【作者】 吴跃斌；

【导师】 吴兆龙；

【作者基本信息】 华中科技大学 ， 企业管理， 2006， 硕士

【摘要】 20世纪90年代以来,随着服务业的迅速发展,服务市场竞争的日趋激烈,顾客忠诚对服务组织的生存与发展更显关键,培育和维系忠诚的顾客群体己经成为服务组织增强其竞争优势的重要使命。因此,深入挖掘顾客忠诚的内涵、构成及其驱动机理,制定与实施相应顾客忠诚管理策略,已成为学界和业界关注的焦点。本文对服务企业的顾客忠诚作了一次本土化研究尝试。首先,在文献梳理的基础上,结合服务营销与关系营销的特点,将两个领域内对顾客忠诚影响最为深刻的因素进行综合考察;然后,以服务业中的典型代表——酒店业为研究对象,构建顾客忠诚驱动模型,并提出结构变量间的关系假设;最后,通过调研数据实证检验驱动因素之间的相互关系及其对顾客忠诚的作用机理。通过实证分析,本文得出以下结论:(1)当前经营环境下,酒店业服务营销比关系营销发挥着更为重要的作用;(2)感知服务质量、顾客价值对顾客忠诚有直接与间接效应,顾客满意对顾客忠诚有显著效应;(3)感知质量对顾客忠诚总效应最大,其次是顾客价值,顾客满意效应最小。基于研究结论,本文提出了两点管理建议:一是现阶段国内酒店服务的重点工作应着眼于服务营销,但应以战略的眼光看待关系营销的重要性;二是企业旨在通过提高酒店服务质量来创造顾客忠诚时,必须考虑顾客价值、顾客满意的中介作用。相信本文的研究能给酒店经营管理者制定合适的经营战略与策略提供一定的启发,同时为国内服务领域作些基础性的探索。更多还原

【Abstract】 With the speedy development and fierce competition of service industry since 1990s, customer loyalty was even more important for the existence and grows of any service enterprises, it was a key assign to foster and hold the loyalty customer colony for boost its competition advantage. So it is a focus that the era has given to enterprises and the academia to carry out profound research on the connotation, structure of customer loyalty and its mechanism of drive.This study aims to make a localized study on the customer loyalty of service enterprises. First, at the exploration of relevant literature about the service marketing and relationship marketing, this paper reviews the factors which make the most important effect to customer loyalty from these two domains. Then, the author takes lodging industry as the research object; a conceptual model with 9 hypotheses is constructed. At last, the model is empirically tested through the investigated statistics.After revision of the hypothesis the author makes the conclusion as following: 1. Service marketing is more important than relationship marketing in the lodging industry at the currently environment; 2. The direct and indirect effects of perceived quality, customer perceived value on customer loyalty are supported, the direct effect of customer satisfaction on loyalty is marked; 3. Perceived quality has the biggest total effect on loyalty, customer value is the next, and customer satisfaction is the last one. Based on the conclusion, the paper puts forward two managerial implications: the key assign for the domestic lodging enterprises is service marketing at the currently management environment, and should consider the importance of the relationship marketing at a strategic view; if the enterprises aim to create customer loyalty through the perceived quality, it must consider the mediator effects of customer value and customer satisfaction. We wish the study will give a suggestion to the lodging enterprises managers, and make some basic exploration for the domestic service field.更多还原