基于动态视角的工业品顾客忠诚影响因素研究——以珠三角地区电子类制造企业为例

摘要

From the dynamic perspective, this paper divides customer loyalty of industrial products into throe phases, i.e. the formati~ stage, the maintaining stage and the erosion stage, and conducted empirical research on the factors of customer loyalty in tl~ formation stage and maintaining stage. Sampling survey was conducted on the electronic manufacturing enterprises of the pea river delta region of China, and firsthand data were analyzed and verified by the tool of SEM. The results showed that as ti~ development of customer loyalty relationship, influence factors of customer loyalty would change correspondently. The maj~ effect factors in the formation stage were customer value and service quality while in the maintaining stage they were custom~ trust. On that basis, the paper constructed a dynamic model of customer loyalty of industrial products.%从动态角度出发，将工业品的顾客忠诚分成形成、维持、流失三个阶段，并对忠诚形成阶段和维持阶段的影响因素进行了实证研究。对我国珠三角地区的电子类制造企业进行了抽样调查，运用结构方程模型等工具对调研的数据进行分析验证。结果表明，随着顾客忠诚关系的不断发展，影响顾客忠诚的因素也发生了相应的变化，顾客忠诚形成阶段的主要影响因素是顾客价值和服务质量，忠诚维持阶段的主要影响因素为顾客信任。在此基础上，构建了工业品顾客忠诚的动态发展模式。