發(fā)布時間：2019-02-17 07:59

【摘要】：顧客忠誠是一把雙刃劍,為企業(yè)帶來盈利的同時,也會為企業(yè)帶來不利影響。比如在秒殺情境下,由于對特殊待遇的期待,忠誠顧客可能會對自身秒殺成功的概率作出錯誤判斷。對此判斷偏差產(chǎn)生的前提條件和原因進行探究。通過2個實驗,結(jié)果表明,當消費者有投入時,感知秒殺成功的概率更高,值得特殊對待在其中起到中介作用。面對秒殺失敗,有投入的忠誠顧客更易于對商家產(chǎn)生抱怨;無投入的顧客更可能抱怨秒殺活動本身。
[Abstract]:Customer loyalty is a double-edged sword, which brings profit to enterprises, but also brings adverse effects to enterprises. For example, in a situation of easy defeat, due to the expectation of special treatment, loyal customers may misjudge their probability of easily defeating success. This paper probes into the precondition and reason of the deviation of judgment. Through two experiments, the results show that when consumers have input, perception is more likely to beat success easily, which deserves special treatment to play an intermediary role. Committed loyal customers are more likely to complain about businesses when they easily defeat failure, while non-committed customers are more likely to complain about flash sale activity itself.
【作者單位】： 南開大學商學院;
【基金】：國家自然科學基金資助項目(71372099,71502120) 中央高校專項資金資助項目(96176616)
【分類號】：F274
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本文編號：2424933