摘要
本文旨在辨析顾客保持决策的前置因素及其作用于保持意愿的关系强度。研究以顾客"去留"决策为切入点,对顾客价值与顾客满意,顾客转换成本与转换壁垒,顾客忠诚与顾客保持研究进行概念综述基础上,提出了顾客保持意愿的前置因素构成关系,及其作用于保持意愿的关系模型。并以移动通信服务顾客调查数据,分别对满意度、转换壁垒和保持意愿的维度及评测项进行探索性因子分析和萃取,应用LISREL对移动通信顾客保持意愿的前置因素关系模型实证检验。得到的研究方法和研究结论,将为后续顾客保持模式研究奠定基础。
This paper aims to differentiate the antecedents of customer retention and the relationship strength between the antecedents and customer inclination-retention. The paper refers to the customer ＂stay or go＂ decision as the cut-in point. Based on the conceptual generalization of customer value, customer satisfaction, customer switching-cost, customer switching-barrier, customer loyalty, customer retention, the antecedents of customer retention, as well as the relation model of antecedents and inclination-retention is proposed. In addition, by collecting customer records of mobile communication, we carry out explanatory factor analysis of satisfaction, switching-barrier and retention, and empirically research on relation model of customer inclination-retention applying LISREL. The resulting methodology and conclusion provide a basis for the successive study on customer retention model.
出处
《预测》
CSSCI
2007年第6期69-75,共7页
Forecasting
基金
国家自然科学基金资助项目(70471036)
教育部重点实验室开放基金资助项目(F0607-13)
西安交通大学博士研究基金资助项目(071205)
关键词
保持意愿
满意度
转换壁垒
移动通信
customer retention
customer satisfaction
customer switching barrier
mobile communication
