本文選題：轉(zhuǎn)換壁壘 + 顧客承諾��； 參考：《旅游科學(xué)》2012年06期

【摘要】：顧客滿意只能部分解釋顧客再購(gòu)意向。轉(zhuǎn)換壁壘的有效設(shè)置可以幫助高星級(jí)酒店更好地留住顧客,提升顧客對(duì)酒店的利潤(rùn)貢獻(xiàn)度和關(guān)系嵌入度。本文在回顧國(guó)內(nèi)外相關(guān)研究的基礎(chǔ)上,以高星級(jí)酒店顧客為研究對(duì)象,深入探討了轉(zhuǎn)換壁壘對(duì)顧客再購(gòu)意向的影響。數(shù)據(jù)分析結(jié)果顯示,轉(zhuǎn)換壁壘可以劃分為程序類(lèi)、財(cái)務(wù)類(lèi)和關(guān)系類(lèi)轉(zhuǎn)換壁壘這三個(gè)維度,驗(yàn)證了這一研究結(jié)論在酒店業(yè)的有效性;關(guān)系類(lèi)轉(zhuǎn)換壁壘對(duì)顧客再購(gòu)意向有著顯著的直接正向影響,同時(shí)關(guān)系類(lèi)轉(zhuǎn)換壁壘通過(guò)情感性承諾間接影響顧客再購(gòu)意向;程序類(lèi)轉(zhuǎn)換壁壘與財(cái)務(wù)類(lèi)轉(zhuǎn)換壁壘對(duì)顧客再購(gòu)意向沒(méi)有顯著的直接影響,然而,這兩類(lèi)轉(zhuǎn)換壁壘通過(guò)顧客承諾間接影響顧客再購(gòu)意向。
[Abstract]:Customer satisfaction can only partially explain the customer's repurchase intention. The effective setting of conversion barriers can help high star hotels to retain customers better and enhance the profit contribution and relationship embedding degree of customers to the hotel. On the basis of reviewing domestic and foreign related research, this paper takes high star hotel customer as the research object, deeply discusses the influence of conversion barrier on customer repurchase intention. The result of data analysis shows that the conversion barrier can be divided into three dimensions: program class, financial class and relationship class, which verifies the validity of this research conclusion in hotel industry. The relationship class conversion barrier has a significant direct positive impact on the customer re-purchase intention, and the relationship class conversion barrier indirectly affects the customer re-purchase intention through emotional commitment. Procedural barriers and financial barriers have no direct impact on customers' repurchase intention. However, these two types of barriers indirectly affect customer repurchase intention through customer commitment.
【作者單位】： 中山大學(xué)管理學(xué)院;
【基金】：教育部人文社會(huì)科學(xué)研究項(xiàng)目“基于價(jià)值創(chuàng)造的服務(wù)性企業(yè)戰(zhàn)略聯(lián)盟體系研究”(09YJC630234)
【分類(lèi)號(hào)】：F224;F274;F719

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本文編號(hào)：1929243