基于顾客价值理论的顾客购后行为研究.pdfVIP

第 31卷 第 4期 技 术 与 创 新 管 理 Vo.l 31 N o4 2010年 7月 TECHNOLOGY AND INNOVATION MANAGEMENT Ju l2010 * 王俊男 ( , 100044) :顾客的价值不仅仅在顾客购买产品过程中体现, 更重 的是在顾客购后行为过程中体现, 而顾客品牌忠诚 则主 是由产品持续性的给顾客带来较高的价值形成的, 因此, 为深入剖析顾客购后行为, 为企业品牌的建立提供 有效的建议, 在总结前人研究的基础之上, 结合新顾客价值理论和W oo ruff的顾客价值层次模型, 建立顾客价值对 顾客购后行为意向的影响机制模型, 来分解顾客价值层次对顾客购后行为的影响, 并根据模型, 满足不同层次的顾 客价值, 来实现顾客购后满意重复购买品牌忠诚 : 购后行为; 顾客价值; 购后行为意向;顾客满意; 重复购买; 品牌忠诚 : F 713. 55 : A : 1672- 7312( 2010) 04- 0465- 04 Custom er Post Purchase B ehavior Based on Custom er V alue Theory WANG Junnan ( Colleg e of E conom ics and M anag em ent, B e ij ing J iaotong Un iv ersity, B e ij ing 100044, Ch ina) A b stract: The value of custom ers is not just reflecte in the process of customers buying pro ucts. More mi portantly, cus tomer shopping behavior is reflecte in the process, wh ile the custom ers! bran loyalty is form e by the main pro ucts! con tinuing to bring high value to custom ers. Therefore, in or er to have a in epth analysis of custom er shopp ing behavior, an to provi e an effective corporate bran bu il ing proposa,l base on previous stu ies, th is paper comb ines the new theories w ithW oo ruff custom er value h ierarchy m o el of customer value, bu il s the mechan ism mo elw hich show s the mi pact of custom er value on the customer shopping behavior to re uce the mi pact. Un er this mo el, ifferent levels of custom er val ue canbem eet to ach ieve custom er satisfaction after pu rchase, repeat purchase an b ran loyalty. K ey w ords: postpurchase behavior; custom er value; shopp ing behavior intentions; custom er satisfaction; repeat pur chase; bran loyalty , 1 ,