客户忠诚与客户关系生命周期被引量：72

Customer Loyalty and Customer Relationship Life Cycle

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摘要客户忠诚是公司客户保持战略追求的基本目标 ,客户忠诚的研究引起了学术界和企业界的广泛兴趣。目前的研究识别出了客户忠诚的三个主要决定因素 :客户价值、客户满意和客户信任 ,但这些因素驱动客户忠诚建立的机理并不清楚。本文应用生命周期理论研究客户忠诚的建立机理 ,提出了一个基于客户关系生命周期的客户忠诚动态模型 ,该模型描述了客户忠诚的三因素是如何驱动客户忠诚不断发展 ,并在客户关系生命周期不同阶段建立不同层次客户忠诚的 ,揭示了三因素与客户忠诚和客户关系生命周期之间的相互关系。 Customer loyalty has been posited as the basic stra tegic objective of customer retention.The research on customer loyalty is a very interesting topic for many scholars and practitioners.Customer satisfaction,cus tomer value and customer trust have been identified as the determinants of custo mer loyalty,but it is not clear that how customer loyalty moves from lower to hi gher phases by the three factors.This paper presents a dynamic model of customer loyalty based on customer relationship life cycle.This dynamic model describes a possible processes of customer loyalty and displays how a various levels of cu stomer loyalty such as behavior loyalty,mental loyalty and sustainable loyalty a re cultivated at different relational phases,and reveals the relationships betwe en three factors and customer loyalty and customer relationship life cycles.

作者陈明亮

机构地区浙江大学管理学院

出处《管理工程学报》 CSSCI 2003年第2期90-93,共4页 Journal of Industrial Engineering and Engineering Management

关键词客户忠诚客户保持生命周期动态模型 customer loyalty customer retention life cycle dyn amic model

分类号 F274 [经济管理—企业管理]

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