预测
預測
예측
Forecasting
2013年
5期
50~56
,共null页
回报计划 转移成本 客户满意 客户保持 电信业
迴報計劃 轉移成本 客戶滿意 客戶保持 電信業
회보계화 전이성본 객호만의 객호보지 전신업
reward program ; switch cost; customer satisfaction; customer retention; telecommunication
本文以电信业为背景，研究了回报计划感知价值、转移成本、客户满意对客户保持的影响，并分析了客户状态（月均话费和积分兑换经历）的调节作用。结果表明，回报计划感知价值、转移成本、客户满意对客户保持有显著的正向作用，并且客户满意对客户保持的正向作用最强；客户月均话费越高，回报计划感知价值和客户满意对客户保持的作用减弱；客户有过积分兑换经历时，回报计划感知价值、转移成本和客户满意对客户保持的作用均减弱。
本文以電信業為揹景，研究瞭迴報計劃感知價值、轉移成本、客戶滿意對客戶保持的影響，併分析瞭客戶狀態（月均話費和積分兌換經歷）的調節作用。結果錶明，迴報計劃感知價值、轉移成本、客戶滿意對客戶保持有顯著的正嚮作用，併且客戶滿意對客戶保持的正嚮作用最彊；客戶月均話費越高，迴報計劃感知價值和客戶滿意對客戶保持的作用減弱；客戶有過積分兌換經歷時，迴報計劃感知價值、轉移成本和客戶滿意對客戶保持的作用均減弱。
본문이전신업위배경，연구료회보계화감지개치、전이성본、객호만의대객호보지적영향，병분석료객호상태（월균화비화적분태환경력）적조절작용。결과표명，회보계화감지개치、전이성본、객호만의대객호보지유현저적정향작용，병차객호만의대객호보지적정향작용최강；객호월균화비월고，회보계화감지개치화객호만의대객호보지적작용감약；객호유과적분태환경력시，회보계화감지개치、전이성본화객호만의대객호보지적작용균감약。
Under the background of telecommunication industry, this paper analyzes the impact of the perception value of reward program, switch cost and customer satisfaction on customer retention and the moderating effect of average revenue per user（ARPU） and redeem experience. The result shows that the perception value of the reward program, switch cost and customer satisfaction respectively has a significantly positive effect on customer retention, meanwhile, the effect of customer satisfaction on customer retention is most significant. ARPU weakens the effect of perception value of reward program and customer satisfaction on customer retention. Redeem experience weakens the effect of perception value of reward program, switch cost and customer satisfaction on customer retention.
