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顾客惊喜被认为是驱动顾客忠诚的关键要素,然而有关的研究往往是在静态条件下考察的。在存在高度竞争、不确定性和高风险的网上购物情境下,动态考察顾客惊喜和顾客满意对顾客忠诚的影响将在很大程度上丰富和拓展现有的顾客惊喜理论。为此,本研究构建了一个动态的惊喜—满意—忠诚关系模型,探讨三者之间的作用机理。研究发现初始行为/态度忠诚(T)和重购顾客惊喜/顾客满意(T+1)双向中介初始顾客惊喜/顾客满意(T)与重购忠诚(T+1)之间的关系,而且顾客惊喜和顾客满意一起很好地解释了行为和态度忠诚,即随着交易次数的增加,顾客惊喜对行为忠诚的解释强度在增加,而顾客满意对态度忠诚的解释强度也在增加。本研究不仅帮助网上商家在不同消费阶段增强顾客忠诚提供了有针对性的对策和建议,还可以帮助网上商家认识到,初始忠诚和消费过程中惊喜和满意的提升与维持在驱动忠诚的重要作用。
Customer surprise is considered a key driver of customer loyalty, but the research is often under static conditions. In the presence of highly competitive, uncertain and high-risk online shopping scenarios, the dynamic impact of customer surprise and customer satisfaction on customer loyalty will greatly enrich and expand the existing customer surprise theory. Therefore, this study constructs a dynamic surprise-satisfaction-loyalty relationship model and explores the mechanism of action among the three. The study found the relationship between initial behavior / attitude loyalty (T) and repurchase customer surprise / customer satisfaction (T + 1) bidirectional intermediary initial customer surprise / customer satisfaction (T) and repurchase loyalty (T + 1) Surprise and customer satisfaction together explain the behavior and attitude of loyalty, that is, with the increase in the number of transactions, customer loyalty increased the intensity of the interpretation of behavioral loyalty, and customer satisfaction on the strength of the attitude of loyalty is also increasing. This study not only helps online merchants provide targeted countermeasures and suggestions for enhancing customer loyalty at different stages of consumption, but also helps online merchants recognize that the initial loyalty and the promotion and maintenance of optimism and satisfaction during the consumption process play an important role in driving loyalty .