详细信息
“顾客满意—顾客遗憾”矩阵与“顾客重购倾向”管理
Customer Satisfaction and Regret Matrix and customer Repurchase Management
文献类型:期刊文献
中文题名:“顾客满意—顾客遗憾”矩阵与“顾客重购倾向”管理
英文题名:Customer Satisfaction and Regret Matrix and customer Repurchase Management
作者:马勇[1]
第一作者:马勇
机构:[1]河南财经学院工商管理系
第一机构:河南财经政法大学工商管理学院
年份:2006
期号:23
起止页码:97-100
中文期刊名:商业研究
外文期刊名:Commercial Research
收录:CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2004】;
语种:中文
中文关键词:顾客满意;顾客遗憾;顾客重购倾向
外文关键词:customer satisfactions; customer regret; customer repurchase intent
摘要:影响“顾客重购倾向”的两种基本因素是顾客满意和顾客遗憾,二者对“顾客重购倾向”的作用机理是完全不同的。可用顾客满意和顾客遗憾这两个顾客心理变量构建一个影响“顾客重购倾向”的“顾客满意———顾客遗憾”矩阵,通过该矩阵企业可以把自己的产品在其中进行对号入座,以便发现企业产品存在的问题,并采取针对性的营销策略来有效控制和影响“顾客重购倾向”。
Customer repurchase intent is usually affected by two factors: customer satisfaction and customer regret, both involving diffenent mechanisms to influence the tendency of customers to buy. With psychological variables of customer satisfaction and customer regret, the paper aims at buildig customer satisfaction customers regret matrix through which enterprises can ensure of their own products with the appropriate marketing strategies to influene and control custormer repurchase intent.
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