期刊文献+
任意字段
题名或关键词
题名
关键词
文摘
作者
第一作者
机构
刊名
分类号
参考文献
作者简介
基金资助
栏目信息

OTC药品市场重复购买影响因素研究

Study of Driving Factors of Customer Repurchase Intention in OTC Medicine Market
在线阅读 下载PDF
导出
摘要 近年来,随着对顾客忠诚研究的深入,如何强化顾客的重复购买意向、留住顾客,成为备受关注的问题。OTC药品市场的迅速发展,促使业界和学界深入探究顾客重复购买意向影响因素。在国内外学者对重复购买相关研究的基础上,从分析OTC药品业市场入手,建立OTC药品重复购买意向影响因素模式,探讨影响OTC药品顾客忠诚的顾客满意、权威影响和顾客购买便利程度三个主要驱动因素。医药企业应把顾客忠诚驱动因素作为营销的着力点,将营销重心从注重交易转向注重关系的建立、维持和发展,并建立长期相互依存的关系。 Customer repurchase intention are foundation of the survival and development of enterprise.The quick development of OTC market calls for in-depth study of the driving factors of customer repurchase intention.Based on the interrelated studies from both domestic and overseas scholars,this essay discuss the driving factors of customer repurchase intention with studying the OTC market.
作者 沙吉
机构地区 江苏经贸职业技术学院工商管理系
出处 《江苏经贸职业技术学院学报》 2010年第1期19-21,53,共4页 Journal of Jiangsu Institute of Commerce
关键词 OTC药品 顾客忠诚 驱动因素 OTC customer repurchase intention driving factors
分类号 F724.7 [经济管理—产业经济]
  • 相关文献

参考文献5

二级参考文献75

  • 1[1]KOTLER P.A Framework for Marketing Manage-ment[M].2nd ed.NY:Prentice Hall,2003.
  • 2[2]RUYTER K,WETZELS M,BLOEMER J.On the Relationship Between Perceived Service Quality,Ser-vice Loyalty and Switching Costs[J].International Journal of Service Industry Management,1998,9(5):436～450.
  • 3[3]WANGENHEIM F V.Situational Characte ristics as Moderators of the Satisfaction Loyalty Link:An In-vestigation in a Business-to-Business Context[J].Journal of Consumer Satisfaction,Dissatisfaction and Complain Behavior,2003,16:145～156.
  • 4[4]LAM S Y,VENKATESH S M.Customer Value,Sat-isfaetion,Loyalty,and Switching Costs:An Illustra-tion from a Business-to-Business Service Context[J].Journal of Academy of Marketing Science,2004,32(3):293～311.
  • 5[5]FORNELL C.A National Customer Satisfaction Barometer:The Swedish Experience[J].Journal of Marketing,1992,56(1):6～21.
  • 6[6]BURNHAM T A,FRELS J K,MAHAJAN V.Con-sumer Switching Costs:A Typology,Antecedents,and Consequences[J].Journal of the Academy of Marketing Science,2003,31(2):109～126.
  • 7[7]JONES T O,SASSER w E.Why Satisfied Customer Defects[J].Harvard Business Review,1995(11/12):88～99.
  • 8[8]KLEMPERER P.Markets with Consumer Switching Costs[J].The Quarterly Journal of Economics,1987,102(2):375～394.
  • 9[9]JONES M A,DAVID L,MOTHERSBAUGH S E B.Why Customer Stay:Measuring the Underlying Di-mensions of Services Switching Costs and Managing Their Differential Strategic Outcomes[J].Journal of Business Research,2002,55(6):441～450.
  • 10[10]SHARMA N.The Role of Pure an Quasi-modera-tors in Services:An Empirical Investigation of On-going Customer-service Provider Relationships[J].Journal of Retailing and Consumer Services,2003,10(4):253～262.

共引文献222

江苏经贸职业技术学院学报
2010年 第1期

相关作者

内容加载中请稍等...

相关机构

内容加载中请稍等...

相关主题

内容加载中请稍等...

浏览历史

内容加载中请稍等...
;
使用帮助 返回顶部