摘要
美好的顾客体验,能否增强顾客信任感,进而促进顾客忠诚的形成,目前尚未可知。文章从顾客体验视角,通过引入中介变量(顾客信任),构建了一个顾客体验与顾客忠诚的概念模型。采取问卷调查方式,通过实证研究得出:顾客体验的五个维度都对顾客信任有正向显著影响;顾客信任对顾客行为忠诚无显著影响;顾客信任对顾客态度忠诚有正向显著影响。
It is not known if good customer experience can enhance customer trust and then promote the customer loyalty. From the perspective of customer experience, this article builds a customer experience and customer loyalty concept model with the introduction of intermediate variables of customer trust. And through the empirical of questionnaire survey way, the results show that： the five dimension of customer experience has a significant positive effect on customer trust; customer trust has no significant influence to customer behavioral loyahy, but has a significant positive effect on customer attitudinal loyalty.
出处
《高等财经教育研究》
2012年第1期86-90,共5页
Journal of Higher Education Finance
关键词
顾客体验
顾客信任
顾客忠诚
customer experience
customer trust
customer loyalty
