顾客忠诚的驱动因素等静态分析已非常丰富,但尚缺乏顾客忠诚度形成过程的动态研究。本文以二次网络购物作为研究背景,通过前后两次配对取样,探讨顾客忠诚度的形成机制。第一次取样获得493份有效问卷,三个月后再次取样,获得有效配对数据383对。研究结果发现,单次顾客满意度与单次顾客忠诚度的关系与以往研究的结论一致,具有正向显著影响;在时间动态效应下,再购顾客满意度对顾客忠诚的形成具有完全中介作用;更重要的结论是,基于二次购物的体验,顾客满意度对顾客忠诚的形成具有递推式影响,并可追溯到第一次购物体验的满意度,以此为基础构建顾客忠诚的形成机制模型。
The static studies on main factors of customer loyalty have been very rich, however it is lack of the dynamic research on the formation process of customer loyalty based on the dynamic effects of time. Under the background of online repurchase, It is found that the dynamic formation mechanism of customer loyalty through the data analysis of 383 paired samples. The first time 493 valid questionnaires are obtained; the second time 383 paired-matched questionnaires after 3 months are got. It reveals that a single phase satisfaction has positive effect on loyalty; Under the dynamic effects of time, the role of re-purchase customer satisfaction acting in the formation process of loyalty is significant mediator; Based on the second shopping experience, the more important conclusion is that satisfaction on customer loyalty's form has a recursive impact, especially the first satisfaction experience; then the formation mechanism model of customer loyalty is built on satisfaction, and it provides a new angle for customer loyalty study.
[1] Neslin S A, Taylor G A, Grantham K D, et al. Overcoming the "Recency Trap" in customer relationship management[J]. Journal of the Academy of Marketing Science, 2013,41(3):3209-337.
[2] Reimann M, Schilke O, Thomas J S. Customer relationship management and performance: The mediating role of business strategy[J].Journal of the Academy of Marketing Science. 2010, 38(3):326-346.
[3] 陈明亮. 客户忠诚动态模型实证研究——探讨客户关系不同阶段客户忠诚与其决定因素之间关系的动态特征[C].第三届中国管理科学与工程论坛,杭州,2005,11月15-18.
[4] Ryan M J, Morrison A. Diagnosing customer loyalty drivers[J].Marketing Research, 1999,11(2):19-26.
[5] Luarn P, Lin H H. A customer loyalty model for E-service context[J]. Journal of Electronic Commerce Research, 2003, 4(4):156-167.
[6] Harris L C, Goode M M. The four levels of loyalty and the pivotal role of trust: A study of online service dynamics[J].Journal of Retailing,2004,80(2):139-158.
[7] Oliver R L. Whence customer loyalty?[J]. Journal of Marketing Science, 1999,63(S1): 33-44.
[8] 韩经纶, 韦福祥.顾客满意与顾客忠诚互动关系[J].南开管理评论,2001,4(6):8-11.
[9] Murali C, Kristin R, Stephen S T, et al. Satisfaction strength and customer loyalty[J]. Journal of Marketing Research, 2007, 44(1): 153-163.
[10] LaBarbera P A, Mazursky D. A longitudinal assessment of consumer satisfaction/ dissatisfaction: The dynamic aspect of the cognitive process[J]. Journal of Marketing Research, 1983, 20(4): 393-404.
[11] Anderson E W, Sullivan M W. The antecedents and consequences of customer satisfaction for firms[J]. Marketing Science, 1993, 12(2): 125-143.
[12] Anderson R E, Srinivasan S S. E-satisfaction and E-loyalty: A contingency frameworks[J]. Psychology and Marketing, 2003, 20(2): 123-138.
[13] 张新安, 田澎.顾客满意与顾客忠诚之间关系的实证研究[J].管理科学学报, 2007,10(04): 66-76.
[14] Thorsten H T, Klee A. The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development[J]. Psychology and Marketing, 1997, 14(8): 737-765.
[15] Evanschitzky H, Ramaseshan B, Woisetschlger D M, et al. Consequences of customer loyalty to the loyalty program and to the company[J]. Journal of the Academy of Marketing Science, 2012, 40(5): 625-638.
[16] 陈明亮.顾客忠诚与客户关系生命周期[J].管理工程学报, 2003, 17(2):90-93.
[17] Yoo B, Donthu N, Lee S. An examination of selected marketing mix elements and brand equity[J]. Journal of the Academy of Marketing Science, 2000, 28 (2): 195-212.
[18] Rattanawicha P, Esichaikul V. What makes websites trustworthy? A two-phase empirical study[J]. International journal of electronic business, 2005, 3(2): 110-136.
[19] Parasuraman A, Zeithaml V, Malhotra A. E-S-QUAL: A multiple-Item scale for assessing electronic service quality[J]. Journal of Service Research, 2005, 7 (3): 213-234.
[20] McKinney V, Kanghyun Y,Zahedi F. The measurement of web customer satisfaction: An expectation and disconfirmation approach[J].Information System Research, 2002, 13(3): 296-315.
[21] Kim S, Stoel L. Apparel retailers: Website quality dimensions and satisfaction[J].Journal of Retailing and Consumer Services, 2003, 11(3): 109-117.
[22] 徐冬磊, 汪祖柱.C2C 电子商务的顾客满意度的影响因素及其模型[J].科技情报开发与经济, 2010, 20(3): 143-146.
[23] 温忠麟,张雷,侯杰泰,等.中介效应检验程序及其应用[J].心理学报,2004,36(5):614-620.
[24] Fishblem M,Ajzen I. Belief,Attitude, Intention, and Behavior: an Introduction to theory and research[M].Addison-wesley Publishing Company, 1975:53.
