| 连续性服务业中企业形象对顾客转换意向的影响 |
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| 引用本文： | 程鹏飞,刘新梅.连续性服务业中企业形象对顾客转换意向的影响[J].管理评论,2011(7). |
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| 作者姓名： | 程鹏飞 刘新梅 |
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| 作者单位： | 西安交通大学管理学院; |
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| 基金项目： | 西安交通大学“985工程”项目(07200701) |
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| 摘 要： | 企业形象是顾客基于长期消费经验形成的对企业的态度,并对顾客的购买决策产生影响。本文以移动通信行业为例研究了连续性服务行业中企业形象对顾客转换意向的影响。通过对368名手机用户的调查分析,实证结果表明:企业形象不但会直接降低顾客转换意向,还会起到顾客满意到顾客转换意向的中介作用,起到一个缓冲器的作用。尽管替代者的吸引会直接提高顾客的转换意向,但是替代者的吸引对企业形象的作用却不显著。
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| 关 键 词： | 企业形象 连续性服务业 转换意向 顾客满意 替代者的吸引 |
The Effect of Corporate Image on Customer Switching Intention in Continuous Service Industry |
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| Cheng Pengfei , Liu Xinmei.The Effect of Corporate Image on Customer Switching Intention in Continuous Service Industry[J].Management Review,2011(7). |
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| Authors: | Cheng Pengfei Liu Xinmei |
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| Institution: | Cheng Pengfei and Liu Xinmei(School of Management,Xi'an Jiaotong University,Xi'an 710049) |
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| Abstract: | Corporate image is an attitude that customers develop towards a company through cumulative consumption experience and it affects customer's purchase decision.Taking mobile telecommunication industry as an example,this paper studies the effects of corporate image on switching intention in continuous service industry.Through a survey of 368 mobile phone users,the empirical results show that: the corporate image not only directly decreases customer's switching intention,but also mediates,as abuffer,the relatio... |
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| Keywords: | corporate image continuous service industry switching intention customer satisfaction alternative attractiveness |
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