交叉销售调节下的顾客忠诚_来自医药零售企业的实证分析

20079Finance&TradeEconomics,No19,20073X:,,,,::,,100872;:,100872;:,100872:F71315:A:1002-8102(2007)09-0111-06,,(Cross-selling),,,,,,,,,,,,,,,,:,,;,(),,,(CroninTaylor,1992;Heskett,1997),111X(:70472069)(Oliver,1999),,(ReicheldSchefter,1997;MacintoshLockshin,1997;Sirdeshmukh,SinghSabol,2002),(MacintoshLockshin,1997),,(JonesSasser,1995;GremlerBrown,1996;,,2002),(),(CRM),,(Garland,2002;JarrarandNeely,2002),(Kamakura,etc.,2003),(Kamakura,etc.,1991,2003,2004;EdwardsandAllenby,2002;ZhangandKrishnamurthi,2004),,,(,2005),,,,,,,,(KamakuraRamaswamiSrivastava,1991;ZhangKrishnamurthi,2004)(VerhoefFransesHoekstra,2001),,,,,,,,,,,,,,12,:(1),,;(2),,12,(Sat1)/(Tru1)(Cos1)(Loy1),21112X1X2X3;,(Sat2)(Tru2)(Cos2)(Loy2),(Cro)(Loy2),,X4X5X6(Cro)X7X8X9,(Kamakura,etc,2003),(Butera,2000),,:1(H1):(Cro)(Loy1Loy2),,,:2(H2):(Cro),(Sat2)(Loy2),,,:3(H3):(Cro),(Tru2)(Loy2),?,:4(H4):(Cro),(Cos2)(Loy2)20051082005101710,,:(1),;(2),;(3),,,,,36:,20051247,200512810,2005121216,,311,2400,,92%5411%,4519%Churchill(1979),SPSS1310ReliabilityAnalysis,,()CITC(CorrectedItem-TotalCorrelation),,1,,,,1(),,1Pearson0.234330.259330.236330.36433S()0.0000.0000.0000.00093.554103.684105.230145.4560.2340.2600.2640.365::330.012(1)TBata0.000110.1981.2290.2260.1280.7880.4350.5473.6740.001,01364,1,,,;,,,()(1),,2:1:Loy1=01198Sat1+01128Tru1+01547Cos11:Loy,Sat,Tru,Cos,,;,,()(2),,,,,:41123:2:Loy2=01152Sat2+01289Tru2+01415Cos2+01108Sat2Cro+01006Tru2Cro-01167Cos2Cro23(2)BBetatB95%20.0130.0350.3710.711-0.0560.0820.1520.0560.1522.7130.0070.0420.2610.2890.0560.2895.1960.0000.1800.3980.4150.0430.4159.7300.0000.3320.4990.1120.0540.1082.0630.0400.0050.2190.0060.0520.0060.1140.910-0.0970.109-0.1550.040-0.167-3.8780.000-0.233-0.076::,:Cro,SatCro,TruCro,CosCro()12,(0119801152),(01108),,2,(0112801289),3,,,,,(0154701415),(-01167),21,,4,:,(014-0155),,,,(),,,,,,,,,;,,,,:51111,,,,,,21,,,31,,,,:11:,20026,64-6921::,20051,47-5131Churchill,G1A1,AParadigmforDevelopingBetterMeasuresofMarketingConstructs1JournalofMarketingResearch,No116(Febru2ary),1979,pp164-73141Cronin,J1J1,andTaylor,S1A1,MeasuringServiceQuality:anExaminationandExtension1JournalofMarketing,No156(July),1992,pp155-68151Edwards,Y1D1,andAllenby,G1,MultivariateAnalysisofMultipleResponseData1JournalofMarketingResearch,No140,2002,pp1321-334161Garland,R1,Non2FinancialDriversofCustomerProfitabilityinPersonalRetailBanking1JournalofTargeting,MeasurementandAnalysisforMarketing,Vol110,No13,2002171Gremler,D1D1,Brown,S1W1,ServiceLoyalty:ItsNature,ImportanceandImplications1AdvancingServiceQuality:AGlobalPerspec2tive,1996181Heskett,J1L1,Sasser,W1E1J1,Schlesinger,L1A1,TheServiceProfitChain1NewYork,NY,theFreePress,1997191Jarrar,Y1F1,Neely,A1,Cross2SellingintheFinancialSector:CustomerProfitabilityIsKey1JournalofTargeting,MeasurementandAnalysisforMarketing,Vol110,No13,20021101Jones,T1O1,andSasser,W1E1,WhySatisfiedCustomerDefect1HarvardBusinessReview,Vol173,No16,1995,pp188-991111Kamakura,W1A1,Ramaswami,S1,Srivastava,R1,ApplyingLatentTraitAnalysisintheEvaluationofProspectsfortheCross2SellingofFinancialServices1InternationalJournalofResearchinMarketing,No18,1991,pp1329-3491121Kamakura,W1A1,Wedel,M1,deRosa,F1,Mazzon,J1A1,Cross-sellingThroughDatabaseMarketing:aMixedDataFactorAna2lyzerforDataAugmentationandPrediction1InternationalJournalofResearchinMarketing,No120,2003,pp145-651131Kamakura,W1A1,Kossar,B1,andWedel,M1,IdentifyingInnovatorsfortheCross2SellingofNewProducts1ManagementScience,No150,2004,pp11120-11331141Macintosh,G1,Lockshin,L1S1,RetailRelationshipsandStoreLoyalty:AMufti2levelPerspective1InternationalJournalofResearchinMarketing,No114,1997,pp1487-4971151Oliver,R1L1,WhenceConsumerLoyalty1JournalofMarketing,No163,specialissue,1999,pp133-441161Reicheld,F1F1,Schefter,P1,E2loyalty:YourSecretWeaponontheWeb1HarvardBusinessReview,July2August,1997,pp1105-1131171Sirdeshmukh,D1,Singh,J1,Sabol,B1,ConsumerTrust,Value,andLoyaltyinRelationalExchange1JournalofMarketing,No166,2002,pp115-371181Verhoef,P1C1,Franses,P1H,Hoekstra,J1C1,TheImpactofSatisfactionandPaymentEquityonCross2Buying:aDynamicModelforaMulti2ServiceProvider1JournalofRetailing,No177,2001,pp1359-3781191Zhang,J1,Krishnamurthi,L1,CustomizingPromotionsinon2LineStores,forthcominginMarketingScience,2004,workingpaper1:611AnalysisofOffshoreOutsourcingTheoryonNewRoundofServiceIndustryWANGXiaohong(AcademyofMacroeconomicResearch,NationalDevelopmentandReformCommission,100038)Thenewroundofglobalbusinessprocessoutsourcingwhosemaincontentsarehighserviceshasbecomeanim2portanttrendofthetransferofpresentinternationalindustries.Itwillbringnewhistoricalopportunitiesforthedevelopingandusingforeigncapitalofourserviceindustry.Thisarticleemphasizestheanalysisofrelativethe2ories,inwhichitcontainsexpoundingtheconceptofoffshoreoutsourcing,reasonsanditsmaincharacteris2tics;analyzingthetechnologyspillovereffectgeneratedbyoffshoreoutsourcingonthedevelopingcountries;andpointingoutthesignificancesofcarryingoninternationalbusinessprocessoutsourcingoperationsinitiative.Keywords:ServiceIndustry;OffshoreOutsourcing;MultinationalCorpor