基于信任与转移障碍的顾客保留：案例研究.pdfVIP

2009年JMS中国营销科学学术年会暨博士生论坛 2009JMSANNUALCONFERENCEANDDOCTORALCONSORTIUMOFCHINESEMARKETING 基于信任和转移障碍的顾客保留：案例研究 刘哗脚踹 摘要本研究旨在探讨顾客保留的作用机制。综合其他学者对顾客保留这一问题的研究。本文提出，顾客保留既由于顾 客主观上对企业的信任，又由于客观存在的转移障碍。本研究又从研究顾客信任和转移障碍的文献中提炼出共同影响顾客信 任和转移障碍的三方面冈素，即供应企业特征、人际关系特征和交易关系特征。案例研究结果证实了我们提出的关于顾客保 留作_Hj机制的假设及模型，即顾客保留的本质是信任和转移障碍的二重性，并且供应企业特征、人际关系特征和交易关系特 征共同影响顾客信任和转移障碍。 关键词企业特征；人际关系特征、交易关系特征；信任；转移障碍；顾客保留 CustomerRetentionBased册Trustand barriers：ACase Switching Sl}u由 UU妇nhm砌Io蝴Wf^№n咖 朋曩憎眭111isresearchisintendedto themechanismofcustomer thediversified on explore retention．Integratingperspectives retention：customers’truston and customerretention，wetwoessentialfactors customer identify influencing supplyingenterprises barriers．wcalso threefactorsthat have oncustomers’trustand barriers．and customers’switchingrecognize may impact switching as of transactionaI definethemcharacteristicsof characteristicsof provider,characteristiesinterpersonalrelationships．and ourmodeland showthatthenatureofcustomerretentionisinvolved findings relationships．Casestudysupports hypotheses．The trustand are conditionforcustomerrete-mtionandeither customertrustand barriers switchingbarriers；customerswitching necessary ouethemalonecannotdetermine retention．Thealsoshowthatthecharacteristicsof of customer findings transactional allhave oncustomertrustand barriers． relationships(ChineseGuanxi)and relationshi