【摘要】 顾客赢回管理概念模型包括价格促销策略,顾客感知(价格敏感、信任和情感),算计性承诺和顾客忠诚(真正忠诚、表面忠诚、潜在忠诚和不忠诚)等变量。研究目的是考查价格促销,算计性承诺和顾客忠诚之间的关系。研究数据来源于中国酒店行业(N=1074)。研究发现,价格促销导致顾客价格敏感,淡化了顾客对厂商的信任、情感等内在动机,并对顾客的忠诚形成有负面影响;研究揭示了价格促销策略使厂商陷入进退两难困境的深层次根源;研究对指导管理者采取恰当的赢回策略开展流失顾客的赢回管理具有借鉴和参考价值。更多还原

【Abstract】 A customer win-back model including price promotion strategies,customer feeling(price sensitivity,trust and affection),calculative commitment and customer loyalty(true loyalty,latent loyalty,spurious loyalty,non loyalty) were proposed.The purpose of this study is examining the relationships of price promotion,calculative commitment and customer loyalty.The fieldwork was conducted in the hotel industry in China(N=1074).The research result shows that price promotion strategy is able to increase customer’s price sensitivity and effect on customer’s loyalty.The analysis show the effect of price promotion put companies into dilemma.This study therefore is helpful for further researching customer win-back strategy and providing useful suggestions for managers in charge of customer relationship management.更多还原