摘要
渠道系统下游的消费者对整个渠道系统运行起决定性牵引作用,从消费者忠诚视角对零供渠道权力结构进行研究有其研究意义和价值。本文分别从态度和行为两个层面将消费者忠诚解构成满意、信任、承诺和感知、重购五个因素,并对其内在关系进行讨论,认为消费者忠诚会通过它们对零供渠道权力结构产生影响。
The consumers in the downstream of the channel system play a decisive role in the operation of the whole channel system. The study of the power structure of the zero-supply channel from the perspective of consumer loyalty has its research significance and value. In this paper,consumer loyalty can be divided into five aspects： satisfaction,trust,commitment,perception and repurchase from the two aspects of attitudes and behaviors,and the internal relations are discussed. Consumer loyalty will be determined through them. Have an impact.
作者
杜岩武
Du Yan-wu(School of Business Planning, Chongqing Techndogy and Business University, Chongqing 400067, Chin)
出处
《江苏商论》
2016年第12期14-17,共4页
Jiangsu Commercial Forum
关键词
零供渠道权力结构
消费者忠诚
态度
行为
zero-channel power structure
consumer loyalty
attitude
behavior
