财经论丛
財經論叢
재경론총
Collected Essays On Finance and Economics
2010年
2期
91~96
,共null页
虚拟券商 客户忠诚度 驱动模型
虛擬券商 客戶忠誠度 驅動模型
허의권상 객호충성도 구동모형
virtual broker; customer loyalty; driven model
本文在总结虚拟券商的客户忠诚度的驱动因素的基础上,通过对网络证券客户的抽样调查,探讨了虚拟券商顾客忠诚的影响因素,分析了各个因素对顾客忠诚的不同影响程度,揭示虚拟券商客户忠诚的关键影响因素,并据此建立了虚拟券商客户忠诚的驱动模型。研究结果表明,虚拟券商要争取更多的忠诚用户,就必须综合考虑品牌、佣金、网络技术等影响因素,制定差异化的竞争战略。这对虚拟券商提高网络证券顾客忠诚度、提升竞争力有一定的指导意义。
本文在總結虛擬券商的客戶忠誠度的驅動因素的基礎上,通過對網絡證券客戶的抽樣調查,探討瞭虛擬券商顧客忠誠的影響因素,分析瞭各箇因素對顧客忠誠的不同影響程度,揭示虛擬券商客戶忠誠的關鍵影響因素,併據此建立瞭虛擬券商客戶忠誠的驅動模型。研究結果錶明,虛擬券商要爭取更多的忠誠用戶,就必鬚綜閤攷慮品牌、傭金、網絡技術等影響因素,製定差異化的競爭戰略。這對虛擬券商提高網絡證券顧客忠誠度、提升競爭力有一定的指導意義。
본문재총결허의권상적객호충성도적구동인소적기출상,통과대망락증권객호적추양조사,탐토료허의권상고객충성적영향인소,분석료각개인소대고객충성적불동영향정도,게시허의권상객호충성적관건영향인소,병거차건립료허의권상객호충성적구동모형。연구결과표명,허의권상요쟁취경다적충성용호,취필수종합고필품패、용금、망락기술등영향인소,제정차이화적경쟁전략。저대허의권상제고망락증권고객충성도、제승경쟁력유일정적지도의의。
Based on a summation of the drivers of the customer loyalty of the virtual broker, the paper investigates the factors influencing the customer loyalty of the virtual broker with a sample survey among online stocking clients. The difference between factors influencing the customer loyalty is discussed to reveal the key factors. According to that, driver-model of the customer loyalty of the virtual broker is built. The results show that aiming at more loyal customers, virtual brokers should take these factors into consideration, such as brand, commission and network technology and formulate differential competitive strategy. The conclusion is an instructive guidance for visual brokers in the customer loyalty enhancement and competitiveness promotion.