顾客忠诚培植研究脉络梳理与未来展望
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外国经济与管理 2009 年 第 31 卷第 12 期, 页码：51 - 57
摘要
参考文献
摘要
本文从研究方法(规范和实证)和研究视野(狭义和广义)这两个角度,把顾客忠诚培植的相关研究成果分为四大支流,即关注顾客忠诚方案负面效应及其消解的狭义规范研究、聚焦于验证顾客忠诚方案与顾客忠诚相关性的狭义实证研究、从自我概念(self-concept)和认同(identity)入手探索顾客忠诚培植的广义规范研究以及以认知心理学为基础检验关系利益、顾客感知价值、互依性等因素与顾客忠诚关系的广义实证研究。在此基础上,本文归纳总结了顾客忠诚培植的影响因素、顾客忠诚的定义和度量等方面有待于进一步研究解决的问题,最后从纵深推进和系统整合方面展望了未来研究。
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[3]Kearney,T J.Frequent flyer programs:A failure in competitive strategy,with lessons for management[J].Journal of ConsumerMarketing,1990,7(1):31-40.
[4]Cigliano,J,Georgiadis,M,et al.The price of loyalty[J].McKinsey Quarterly,2000,13(4):68-77.
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[6]Berman,B.Developing an effective customer loyalty program[J].California Management Review,2006,49(1):123-148.
[7]Nunes,J C,and Dreze,X.Your loyalty program is betraying you[J].Harvard Business Review,2006,84(4):124-131.
[8]马宝龙,李金林,李纯青和王高.回报计划感知价值及其与计划忠诚和品牌忠诚的关系研究[J].南开管理评论,2006,9(5):44-51.
[9]Sirgy,M J.Self-concept in consumer behavior:A critical review[J].Journal of Consumer Research,1982,9(3):287-300.
[10]Fournier,S.Consumers and their brands:Developing relationship theory in consumer research[J].Journal of Consumer Research,1998,24(4):343-373.
[11]Fournier,S,and Yao,J L.Reviving brand loyalty:A reconceptualization within the framework of consumer-brand relationships[J].International Journal of Research in Marketing,1997,14(5):451-472.
[12]Cova,B.Community and consumption:Towards a definition of the“linking value”of product or services[J].European Journal ofMarketing,1997,31(3/4):297-316.
[13]McAlexander,J H,Schouten,J H,et al.Building brand community[J].Journal of Marketing,2002,66(1):38-54.
[14]Schouten,J W,and McAlexander,J H.Subcultures of consumption:An ethnography of the new bikers[J].Journal of ConsumerResearch,1995,22(1):43-61.
[15]Muniz,A M,and O’Guinn,T C.Brand community[J].Journal of Consumer Research,2001,27(4):412-432.
[16]Algesheimer,R,Dholakia,U M,et al.The social influence of brand community:Evidence from European car clubs[J].Journal ofMarketing,2005,69(3):19-34.
[17]马宝龙,李金林和李纯青.回报计划在企业营销创新中的战略意义[J].中国软科学,2007,13(6):115-119.
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俞满娇. 顾客忠诚培植研究脉络梳理与未来展望[J]. 外国经济与管理, 2009, 31(12): 51–57.
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