本文選題：認知忠誠　切入點：情感忠誠　出處：《中國工業(yè)經(jīng)濟》2008年03期

【摘要】：長期以來,人們總是把忠誠當成真正忠誠的代名詞,甚至在忠誠與完全忠誠之間劃上了等號。然而,那些圍繞在我們身邊的朋友,那些在買賣關系中聲稱是你永遠忠誠伙伴的合作者,當真是真情所在嗎?Oliver早在1997年就把顧客忠誠劃分為認知忠誠、情感忠誠、意向忠誠和行為忠誠四種。但過去的研究卻忽略了用細分的忠誠去預測消費者的行為。為了揭示認知忠誠和情感忠誠消費者忠誠度和購買份額之間存在的差異,作者以中國酒店行業(yè)為抽樣對象,以客戶關系贏回管理為背景,通過對認知忠誠和情感忠誠顧客的忠誠度和購買份額絕對量的比較,以及兩種忠誠與購買份額之間關系擬合的函數(shù)曲線形狀來預測和評估消費者的行為傾向。研究結果表明,對供應商而言情感忠誠消費者比認知忠誠消費者的忠誠度更高,購買份額更多,維持時間更長;對廠商而言情感忠誠比認知忠誠具有更高獲利價值。因此,能否有效地區(qū)分認知忠誠和情感忠誠行為對企業(yè)的營銷實踐具有重要的現(xiàn)實意義。
[Abstract]:For a long time, loyalty has always been regarded as a synonym for true loyalty, even equating loyalty with complete loyalty. However, the friends around us, Are those collaborators who claim to be your forever loyal partners in a business relationship really true? Oliver classified customer loyalty as cognitive loyalty and emotional loyalty as early as 1997. Intention loyalty and behavioral loyalty. But past studies have neglected to predict consumer behavior with subdivided loyalty. In order to reveal the difference between cognitive loyalty and emotional loyalty consumer loyalty and purchase share. The author takes the Chinese hotel industry as the sample object, takes the customer relationship win back management as the background, through the cognition loyalty and the emotion loyalty customer loyalty and the purchase share absolute quantity comparison, The relationship between loyalty and purchase share is fitted to predict and evaluate consumers' behavioral tendency. The results show that emotional loyalty consumers are more loyal to suppliers than cognitive loyal consumers. The purchase share is more, the maintenance time is longer; the emotional loyalty has higher profit value to the firm than the cognitive loyalty. Therefore, whether to distinguish the cognitive loyalty and the emotional loyalty behavior effectively has the important practical significance to the enterprise marketing practice.
【作者單位】： 西南財經(jīng)大學工商管理學院
【基金】：國家自然科學基金項目“顧客的多忠誠研究”(批準號70672021)
【分類號】：F713.55;F224

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