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顾客赢回管理概念模型包括价格促销策略,顾客感知(价格敏感、信任和情感),算计性承诺和顾客忠诚(真正忠诚、表面忠诚、潜在忠诚和不忠诚)等变量。研究目的是考查价格促销,算计性承诺和顾客忠诚之间的关系。研究数据来源于中国酒店行业(N=1074)。研究发现,价格促销导致顾客价格敏感,淡化了顾客对厂商的信任、情感等内在动机,并对顾客的忠诚形成有负面影响;研究揭示了价格促销策略使厂商陷入进退两难困境的深层次根源;研究对指导管理者采取恰当的赢回策略开展流失顾客的赢回管理具有借鉴和参考价值。
Customer Rebate Management conceptual models include variables such as price promotion strategy, customer perception (price sensitivity, trust and emotion), computational commitment and customer loyalty (true loyalty, apparent loyalty, potential loyalty and unfaithfulness). The purpose of the study is to examine the relationship between price promotions, computational commitment, and customer loyalty. The research data come from China’s hotel industry (N = 1074). The research shows that price promotion leads to customer price sensitivity, which reduces the intrinsic motivation of customers’ trust and emotion to customers and has a negative impact on customer loyalty. The research reveals that the price promotion strategy causes the manufacturer to fall into the deep root of dilemma. It is of reference and reference value for the guidance managers to adopt the appropriate strategy of win-win to carry out the recovery management of the lost customers.