【作者】 曹忠鹏；

【导师】 周庭锐；

【作者基本信息】 西南交通大学 ， 企业管理， 2008， 博士

【摘要】 随着市场竞争的加剧和科学技术的日新月异,同类产品或服务之间的差距越来越小,产品同质化趋势愈演愈烈,同时,新的产品和品牌无时不充斥着已有的市场环境,改变着顾客的消费行为。无论是针对品牌还是店铺,更多的顾客逐渐从过去的单一忠诚向多忠诚进行演变。学者和营销者们逐渐发现顾客这种多忠诚的消费行为不仅是现实中普遍存在的一种现象;理论当中,也符合顾客忠诚生命周期的发展过程。虽然少数几位学者探讨了顾客多品牌忠诚或多店铺光顾,但是他们要么只从行为维度,要么只从态度维度来进行定义或测量。这显然有悖大家一致推崇的忠诚应该包括行为和态度两个维度,不能不说是顾客多忠诚研究的一个重大缺憾。因此,要想深入探讨顾客多忠诚消费行为,必须从行为和态度两个维度对其进行研究,才能真正理解多忠诚的内涵。本研究以此为切入点,围绕以下4个问题展开研究:(1)结合行为和态度维度来研究顾客忠诚,是否真正存在顾客多忠诚?(2)对相同品牌或店铺多忠诚顾客的忠诚程度是否相同?(3)依据行为忠诚和态度忠诚划分出多忠诚和单一忠诚顾客的消费行为存在怎样的差异?(4)导致顾客多忠诚消费行为的外部和内部原因是什么?首先,本研究结合行为学习理论(Behavior Learning Theory)和认知失调理论(Cognitive Dissonance Theory),从顾客的行为忠诚和态度忠诚两个维度重新界定了顾客多忠诚。借鉴了Baldinger和Rubsinson划分忠诚的方法,将顾客划分为多忠诚、单一忠诚和不忠诚的顾客。采用Diary Study的方法调查了顾客餐厅选择的行为选择和态度选择,实证发现顾客多忠诚的消费行为的确存在并且非常普遍。对相同店铺多忠诚的顾客,由于行为和态度选择的方式不同,他们的忠诚程度也存在很大差异。其次,研究进一步扩展,比较了多忠诚顾客和单一忠诚顾客的消费行为差异,特别是决定顾客忠诚的前导变量(满意、信任、感知价值、感知风险和承诺)和忠诚所导致的结果变量(口碑和价格敏感)。研究同样采用日记调查方法,笔者将样本数扩大到215人,同时结合问卷调查方法调查相同被试,收集相关变量的数据,运用多组结构方程建模的方法对所提出的假说进行检验。研究结果表明:多忠诚顾客的信任、感知价值、承诺显著低于单一忠诚顾客;相反,感知风险、价格敏感、口碑效应显著高于单一忠诚顾客;二者的满意水平不存在显著差异。最后,研究对影响顾客多忠诚行为的外部原因内部原因进行探索性的研究。笔者查询了国家统计局和国家工商管理局的相关数据,从顾客多忠诚行为的外部原因——产品或品牌的竞争加剧,同质化加强,以及其内部原因——顾客感知到的品牌/店铺能力和差异,根据最优刺激水平理论(OptimumStimulation Level Theory)剖析了消费者的探索倾向(exploratory tendencies inconsumer behavior)。以探寻顾客多忠诚行为的真正内在机理,为进一步解释顾客多忠诚消费行为提供理论依据。本研究的理论价值体现在:(1)依据行为学习理论和认知失调理论重新界定了顾客多忠诚,完善了顾客多忠诚的研究。(2)将顾客忠诚类型划分为多忠诚、单一忠诚和不忠诚顾客,为顾客忠诚分类研究提供新的视角。(3)比较多忠诚顾客和单一忠诚顾客在忠诚的前导变量和结果变量的差异,为进一步考查顾客的消费行为提供细分工具。(4)从顾客多忠诚行为的外部原因以及其内部原因,根据最优刺激水平理论(Optimum Stimulation Level Theory)剖析了消费者的探索倾向,探寻了顾客多忠诚行为的真正内在机理。同时,本研究也具有一定的实际意义:为企业甄别顾客,精确细分提供了理论依据;指导企业实施差异顾客关系管理,企业之间的战略联盟具有一定的借鉴作用。更多还原

【Abstract】 As the market competition intensifies and science and technology advances, the differentiation is decreasing and homogenization is increasing in similar products and services. At the same time, new products and brands are full of the market environment and changing the customer behavior. No matter what choice brands and stores, more customers gradually evolve as multi-loyalty from uni-loyalty. The multi-loyalty not only is a ubiquitous phenomenon but also accord with the life cycle of loyalty. Though a few researchers have discussed multi-brand loyalty and multi-store patronage, their studies were from a single perspective, for example behavioral dimension or attitudinal dimension. This is clearly contrary to all unanimously respected loyalty should include behavioral and attitudinal dimensions, so this gap becomes the major shortcoming of multi-loyalty research. Accordingly, if we want really understand the mechanism of multi-loyalty, both dimensions must be considered in our research.Be consistent with these thought, this study will follow four issues of research. (1) Combining behavior and attitude dimension to study customer loyalty, is there really multi-loyalty? (2)Are multi-loyal customers who loyal to same several brands/stores same degree of loyalty? (3) What are differentiations between multi-loyal and uni-loyal customers categorized by both behavioral and attitudinal dimension? (4) What are the external and internal reasons to result in multi-loyalty behavior?First of all, based on behavior learning theory and cognitive dissonance theory, this study redefines multi-loyalty including behavioral and attitudinal loyalty. Multi-loyal, uni-loyal and non-loyal customers were categorized according with Baldinger and Rubinson’s measurement. The data of customers’ behavioral and attitudinal choices of restaurants were collected through diary study. The findings suggested multi-loyalty does exit and is very common. As the types of behavior and attitude are much diversified, the degrees of loyalty are different among the multi-loyal customers who are loyal to same restaurants.Secondly, based on the first study, further extensive study was conducted. Except the diary data, the same subjects(N=215) were surveyed again and data of the antecedent(satisfaction, trust, perceived value, perceived risk and commitment) and consequent(word of mouth and price sensitivity) variables of customer loyalty were collected. The differences in the coefficients (antecedent/consequent and loyalty) across multi-loyal and uni-loyal groups were examined through multiple groups SEM analysis. Results indicate that multi-loyal groups’ trust, perceived value, commitment are smaller than uni-loyal groups’ and perceived risk, price sensitivity, WOM are larger than uni-loyal groups’ significantly. Satisfaction of both is not different.Lastly, the external and internal reasons resulted in multi-loyalty were explored. The authors collected some statistics data from the State Statistics Bureau and the State Administration for Industry and Commerce. On the basis of optimum stimulation level theory, the external reasons including competition and homogenization and internal reasons including customer’s perceived competence and differentiation were analyzed to explain exploratory tendencies in consumer behavior. The conclusion is valuable to explore and interpret multi-loyalty behavior.The academic contributions of this study denoted as follows: (1) Redefining multi-loyalty on bases of behavior learning theory and cognitive dissonance theory from both behavioral and attitudinal perspectives and perfecting the relative multi-loyalty researches. (2) Categorizing customers into multi-loyal, uni-loyal and non-loyal groups, which provided a new perspective for classification of customer loyalty. (3) Comparing the different consumer behavior between multi-loyal and uni-loyal segments and supplying a new segmenting tool. (4) Exploring the external and internal reasons of multi-loyalty according to optimum stimulation level theory to explain the true mechanism. At the same time, this study also has some practical implications. The conclusions are not only beneficial for company to identify and segment customers but also valuable suggests for company to carry out diversified CRM and strategic alliances.更多还原