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被赢回顾客是一种企业“失而复得”的顾客,其对企业发展具有重要价值。文章借助归因理论将影响被赢回顾客保留的关键变量纳入同一分析框架进行理论重构,并利用382个有效样本对所提假设进行实证检验。结果发现:归因理论视角下,顾客情感信任对顾客满意与顾客保留意愿之间的中介效应高于认知信任的中介作用;细化后的转换成本类型在顾客满意和顾客保留意愿的内在作用机制中所发挥的调节效应有显著差异:财务性转换成本对顾客满意与顾客认知信任关系起正向调节效应;关系性转换成本对顾客满意与顾客情感信任的关系起正向调节效应。此外,文章为理论界有关顾客保留意愿研究中的争论提出了一个新的解释框架,并为管理者如何防止被赢回顾客的“得而复失”风险以及为精细化提高被赢回顾客的保留率提出了科学的决策依据。
A customer who is won back is a business “lost again” customer who is of great value to the business. The article uses the theory of attribution to bring the key variables that affect the retained customers back into the same analytical framework for theoretical reconstruction, and uses 382 valid samples to test the hypothesis empirically. The result shows that the intermediary effect between customer’s affective trust and customer’s retention intention is higher than the intermediary effect of cognitive trust under the perspective of attribution theory. The refined conversion cost type has an intrinsic role in customer satisfaction and customer’s willingness to retain There are significant differences in the regulatory effects of the mechanism: the cost of financial transition has a positive effect on the relationship between customer satisfaction and customer’s cognitive trust; and the relationship cost of conversion has a positive effect on the relationship between customer satisfaction and customer’s emotional trust. In addition, the article provides a new framework for the debate in theoretical studies on customer retention intentions, and provides a framework for managers to prevent the risk of being “retired” and to be won back for refinement Customer retention rate made a scientific decision-making basis.