顾客满意向顾客忠诚的转换机理研究综述

被引:18
作者
严浩仁
贾生华
机构
[1] 浙江大学管理学院,浙江大学管理学院浙江杭州,浙江杭州
关键词
顾客满意; 顾客忠诚; 转换机理; 转换成本;
D O I
10.13781/j.cnki.1007-9556.2003.06.015
中图分类号
F274 [企业供销管理];
学科分类号
1201 ;
摘要
随着市场竞争的加剧和顾客争夺成本的提高,顾客满意向顾客忠诚的转换机理已经引起理论界和实践界的广泛关注。文章基于国外相关文献评述,对顾客满意向顾客忠诚转换过程中的影响变量进行分析和概括,总结顾客满意向顾客忠诚的转换模型及其机制,探讨转换成本对顾客满意与顾客忠诚关系的调节功能。
引用
收藏
页码:65 / 68
页数:4
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