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服务主导逻辑和价值共创理论认为,顾客对公司来说并非被动的购买者,更重要的是价值的共创者;顾客不仅通过购买产品贡献价值,而且通过购买之外的行为与公司共同创造价值。这就对顾客购买之外的行为赋予了重要的理论意义。研究表明:顾客融入行为是顾客在某些动机驱动下所采取的与某个品牌或公司有关的购买之外的行为,购买之外的行为系顾客不在其某次购买决策流程之内的行为。通过开发符合信度效度要求的顾客融入行为量表,验证了顾客融入行为与品牌忠诚、自我强化、品牌依恋以及顾客关系资产之间的相关关系。
Service-oriented logic and value creation theory hold that customers are not passive buyers to the company, and more importantly, co-creators of value. Customers not only create value through the purchase of products, but also co-create with the company through behaviors other than purchase value. This gives important theoretical significance to the behavior beyond the customer’s purchase. The research shows that customer engagement is a behavior other than the purchase of a certain brand or company driven by certain motivations. The behavior other than purchase is the behavior that the customer is not within a certain purchase decision-making process. By developing a customer engagement behavior scale that meets the requirements of reliability and validity, the correlation between customer engagement behavior and brand loyalty, self-strengthening, brand attachment and customer relationship assets was verified.