【摘要】 随着市场竞争和产品同质化的加剧,多忠诚顾客已成为现实中普遍存在的消费群体。文章对相关文献进行梳理,厘清了顾客多忠诚的定义、分析了顾客多忠诚行为与见异思迁行为的异同点,并给予评价。这不仅有利于将来对顾客多忠诚展开系统深入的研究,也有助于营销实践者更清晰地甄别顾客,制定和实施有效的顾客忠诚计划。更多还原

【Abstract】 As the market competition intensifies and the differentiation is decreasing and homogenization is increasing in similar products and services,the multi-loyal customers is becoming a dominant group.This study is based on the extant literatures and reviews the definition of multi-loyalty.The similarities and differences between multi-loyalty and variety seeking behavior were evaluated.The conclusions are beneficial for academic researchers to research the multi-loyalty deeply and valuable for the practicers to identify the loyal customers and implement effective loyalty-programs.更多还原