成都理工大学学报（社会科学版）
成都理工大學學報（社會科學版）
성도리공대학학보（사회과학판）
JOURNAL OF CHENGDU UNIVERSITY OF TECHNOLOGY(SOCIAL SCIENCES)
2014年
4期
80-83
,共4页
顾客赢回%感知回归价值%回归意向%顾客流失%准实验设计
顧客贏迴%感知迴歸價值%迴歸意嚮%顧客流失%準實驗設計
고객영회%감지회귀개치%회귀의향%고객류실%준실험설계
customer win-back%perceived switch-back value%switch-back intention%The loss of the customer in the service sector%quasi-experimental design
在顾客关系管理研究中，顾客获取、顾客维持、顾客忠诚都得到了较为深入的研究。而对于流失顾客的赢回研究是长期来被学者们忽视的一角。本文以顾客赢回为背景，从实证的角度考察了顾客流失原因及不同水平的赢回策略对顾客感知回归价值及顾客回归意向的影响。研究表明，因企业自身原因而导致流失的顾客在面对相同水平的赢回提供时，表现出较低的价值感知和回归意向；同时，高水平的赢回措施对顾客的感知价值和赢回意向产生显著积极作用。文章最后为顾客赢回今后的研究提出了几点建设性意见。
在顧客關繫管理研究中，顧客穫取、顧客維持、顧客忠誠都得到瞭較為深入的研究。而對于流失顧客的贏迴研究是長期來被學者們忽視的一角。本文以顧客贏迴為揹景，從實證的角度攷察瞭顧客流失原因及不同水平的贏迴策略對顧客感知迴歸價值及顧客迴歸意嚮的影響。研究錶明，因企業自身原因而導緻流失的顧客在麵對相同水平的贏迴提供時，錶現齣較低的價值感知和迴歸意嚮；同時，高水平的贏迴措施對顧客的感知價值和贏迴意嚮產生顯著積極作用。文章最後為顧客贏迴今後的研究提齣瞭幾點建設性意見。
재고객관계관리연구중，고객획취、고객유지、고객충성도득도료교위심입적연구。이대우류실고객적영회연구시장기래피학자문홀시적일각。본문이고객영회위배경，종실증적각도고찰료고객류실원인급불동수평적영회책략대고객감지회귀개치급고객회귀의향적영향。연구표명，인기업자신원인이도치류실적고객재면대상동수평적영회제공시，표현출교저적개치감지화회귀의향；동시，고수평적영회조시대고객적감지개치화영회의향산생현저적겁작용。문장최후위고객영회금후적연구제출료궤점건설성의견。
In the study of customer relationship management,customer acquisition,customer maintenance,customer loyalty,have been researched deeply.But the customers win-back is ignored for a long time.The article based on win-back customer,from the perspective of empirical ,research the influence of reason of defected and win-back strategies of different levels on customers perceive the return value and customer return intention.the results showed that:the customers’defected experience and customers’demographic variables had a significant impact on switch-back intention.For example,when offered the same level provide,the customers’return intention who defected due to enterprise factors would significantly lower than the customers who defected due to internal factors.At the same time,a high level of win-back provide have significant influence on the customer perceived value and return back intention The article finally propose Suggestions for the further research.
