顧客忠誠的理論研究與實踐探索.pdf

1、天津大學碩士學位論文顧客忠誠的理論研究與實踐探索姓名：王光宇申請學位級別：碩士專業(yè)：信息管理與信息系統(tǒng)指導教師：劉金蘭20070101ABSTRACTWitllthemarketcompetitionpickingupandthecustomerscontestrisingmoreandmoreenterpriseswhichfocusedonproductshavebecometOfocusOilcustomers，andtheyma

2、kemarketingstrategytoretainoldcustomersbutnotonlytOattractnewcustomersThreatenedbythecompetitorsandtheproductsandserviceswiththesamequalities，ithasbecomeanimportantstrategyfortheenterprisestowinthemarketbyretainingthecus

3、tomercolonyThemobilecommunicationserviceinourcountryischangingfrommonopolytOcompetitionunderthegovernmentpoliciesHowtOmanagecustomerloyaltyeffectivelyhasbecomeoneofthemosturgentproblemsAccordingtoresearchingthepreviouspa

4、persandacademicanalysis，thethesisdividedtheconceptofcustomerloyaltyintoattitudeloyaltyandbehaviorloyalty；concludedeightdrivevariablesofqualityprice，employeeservice，enterpriseimpression，customercomplaint，customerretainmen

5、t，riskcost，studycostonthebaseofthreemostimportantresearchfieldsofcustomersatisfaction，customerrelationship，transformationcost；collecteddatabyquestionnaireinterviewdrawedthedrivevariablesbyfactorsanalysis，constructedmodel

6、bystepwiseregression，exploredthedifferentdrivevariablesbetweenattitudeloyaltyandbehaviorloyalty；madetheconclusionthatiflmobilecommunicationservice，thedrivevariableswhichinfluenceattitudeloyaltyarequalityprice，employeeser

7、vice，enterpriseimpression，customercomplaint，riskCOSt，thedrivevariableswhichinfluencebehaviorloyaltyarequality，price，employeeservice，customerretainment，riskCOSt，studycost；combiningthemodelanalysisresultandpracticeofmobile

8、communicationservice，thethesisdiscussedtheshortcomingsandproposedthereasonablemarketingstrategyofattitudeloyaltyandbehaviorloyaltyTherearethreeinnovationsinthethesisFirstconcludedthedrivevariableswhichinfluencedcustomerl

9、oyaltydirectlyonthebaseofthepreviouspapersandacademicanalysisSecond，foundoutthereweredifferentdrivevariablesbetweenattitudeloyaltyandbehaviorloyalty，constructedattitudeloyaltymodelandbehaviorloyaltymodelwhichexplainedthe

10、conflictingofcustomers’attitudesandbehaviorsThird，suggestedmobilecommunicationservicethattheyshouldplandifferentmarketingstrategiestoachievethedifferentmarketgoals。KEYWORDS：AttitudeloyaltyBehaviorloyalty，Drivevariable，F(xiàn)a