改革与战略
改革與戰略
개혁여전략
Reformation & Strategy
2011年
2期
51~53
,共null页
顾客忠诚 推荐行为 忠诚分类模型
顧客忠誠 推薦行為 忠誠分類模型
고객충성 추천행위 충성분류모형
customer loyalty; recommendation; disaggregated model of customer loyalty
在产品同质化程度越来越高,产品信息可以从网络不受限制获取的市场背景下,对于追求个性化消费的学生群体,以重复购买和情感偏好定义的顾客忠诚对消费者进行界定并不能客观诠释其消费角色。已有的研究发现高重购频率并不严格伴随真实忠诚情感。基于此,文章把推荐行为加入忠诚维度中,建立了以重购频率、情感忠诚以及推荐行为作为衡量因素的三维顾客忠诚分类模型,找出80后消费者的分类,并就几种主要消费者给出企业相应的销售建议。
在產品同質化程度越來越高,產品信息可以從網絡不受限製穫取的市場揹景下,對于追求箇性化消費的學生群體,以重複購買和情感偏好定義的顧客忠誠對消費者進行界定併不能客觀詮釋其消費角色。已有的研究髮現高重購頻率併不嚴格伴隨真實忠誠情感。基于此,文章把推薦行為加入忠誠維度中,建立瞭以重購頻率、情感忠誠以及推薦行為作為衡量因素的三維顧客忠誠分類模型,找齣80後消費者的分類,併就幾種主要消費者給齣企業相應的銷售建議。
재산품동질화정도월래월고,산품신식가이종망락불수한제획취적시장배경하,대우추구개성화소비적학생군체,이중복구매화정감편호정의적고객충성대소비자진행계정병불능객관전석기소비각색。이유적연구발현고중구빈솔병불엄격반수진실충성정감。기우차,문장파추천행위가입충성유도중,건립료이중구빈솔、정감충성이급추천행위작위형량인소적삼유고객충성분류모형,조출80후소비자적분류,병취궤충주요소비자급출기업상응적소수건의。
Under the market background of high product homogenous level and mass product information,classing clients with customer loyalty which defined by repeat purchases and emotional preference is inaccurate.Informed research shows that loyal emotion does not always follow with high repurchase frequency.Consequently with recommendation this paper builds a triadic disaggregated model of customer loyalty consisted of repurchase frequency,loyal emotion and recommendation and determines the category of customers in China then makes corresponding suggestions about some typological customers.
