欣喜了为何仍不忠诚?参与情境和转化成本的调节作用

学者和企业实践者已经认识到增加顾客忠诚的真正方式不仅要赢得顾客满意，更要赢得欣喜.以超市和美发服务的顾客调查为依据，考察参与情境和转换成本对顾客欣喜与忠诚关系的调节作用.运用多层回归分析，结果表明转换成本和参与情境显著调节顾客欣喜与忠诚的关系，且参与情境与转换成本的复合调节作用显著，表现出不同的特征.本研究对顾客欣喜与忠诚之间的作用机制和作用方式给予了一定的揭示，为服务企业增强顾客忠诚提供了新的视角和方向.

Why Delighted Customers Are Not Loyal? Moderating Role of Involvement Context and Switching Costs〓

It has gained consistent finding that the real way of increasing customer loyalty is not only to increase customer satisfaction but also to enhance delight. This paper explored the moderating role of involvement context and switching cost on the relationship between customer delight and loyalty depending on a survey of department store and hairdressing service. The research based on the regression analysis method finds that the involvement context and switching costs significantly moderated the relationship between customer delight and loyalty. Additionally， involvement context had significant interactions with switching costs on the relationship between delight and loyalty. This research clearly explains the path between customer delight and loyalty， which can provide a new way of strengthening customer loyalty.