南京邮电大学学报：社会科学版
南京郵電大學學報：社會科學版
남경유전대학학보：사회과학판
Journal of Nanjing University of Posts and Telecommunications(Social Science)
2015年
2期
80~89
,共null页
客户保留 多渠道营销 通信运营企业
客戶保留 多渠道營銷 通信運營企業
객호보류 다거도영소 통신운영기업
customer retention;multi-channel marketing;telecommunication corps
基于多渠道营销的客户保留模型,通过AMOS和SPSS软件对实证数据和研究假设进行分析、验证,结果表明感知收益、品牌形象、客户满意、客户忠诚对客户保留具有直接正向影响,感知成本、转移障碍对客户保留具有间接负向影响,客户满意对客户忠诚具有直接正向影响。通信运营企业应该通过提高多渠道价值、加大转移成本、提高客户满意来增加客户忠诚进而实现客户保留。
基于多渠道營銷的客戶保留模型,通過AMOS和SPSS軟件對實證數據和研究假設進行分析、驗證,結果錶明感知收益、品牌形象、客戶滿意、客戶忠誠對客戶保留具有直接正嚮影響,感知成本、轉移障礙對客戶保留具有間接負嚮影響,客戶滿意對客戶忠誠具有直接正嚮影響。通信運營企業應該通過提高多渠道價值、加大轉移成本、提高客戶滿意來增加客戶忠誠進而實現客戶保留。
기우다거도영소적객호보류모형,통과AMOS화SPSS연건대실증수거화연구가설진행분석、험증,결과표명감지수익、품패형상、객호만의、객호충성대객호보류구유직접정향영향,감지성본、전이장애대객호보류구유간접부향영향,객호만의대객호충성구유직접정향영향。통신운영기업응해통과제고다거도개치、가대전이성본、제고객호만의래증가객호충성진이실현객호보류。
Based on the multi-channel marketing customer retention model,analyzed empirical data and research hypothesis by AMOS and SPSS. The results show that perceived benefits,brand image,customer satisfaction and customer loyalty has a direct positive influence on customer retention;perceived cost and transfer barrier has a negative indirect influence on customer retention;and that customer satisfaction has a direct positive influence on customer loyalty. According to the results,we propose that China telecommunication corps can increase customer retention by valuing the multi-channel,increasing the transfer cost and improving customer satisfaction.
