顾客忠诚的消失与再造

【作者】 吴刚；

【导师】 陆雄文；

【作者基本信息】 复旦大学 ， 高级管理人员工商管理（专业学位）， 2013， 硕士

【摘要】 本文第一部分通过探讨忠诚度的内涵、诱因以及制度设计,揭示传统环境下企业或者组织对顾客进行忠诚度设计时要考虑的三个维度；第二部分则重点研究数字时代的特征,以及这些特征对传统环境下忠诚度计划带来的挑战,提出了数字时代下重构顾客忠诚度计划的新的理论框架,即打造六维一体的RQRCTC新模型。这个模型包括：主动拥抱客户权利(Customer Rights)、坚持品质诚信至上(Quality Credibility and Integrity)、实施多元激励设计(Multi-dimension Rewards)、设计网络转换障碍(Swithcing Cost)、秉承信息透明公开(Transpanrancy of Information)同时要采取沟通及时(Timely Communication)互动。文章最后一个部分的实证研究,部分验证了新框架模型的有效性。更多还原

【Abstract】 This article is trying to find out the truth of the loyalty.The first part of this artile is to explain the content and the meaning of the loyalty from three different dimentions under the traditional view.The second part of this article is about the charicters of the digital times and the challenges to the traditional layalty theory. Also this article focus on how to set up the new6-dimentions layalty theory under the new digital age, which is the RQRCTC. RQRCTC includes embracing customer rights, insist quality credibility and integrity, apply multi-dimentional rewards, design switching cost, gurantee transpanrancy of information and communicate timely. Finally, we conduct empirical test to partially testify our proposed model.更多还原