顾客契合：个人心理影响因素及对顾客忠诚感的影响

营销科学学报 ›› 2013, Vol. 9 ›› Issue (2): 99-110.

顾客契合：个人心理影响因素及对顾客忠诚感的影响

韩小芸，余策政

韩小芸，中山大学管理学院教授，通讯作者，E-mail: hanxy@mail.sysu.edu.cn。
余策政，中山大学管理学院硕士，E-mail：yoosejeng@gmail.Com。

出版日期:2013-06-01 发布日期:2013-08-09
基金资助:
本文受国家自然科学基金项目（70802064、71272194）和高校基本科研业务费中山大学青年教师培育项目“旅游企业顾客深度参与行为研究”资助，感谢两位匿名评审专家的宝贵意见。

Customer Engagement：Psychological Antecedents and Its Effect on Customer Loyalty

Han Xiaoyun, Yu Cezheng

Business School, Sun Yat-Sen University

Online:2013-06-01 Published:2013-08-09

摘要/Abstract

摘要：

本文从顾客的角度，探讨顾客个人心理影响因素，包括顾客投入、顾客心理授权、顾客心理所有权对顾客契合的影响，以及顾客契合对顾客忠诚感的影响，并采用实证研究方法，对研究模型进行了检验。数据分析结果表明：顾客投入和顾客心理所有权都对顾客契合有直接的正向影响，而顾客心理授权则通过顾客心理所有权间接影响顾客契合；此外，顾客契合对顾客忠诚感有直接的正向影响。

关键词: 顾客契合, 顾客投入, 顾客心理授权, 顾客心理所有权, 顾客忠诚感

Abstract:

The authors develop a research model to test the effects of three psychological factors( customer involvement, customer psychological empowerment and customer psychological ownership) on customer engagement, and the impact of customer engagement on customer loyalty. The results show that customer involvement and customer psychological ownership are positively related to customer engagement; however, customer psychological empowerment affects customer engagement indirectly. Customer engagement has direct and positive effect on customer loyalty.

Key words: Customer engagement, Customer psychological empowerment, Customer psychological ownership, Customer involvement, Customer loyalty

韩小芸，余策政. 顾客契合：个人心理影响因素及对顾客忠诚感的影响[J]. 营销科学学报, 2013, 9(2): 99-110.

Han Xiaoyun, Yu Cezheng. Customer Engagement：Psychological Antecedents and Its Effect on Customer Loyalty[J]. Journal of Marketing Science, 2013, 9(2): 99-110.