品牌社区和顾客忠诚研究.pdf

和两类关系——颞客闯的关系、顾客与品麟的关系，并分．柝三季孛作用机制。然后根据 品牌社区的调整模型、层次结构和关系类型分析品牌社区对顾客忠诚的影响机理，即 品牌社区的三类价值和两类关系可以通过影响服务质量、顾客价值、顾客满意、关系 信任和提高顾客的转换成本影响顾客忠诚的实现。本文还根据品牌社区对顾客忠诚的 影响枧理，对企l臣蘑过品牌社区提高顾客忠诚度提出具体的黄锴策略。 关键词：晶牌社区 顾客忠溅 AResearchonBrandComnuni andCustomerl ty Loyaty Abstract 髓1eresearchoncustomer hasbeenthefocusofattentionof loyalty scholarsand scholarsoncustomerresearch marketing entrepreneurs．The loyalty concentratedinthe ofthecustomer the mainly concept loyalty,andinfluencing factorsofthecustomer makea oncustomer loyalty．强ispaper study loyalty fromthe oftheBrand perspective Comunity． withthetraditional6modelofbrand and Combining community，Muniaz 0’Guinn’Sbrand custaner-centricmodelofbrand tria威the ccmunity modelofbrand the community,the community,thispaperadjust generalization modelofbrand the ofthebrand that ccxmunity，andacceptconcept commnity social whicha asthetheme。蕊brandshould brandis network，inbrand comunity includethe otherstakeholders．It brand,customers，enterprise，products，and between includestwo ofrelations：the customers,the types relainship thebrand betweencustomerand represententerprise， relationship