多忠诚顾客与单一忠诚顾客差异比较研究

MANAGEMENTREVIEWVol.22No.012010123（1.，110004；2.，100872；3.，），。，。，、、；、、；。。；；；2008-03-17（70672021）。，，；，，；，。。199423000Sloan1995。197524.2%198421.7%18%12%DwyerOh1987。Oliveira-Castroetal.2005/Rustetal.2004。。、、、、、。1、45Vol.22No.0120101952Brown“”Brown1952“”、dividedloyalty。1956Cunningham“”dual-brandloyalty、“”triple-brandloyalty。Brown1952KauAhEhrenberg1984)Jacoby1971。Oliver“”Oliver1999“”“”。。2007、、。2007。。。2、1、、、、。。SzymanskiHenard2001。Oliver1999。20062006。。。Bouldingetal.1993。、。。H1。ChaudhuriHolbrook2001。。H2:。。、、、Oliver1999。、。146MANAGEMENTREVIEWVol.22No.012010H3。。。。Hisrich1972。H4。。DwyerOh1987。MorganHunt1994。Traylor1981。H5:。2、。ChaudhuriHolbrook2001DickBasu1994。。Heymanetal.2005。Huber1983/。。H6。。WOMDickBasu1994Zeithamletal.1996。。H7。1、。。diarystudyMattila2001。。47Vol.22No.012010、、、。266、、21518-3248%52%。2、Mattila2001。Ganesh2000ChaudhuriHolbrook2001LastovickaGardner1979AgarwalTeas2001HarrisGoode2004Too2001Zeithaml1996。7Likert。、、、、17。、、17。3、test-retest。60。SPSS11.5、、0.600.50。43354433。1、。215。50%“”10%“”“”2007。10410110。2、SPSS11.5LISREL8.54、。CFALISRELML。29Skewness0.00-0.873Kurtosis0.00-0.98102005LISREL1。1。R20.5Pr4、Pr5、Com2、WOM34。251。0.80-0.950.7R20.50T7.79-17.823.290.001。compositereliabilityBagozziYi1988CR0.6。1CR0.860.950.6。Cronbach’sαCronbach’sα。48MANAGEMENTREVIEWVol.22No.0120101TR2CRVESatSat10.8414.370.710.910.72Sat20.9015.050.81Sat30.8414.450.71Sat40.8113.550.66TrustTrust10.9417.820.880.950.87Trust20.9317.380.86Trust30.9317.380.86PvPv10.8113.190.660.860.70Pv20.8915.050.79Pv3。0.8013.080.64PrPr10.8715.300.760.910.78Pr2*0.8815.460.77Pr3*0.9015.140.81ComCom10.9115.170.830.910.77Com30.9115.190.83Com40.8113.540.66LoyLoy10.8915.880.790.930.76Loy20.9115.550.83Loy30.8715.350.76Loy40.8113.690.66PsPs10.9417.540.880.930.82Ps20.9015.230.81Ps30.8815.500.77WOMWOM10.827.790.670.880.79WOM20.9510.790.902、、、、、、、。。。constructvalidityconvergentvaliditydiscriminantvalidi－ty。VE。VEVE0.50。1VE0.700.870.50。AVE、、。。AVE2。AVE。。χ2=241.49df=247χ2/df=0.98p=0.59GFI=0.92AGFI=0.89NFI=0.95NNFI=1.00CFI=1.00SRMR=0.03RMSEA=0.00。0.810.952005。3、multiplegroupsSEMLISREL8.54。*。49Vol.22No.0120102AVE。。SEMBagozziYi1989。OMoriginalmodel1OM1overidentifiedmodel1λi(M)=λi(U)i=1…252OM2overidentifiedmodel2:λi(M)=λi(U)i=1…25λi1(M)=λi1(U)i=1…5βi1(M)=βi1(U)i=23。OMOM1OM1OM2。OMOM1。OM1OM2。SatTrustPvPrComLoyPsWOM10.8520.190.9330.180.300.834-0.08-0.18-0.160.8850.080.090.18-0.010.8860.420.350.39-0.260.290.877-0.09-0.06-0.130.10-0.03-0.250.9180.110.030.110.14-0.050.300.010.89AVE，。3OM。χ2=623.52df=562OMVs.OM1Δχ2=9.06χ2Δdf=17(0.05)=24.77p=0.96OM1Vs.OM2Δχ2=21.14χ2Δdf=9(0.05)=16.92p=0.00OM1。χ2=632.58df=579OM2。χ2=653.72df=58831。12。。4。4T2.27-3.410.05。0.211、、、、2、3、5、、、、4、6、7。。50MANAGEMENTREVIEWVol.22No.0120104、1、。。M_Loy=0.21×Sat+0.20×Trust+0.23×Pv-0.29×Pr+0.24×Com+0.50Ps=-0.35×Loy+0.68WOM=0.34×Loy+0.57U_Loy=0.21×Sat+0.31×Trust+0.31×Pv-0.22×Pr+0.30×Com+0.50Ps=-0.30×Loy+0.68WOM=0.29×Loy+0.57、、、、、、。0.21、0.20、0.23、0.240.30。0.31、0.31、0.30/0.21。/。2、。1。。。MUγ11(Sat→Loy)0.21*(2.32)0.21*(2.27)γ11M=γ11Uγ12(Trust→Loy)0.20*(2.28)0.31**(3.19)γ12Mγ12Uγ13(Pv→Loy)0.23*(2.45)0.31**(3.04)γ13Mγ13Uγ14(Pr→Loy)-0.29**(-3.27)-0.22*(-2.44)γ14Mγ14Uγ15(Com→Loy)0.24**(2.59)0.30***(3.41)γ15Mγ15Uβ21(Loy→Ps)-0.35**(3.07)-0.30**(2.82)β21Mβ21Uβ31(Loy→WOM)0.34**(-3.21)0.29**(-2.91)β31Mβ31U：***p0.001，**p0.01，*p0.05；T；(M)，(U)。51Vol.22No.012010。。2。。/。。3、。1。。。。、、。2“”。。“”。“”“”、。。“”、。3。、。。“”。MooreSekhon2005。。、、。。、。inertialmulti-loyaltystablemulti-loyaltyvarietyseekingmulti-loyalty。[1]Sloan,Pat.BrandsAreBack[J].AdvertisingAge,1995,66(8):1-352MANAGEMENTREVIEWVol.22No.012010[2]Dwyer,F.RobertandSejoOh.OutputSectorMunificenceEffectsontheInternalPoliticalEconomyofMarketingChannels[J].JournalofMarketingResearch,1987,24(4):347-358[3]Oliveira-Castro,JorgeM.,DiogoC.S.Ferreira,GordonR.FoxallandTeresaC.Schrezenmaier.DynamicsofRepeatBuyingforPackagedFoodProducts[J].JournalofMarketingManagement,2005,21(1/2):37-61[4]Rust,RolandT.,KatherineN.LemonandValarieA.Zeithaml.ReturnonMarketing:UsingCustomerEquitytoFocusMarketingStrategy[J].JournalofMarketing,2004,68(1):109-127[5]Brown,George.BrandLoyalty-FactorFiction?[J].AdvertisingAge,1952,23(9):53-56[6]KauAh,KengandAndrew.S.C.Ehrenberg.PatternsofStoreChoice[J].JournalofMarketingResearch,1984,21(4):399-409[7]Jacoby,Jacob.AModelofMulti-BrandLoyalty[J].JournalofAdvertisingResearch,1971,11(3):25-31[8],,.[J].,2007,228(3):79-87[9]Szymanski,DavidMandDavidHHenard.CustomerSatisfaction:AMeta-analysisoftheEmpiricalEvidence[J].JournaloftheAcademyofMarketingScience,2001,29(1):16-35[10]Oliver,RichardL.WhenceConsumerLoyalty?[J].JournalofMarketing,1999,63(SpecialIssue):33-44[11],,.[J].,2006,(8):94-103[12],.[J].,2006,18(2):57-62[13]Boulding,William,AjayKalra,RichardStaelinandValarieAZeithaml.ADynamicProcessModelofServiceQuality:FromExpectationstoBehavioralIntentions[J].JournalofMarketingResearch,1993,30(1):7-27[14]Chaudhuri,ArjunandMorrisB.Holbrook.TheChainofEffectsfromBrandTrustandBrandAffecttoBrandPerformance:TheRoleofBrandLoyalty[J].JournalofMarketing,2001,65(2):81-93[15]Hisrich,RobertD.,RonaldJ.DornoffandJeromeB.Kernan.Perc