旅游景区顾客忠诚影响因素分析

湖南大学硕士学位论文旅游景区顾客忠诚影响因素分析姓名：彭锦霞申请学位级别：硕士专业：@指导教师：喻建良2007040142090T5AbstractWiththeaccelerationofcompetitioninconsumptionmarketandtherisingofcostincontentionforcustomer,ithasalreadybecomeavitalstrategyforenterprise’ssuccessinmarkettobuildupandmaintainagroupofloyalcustomers.Itshouldbeanimportantguaranteeforalong-termanddirectionallyinteractiverelationshipbetweenenterpriseandcustomertoconstituteandimplementthestrategyofcustomer’sloyaltymanagement,offercustomercomprehensiveanddiverseservice,andcarryoutcompletepromiseforcustomer.ThereFor,howtoestablishandmaintaincustomer’sloyaltyhasbecomeafocusconcernedbyenterpriseandtheoristofcustomer’srelationshipmanagement.Thetheoryofcustomer’sloyaltyisaprecedingresearchdomainofcurrentinternationalmarketing.Inthemediumtermof1990s,theresearchincustomer’sloyaltybecometheotherhotspotbesidesthatincustomer’ssatisfaction.Itisuniversallybelievedthatbuildingupcustomer’sloyaltyisaneffectiveapproachforenterprise’sadvantagesincompetition.However,therestillisinadequateresearchintheproblemofcustomer’sloyaltyintraveling.Regardingtouristresortasastudyobject,thispaperexplorestheestablishment,developmentandmanagementstrategyofcustomer’sloyaltythere.Firstly,itanalyzesanddissertateoverseasrelativetheoryoncustomer’sloyaltyfromitsconnotation,classificationandeffectfactors,reviewingoverseasanddomesticresearchinthemodelofcustomer’sloyaltyandsatisfaction.Secondly,byconcludingtheresearchfruitsofthefactorsofinfluenceonthedegreeofcustomer’sfaithfulnessachievedbyformerresearchers,itanalysesthethreeaspectsofcustomer’sfaithfulness,behaviorfaithfulness,intentionfaithfulnessandemotionfaithfulness.Thirdly,withtheobjecttouristresortofYueLumountainandtheinvestigationobjectoftouriststhere,itconductsresearchbythemeansofon-the-spottalkandpoll,itputsforwardanassumptionofsamples,thenbyapplyingtheinvestigationstatistics,itexaminesthefaithfulnessandTvalueofthepollandsamplehypothesis.Atlast,fromcustomer’sorientation,customer’ssatisfaction,comprehensivequalitymanagement,valueelevationandemotionmarketing,itpointsoutthewaybywhichthemanagementnormofcustomer’sloyaltyattouristresortcanbeimproved,alsoincludingthestrategiesofestablishing,cultivatingandmanagingcustomer’sloyalty.Themajorpointdiscussedinthearticleisaimedattouristresort.Itsresearchresultcanprovidehelpfulandpracticalreferenceforthedevelopmentandpracticalresortinfuture.Thestrategiesofestablishment,cultivationandmanagementofcustomer’sloyaltyattouristresortwillstillbeenrichedandimprovedmoreinthepracticeofcustomer’sloyaltymanagement.Keywords:TouristSceneryArea;DegreeOfCustomer’sFaithfulness;FactorOfInfluence611.1209070801985[1][2][3]2090GaetnerGroupCRMJacobyRobertW.Chestnut19781999RichardL.01iver[4]7?WTO8ReacherInternationalTedLevitt[5]1.2207070901996SandraVandermerwe[6]1SlaterMarver4-69225%-85%Bain&Company34[7]206080101.31.3.1,1.3.2111.11.11222.1CustomerLoyahyJacoby&Chestnut1978[8]stoacka&Gronroons1995RelativeattitudeAjzen&Fishbein1980Gremler&Brown1996Dick&Basu1994[9],13342.2Brown1952Lipstein1959Kuehn1962Day1970Jacoby&Chestunt1978[10]2.2.1Dick&BasuDick&Basu199414[11]2.2.2Jones&SasserJones&Sasser1995//////[12]2.2.3Gremier&BrownGremier&Brown19962.2.4KathleensindellKathleensindell1998Kathleensindell72.2.5TerenceA.ShimpTerenceA.Shimp1997150%210%50%30%10%[13]152.32.3.11994[14]EncouniersatisfactionOveranSatisfaction//Bitner&Hubbert1994ParasuramanZeithaml&Berry1994[15]lEllenGarharino&MarkS.Johnson19992RolandT.Rust&AnthonyJ.Zahorik19933J.JosephCroninJr&StevenA.Taytor1992Oliver1999Thomas0.Jones&W.EarlSasserJr.1995164Coyne19892.12.1Coyne[16]2.3.21MorganRobertM.&ShelbyD.Hunt19942MoormanChristineGeraldZaltman&RohitDeshPande1992317[17]1AndersonLodish&Weitz1987Dormey&Cannon19972PatriciaM.Doney&JosephRcannon1997ShankarGanesan19943SyedSaadAndaleeb1992ChristineMoormanGeraldZaltman&RohitDesPande1992ShankarGanesan1994[18]lPatricaM.Doney&JosePhP.Cannon19972ArjunChaudhuri&MorrisB.Holbrook20013WetzelsMartinKodeRuyter&MarcelvanBirgelen1998420042.3.3DavidT.Wilson1995181MarkPritchardMarkE.Havitz&DennisR.Howard19992LauceA.Bettencourt199734[19]2.42.4.12.219[20]2.2..19992.4.22.320[21]2.3..20022.4.3CSI19991999ECSI132212.4ECSI:KaiKristensenAnneMartensenandLarsGronhold:Measuringtheimpactofbuyingbehaviouroncustomersatisfaction.TotalQualityManagement19997:89-962.4ECSIECSIECSI725[22]2.4.42.5EllenGarbarino&HarkS..Tohnson1999222.5:EllenGarbarinoMarkSJohnson:Thedifferentrolesofsatisfactiontrustandcommitmentincustomerrelationships.JournalofMarketing19994:70-87.AndersonWeitz1992DickBasu1994[23]2.4.5Blackwell1999[24]2.62.6-:S.A.BlackwellS.L.SzeinbachJ.H.BarnsesD.W.GarnerandVBushTheAntecedentsofCustomerLoyalty[J]JournalofServiceResearchVol.lNo.4May1999pp362-375.2.4.6Michael1999232.7[25]2.7:MichaelJ.RyanRobertRaynerandAndyMorrison.DiagnosingCustomerLoyaltyDrivers.MarketingResearch.1999No.22.52080199420011997242003[26]MadoxR.N1985DavidFoster90FosterMillan1020006()76.24[27]2533.13.1.112345[28]H1263.1.2()()Cronin20002002[29]H2()()()Blackwell1999[30]H327PhilipKotler“”[31]H4OliverBloemer1998[32]H5H6Cronin(2000)28H