基于信任和转移障碍的顾客保留:案例研究

被引：14

作者：

刘建华

周翠翠

王东晨

机构：

[1] 南开大学商学院市场营销系

来源：

管理世界 | 2010年 / 04期

关键词：

信任; 转移障碍; 顾客保留;

D O I：

10.19744/j.cnki.11-1235/f.2010.04.014

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

本研究旨在探讨顾客保留的作用机制。综合其他学者对顾客保留这一问题的研究,本文提出,顾客保留一方面由于顾客主观上对企业的信任,同时又受到客观上转移障碍的影响。本研究又从研究顾客信任和转移障碍的文献中提炼出共同影响顾客信任和转移障碍的3方面因素,即供应企业特征、人际关系特征和交易关系特征。案例研究结果证实了我们提出的关于顾客保留作用机制的假设及模型,即顾客保留的本质具有信任和转移障碍的二重性,并且供应企业特征、人际关系特征和交易关系特征共同影响顾客信任和转移障碍。

引用

页码：131 / 144+187 +187-188

页数：16

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