企业经济
企業經濟
기업경제
Enterprise Economy
2012年
3期
80~83
,共null页
动态视角 顾客忠诚 工业品
動態視角 顧客忠誠 工業品
동태시각 고객충성 공업품
dynamic perspective; customer loyalty; industrial products
从动态角度出发，将工业品的顾客忠诚分成形成、维持、流失三个阶段，并对忠诚形成阶段和维持阶段的影响因素进行了实证研究。对我国珠三角地区的电子类制造企业进行了抽样调查，运用结构方程模型等工具对调研的数据进行分析验证。结果表明，随着顾客忠诚关系的不断发展，影响顾客忠诚的因素也发生了相应的变化，顾客忠诚形成阶段的主要影响因素是顾客价值和服务质量，忠诚维持阶段的主要影响因素为顾客信任。在此基础上，构建了工业品顾客忠诚的动态发展模式。
從動態角度齣髮，將工業品的顧客忠誠分成形成、維持、流失三箇階段，併對忠誠形成階段和維持階段的影響因素進行瞭實證研究。對我國珠三角地區的電子類製造企業進行瞭抽樣調查，運用結構方程模型等工具對調研的數據進行分析驗證。結果錶明，隨著顧客忠誠關繫的不斷髮展，影響顧客忠誠的因素也髮生瞭相應的變化，顧客忠誠形成階段的主要影響因素是顧客價值和服務質量，忠誠維持階段的主要影響因素為顧客信任。在此基礎上，構建瞭工業品顧客忠誠的動態髮展模式。
종동태각도출발，장공업품적고객충성분성형성、유지、류실삼개계단，병대충성형성계단화유지계단적영향인소진행료실증연구。대아국주삼각지구적전자류제조기업진행료추양조사，운용결구방정모형등공구대조연적수거진행분석험증。결과표명，수착고객충성관계적불단발전，영향고객충성적인소야발생료상응적변화，고객충성형성계단적주요영향인소시고객개치화복무질량，충성유지계단적주요영향인소위고객신임。재차기출상，구건료공업품고객충성적동태발전모식。
From the dynamic perspective, this paper divides customer loyalty of industrial products into throe phases, i.e. the formati~ stage, the maintaining stage and the erosion stage, and conducted empirical research on the factors of customer loyalty in tl~ formation stage and maintaining stage. Sampling survey was conducted on the electronic manufacturing enterprises of the pea river delta region of China, and firsthand data were analyzed and verified by the tool of SEM. The results showed that as ti~ development of customer loyalty relationship, influence factors of customer loyalty would change correspondently. The maj~ effect factors in the formation stage were customer value and service quality while in the maintaining stage they were custom~ trust. On that basis, the paper constructed a dynamic model of customer loyalty of industrial products.
