【作者】 邹鹏； 于渤；

【Author】 Peng Zou, Bo Yu School of Management, Harbin Institute of Technology, P. R. China, 150001

【机构】 哈尔滨工业大学经济管理学院；

【摘要】 服务业的"成员制"营销模式是指消费者先要获得"购买和使用某公司服务的资格",然后才能购买和使用该公司提供的服务,客户与公司建立关系和购买是分离的。目前鲜有这一模式下客户关系管理的研究。本研究针对一个消费者同时拥有多个竞争公司的成员身份的现象,探索"成员制"营销模式中客户忠诚的驱动机制。通过对中国12000名信用卡客户的调查,得到了不同于传统客户忠诚理论的发现,1)首次发现客户与其他竞争者发展关系并不都会降低忠诚度,在对某品牌有首选使用的承诺时,客户的市场知识和与竞争者的关系体验促进其对首选品牌的口碑推荐意愿,不会降低首选品牌的钱包份额。2)不是满意度而是客户预期消费约束显著影响客户的多成员关系行为。更多还原

【Abstract】 Membership marketing in service industry is a model in which service is only accessible to the authorized consumers (becoming company’s membership customers) and the customer relationship and purchasing are separated. Very few study this marketing model. Our research explores the membership customer loyalty focusing on the multi-membership. Our result from the survey 12000 Chinese credit card customers show that 1) it dose not mean reducing loyalty for focal brand that customers becomes competitor’s membership. To customers who look focal brand as first choice, the knowledge and experience of alternatives increase the intention of word of mouth and do not decrease the wallet share. 2) Instead of satisfaction, customer’s expected consuming constraint impact how many memberships a consumer hold.更多还原