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市场激烈竞争的环境之下,顾客忠诚是企业在竞争中重要策略,其研究也是近几年的热点。本文以昆明大型超市为研究对象,在对国内外相关文献回顾的基础上,提出了4个影响因素:顾客感知价值、顾客满意、关系信任、转换成本,并通过实证研究进行了检验,研究得出顾客感知价值、顾客满意、关系信任对顾客忠诚起正向影响作用,而转换成本对顾客忠诚的影响不明显。
Under the environment of fierce competition in the market, customer loyalty is an important strategy in the competition of enterprises. Its research is also a hot spot in recent years. Based on the review of related literatures at home and abroad, this paper puts forward four influential factors: customer perceived value, customer satisfaction, relationship trust and conversion cost, and tests it through empirical research Customer perceived value, customer satisfaction, relationship trust has a positive impact on customer loyalty, and the impact of conversion costs on customer loyalty is not obvious.