移动通信行业顾客忠诚及其决定因素的研究

华侨大学硕士学位论文移动通信行业顾客忠诚及其决定因素的研究姓名：周东睿申请学位级别：硕士专业：企业管理指导教师：杨树青20090501IIISPSS13.0:(1):(2)IV(3):VABSTRACTWiththecompetitionpickingupandthecustomercontestcostrisingintheMobileindustry.Cultivateandmaintainloyalcustomergroups(especiallyhigh-valuecustomers)hasbecomeanimportantstrategyinthecurrentpattern.Astotheresearchontheformingmechanismofcustomerloyalty,theliteratureinexistencehasprobedintotheinfluencefactorsofcustomerloyaltyinallindustry,buttothedeterminantsofcustomerloyaltyinMobileindustry,andtheinteractionbetweenthedeterminantshavenotanalyzedtheoreticallyandempirically.So,basisonthethepreviousresearch,thethesiscombiningtheoreticalanalysiswithempiricalresearch,triestoconstructthedeterminantmodelofcustomerloyaltyinMobileindustry,andtesttheassumptionandthemodelempirically.Theworkofthisthesismainlyincludesaspectsasfollows:Basedonthevariouspreviouspaperandacademicanalysis,thispapertheoreticallyanalyzesthedeterminantofcustomerloyaltyinMobileindustryandthenbuildtheoreticalmodel;SelecttheMobilemarketasthesurveyobjectcollectdata,combiningwiththeSPSS13.0analysistechnologytotesthowmuchVIthedemonstrationofthesehypothesesandthemodelsustain.Throughtheaboveresearchwork,themainconclusionsofthisthesisareasfollows:(1)CustomerloyaltyofMobileindustryisdeterminedbymanyfactors.Itconsistsofswitchingcost,competitionoftheindustry,customersatisfaction,customerperceivedvalue,customertrustandservicequality.(2)CustomerloyaltyofMobileindustrycanbedividedintoattitudinalloyaltyandbehaviorloyalty.Themeasurementofattitudinalloyaltymainlyfocusesontheperceptionofemotionalfactorsduringtheyserved.Whereasthebehaviorloyaltyismainlybecauseofhighperceivedswitchingcostorlackofcompetition.(3)ThedeterminantshaveinteractiononthecustomerloyaltyinMobileindustry.Thatistosay,thefactorinfluenceeachother,andtheyalsohaveinteractiononthecustomerloyalty.KeyWords:MobileIndustry,Customerloyalty,modelofdeterminants,interactionII2009111.11.1.1CRM20004203G1.21.1.2200912(sherden)80/20/30:20%80%30%[1]1552585[2]234(Oliver,1996)200933G1.21.2.1JacobyChestnut(1978)30050Oliva,OliverMacMillan(1992)200914DickBasu1994RichardL.Oliver(1997)1999OliverKathleenSindell(1998)[3]Blackwell1999200951.2.220012002,,,,20022003IT(1),,,,(2),(3),,2003820091620032004,,,,1.31.3.11234200975111-11.3.220091812341.3.32009922.12.1.1(CustomerLoyalty)(BrandLoyalty)2070(Jacoby&Chestnut,1978)(Storbacka&Gronroos,1995)(RelativeAttitude)(Ajzen&Fishbein,1980)(Gremler&Brown,1996)DickBasu1994)[4]JacobYDavNB.Kyner6(1)()(2)()(3)(4)(5)(6)20092102-1Jacoby,1971Chestnut1978Ajzen&fish,1980,Jeuland,1979;Colombo&Morrison,1989Engel,J.F.,Blackwell,R.D.andKollat,D.T.,1982Raju,1990Moormanetal.,1992Assael,1990;Keller,1993Boulding,1993Tucker,19933Keller,1993Morgan&Hunt,1994Dick&Basu,1994200911Wellington,1995Oliver1997Zeithaml,1996;KalwaniManoharU.andKarakesariNarayandas1995Gremler&Brown,1996Rossiter,JohnR.,andLarryPecy,1997Oliver(1999)2000200220092122.1.2(DeRuyter,MoormanandLemmink,2001)(Day,1970;Jacoby&Chestnut,1978)1Dick&Basu(1994):2222Dick&Basu((Loyalty)(LatentLoyalty)()200913(SpuriousLoyalty)Kathleen(2000)(NoLoyalty)2GremlerBrown(1996)2120092143Jones&Sasser(1995)23()()()()22Jones&Sasser2.1.3(Jacoby&Chestnut1987)1Morgan&Hunt(1994)2009152(Day,1970)3(AnalyticalHierarchyProcess,AHP)2.220092162.2.1[5](1)()Oliver[6]()()ACSI23ACSI20091723(ACSI)(2):Blackwell1999(24)[7]McDougall20002524Blackwell200921825McDougall(3)Ryan(1999)26[8]2726Ryan272009192.2.2BouldingZeithamlChernatonySegal-HornRuyter(1999)[9](Aaker;Berry)151245186[10]TaylorBaker(1994)ParasuramanZeithamlBerry(1994)2009220Andreasen[11]AndreasenRuyteGanesh()(Bendapudi&Berry1997Liljander&Strandvik1997Berry,1995)(Gwineretal1998;Beattyetal.1996;Liljander&Strandvik,1995;Liljander&Strandvik,1994)200921Reynolds,DardenMartin(19741975)Goldman(1977)McDonald(1993)200932233.13.1.1ParasuramanZeithamlBerry(1985)Bitner(1996)13G23200923,Cunningham19664VIP53.1.2Zeithaml(3-1)20093243-1,,,,(),,3.23.2.12009251(Leigh&Claude)2(CognitiveMan)3[12]2009326H13.2.2(Fornell,1992Oliver&Swan,1989Taylor&Baker,1994):H2aH2b3.2.3PeterDruker1965200927Mc-Dougall(2000),43.6%47.7%33.3%29.0%(customerequity)RustZeithamlLemon[13]H3aH3b3.2.420002009328(Rempel,Holmes1986)Granovetter(1985)Geyskens&Steenkamp(1995)DeRuyter,Moorman&Lemmink(2001)H4aH4b3.2.5Boulding[14]RuyterZeithaml[15]Parasuraman[16]200929H53.2.6Ganesh(2000),(H63.2.7Fornell,2009330()H73.2.8(Ganesan,1994)Schurr&Qzanne,1985BerryandParasuraman1991TurnballandWilson1989Beatty1996LiljanderandStrandvik,1995200931H8Patterson(1997)H9H10(switchingcost)(Jonesetal.2002)(WhitenandWakefield2006)(Klemperer.1995)(Guiltinan1989Klemperer1987)2009332H11KanoH12H13ACSIZeithaml1988(customerperceivevalue,CPV),200933H14H15H163.32009334313120093544.14.1.1:???200943641412G2009374.1.2SPSS13.0(corrected-itemtotalcorrelation,CITC)(Purify)(Cronbach)a(TheCronbachalpha)2Likert533415347174.2Likert55464.2.12009438(Gremler,1995Ping,1993)contentdomain)(Churchill,1979)Cronbachalpha42444648410412142Zeithaml,Berry,&Parasuraman(1985,1988)Spreng&Olshavsky(1993);Woodruff(1997)Zeithaml,Berry,&Pa