顾客越专业就越不忠诚吗——基于基金投资者顾客专业度悖论的实证研究

被引：9

作者：

黄敏学 ^{[1
]}

周学春 ^{[2
]}

王长征 ^{[1
]}

机构：

[1] 武汉大学经济与管理学院

[2] 清华大学经济管理学院与中国民生银行联合博士后工作站

来源：

南开管理评论 | 2014年 / 17卷 / 01期

关键词：

顾客专业度; 悖论; 承诺; 行为忠诚; 态度忠诚;

D O I：

暂无

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

在产品专业性强和复杂性高的行业中,企业希望通过对顾客专业知识的培训来提高其忠诚度,然而实际结果却可能事与愿违。这就是所谓的"顾客专业度悖论"现象。本文通过引入关系承诺理论来破解这一悖论,通过对基金投资者的调查分析发现,投资者专业度的影响具有双刃性,即投资者的专业度会通过计算承诺对行为忠诚产生负向影响的同时,又会通过情感承诺对行为忠诚产生正向的影响,其中负向影响大于正向影响,从而形成了以往研究中已被观察却未很好解释的顾客专业度悖论现象;另一方面,无论是通过计算承诺还是情感承诺,投资者专业度对态度忠诚的影响都是正向的。此外,研究还发现专业度高的顾客态度忠诚较高,专业度低的顾客行为忠诚较高。本研究的结论对企业从事顾客专业知识培训和对不同专业度水平的顾客管理具有很好的实践指导意义。

引用

页码：105 / 112+144 +144

页数：9

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