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本文从研究方法(规范和实证)和研究视野(狭义和广义)这两个角度,把顾客忠诚培植的相关研究成果分为四大支流,即关注顾客忠诚方案负面效应及其消解的狭义规范研究、聚焦于验证顾客忠诚方案与顾客忠诚相关性的狭义实证研究、从自我概念(self-concept)和认同(identity)入手探索顾客忠诚培植的广义规范研究以及以认知心理学为基础检验关系利益、顾客感知价值、互依性等因素与顾客忠诚关系的广义实证研究。在此基础上,本文归纳总结了顾客忠诚培植的影响因素、顾客忠诚的定义和度量等方面有待于进一步研究解决的问题,最后从纵深推进和系统整合方面展望了未来研究。
This dissertation divides the related research achievements cultivated by customer loyalty into four major tributaries from the perspectives of research methods (normative and empirical) and research perspectives (narrow sense and broad sense), namely, the narrow normative study that focuses on the negative effects of customer loyalty programs and their resolution , Focusing on the narrow empirical research that verifies the relationship between customer loyalty programs and customer loyalty, starting with self-concepts and identities to explore broad normative research on customer loyalty and testing the relationship benefits based on cognitive psychology , Customer perceived value, interdependence and other factors and customer loyalty. On this basis, this paper summarizes the factors that affect the customer loyalty cultivation, the definition and measurement of customer loyalty and other issues to be further studied and solved, and finally looks forward to the future research from the aspect of deep promotion and system integration.