互联网顾客忠诚形成机理研究——基于便利营销理念

发布时间：2018-05-04 18:38

本文选题：消费者感知 + 服务便利　；参考：《技术经济与管理研究》2017年03期

【摘要】：文章基于461份调研问卷统计数据,对B2C模式下影响消费者感知服务便利性前置限定因素进行系统梳理,采用结构方程模型展开实证研究。研究表明:在0.05显著性水平上,浏览便利、订购便利、支付便利、物流配送便利以及服务失误补救便利与互联网顾客忠诚显著正相关;满意度、信任度在互联网顾客忠诚形成机制中具有完全中介作用;支付便利、服务失误补救便利分别构成影响互联网顾客满意度、信任度的重要限定因子,据此建议电商企业在确保高效、安全支付前提下应差异化满足顾客支付偏好,且在服务失误情境下亦应快速响应顾客投诉并制定相应便利补救措施以提升抑或修复顾客忠诚。研究结论对电商企业从消费便利视角切入践行客户导向战略、制定经营管理策略具有一定借鉴意义。
[Abstract]:Based on the statistical data of 461 questionnaires, this paper systematically combs the predefined factors affecting the convenience of consumer perceived service in B2C mode, and carries out an empirical study by using structural equation model. The results show that: at the 0.05 significant level, the convenience of browsing, ordering, payment, logistics distribution and service failure recovery are significantly positively correlated with Internet customer loyalty. Trust plays a complete intermediary role in the formation mechanism of Internet customer loyalty. Payment convenience and service failure remedy convenience constitute the important limiting factors that affect Internet customer satisfaction and trust respectively. It is suggested that the e-commerce enterprises should satisfy the customer's payment preference on the premise of high efficiency and safety payment, and should respond to the customer complaint quickly and make the corresponding convenient remedy measures to promote or repair the customer loyalty in the situation of service failure. The conclusion can be used for reference for e-commerce enterprises to practice customer oriented strategy and formulate management strategy from the perspective of consumption convenience.
【作者单位】：天津大学;
【基金】：国家自然科学基金项目(71072155;71472134)
【分类号】：F274;F724.6

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