction affective commitment intentional loyalty |
| 本文献已被 CNKI 等数据库收录！ |
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