汽车后市场顾客忠诚度形成机制研究

基于消费者视角研究汽车后市场顾客忠诚度,将顾客忠诚分为态度忠诚和行为忠诚,分别建立结构方程模型,对两者进行单独研究。以企业形象、转换成本及顾客满意度为一阶潜因变量,服务品质为二阶潜因变量,研究不同潜因变量对顾客忠诚度的影响程度,并比较相同的潜因变量对态度忠诚与行为忠诚的影响是否具有显著差异。研究结果显示:态度忠诚模型与行为忠诚模型均有不错的拟合度,但相比之下,行为忠诚模型的拟合效果更佳;企业形象、服务质量与满意度对态度忠诚的影响大于对行为忠诚的影响,转换成本对行为忠诚的影响大于对态度忠诚的影响,但影响效果并未达到显著差异。

Formation mechanism of customer loyalty in automotive aftermarket

Based on the perspective of consumers, customer loyalty in automotive aftermarket was studied. Customer loyalty was divided into attitude loyalty and behavior loyalty. Structural equation models were established to study these two models separately. Taking enterprise image, switch cost and customer satisfaction as the first-order latent variable, service quality as the second-order latent variable, the influence degree of different latent variables were studied. The effects of same variables on attitude loyalty and behavior loyalty were compared. The results show that the attitude loyalty model and behavior loyalty model are well matched, but in contrast, the behavior loyalty model fits better. The influence of corporate image, service quality and satisfaction on attitude loyalty is greater than that on behavior loyalty, and the influence of switching cost on behavior loyalty is greater than that on attitude loyalty, but the effect is not significantly different.