基于酒店业顾客忠诚驱动因素及机理实证研究

华中科技大学硕士学位论文基于酒店业顾客忠诚驱动因素及机理实证研究姓名：吴跃斌申请学位级别：硕士专业：企业管理指导教师：吴兆龙20061023I2090123IIAbstractWiththespeedydevelopmentandfiercecompetitionofserviceindustrysince1990s,customerloyaltywasevenmoreimportantfortheexistenceandgrowsofanyserviceenterprises,itwasakeyassigntofosterandholdtheloyaltycustomercolonyforboostitscompetitionadvantage.Soitisafocusthattheerahasgiventoenterprisesandtheacademiatocarryoutprofoundresearchontheconnotation,structureofcustomerloyaltyanditsmechanismofdrive.Thisstudyaimstomakealocalizedstudyonthecustomerloyaltyofserviceenterprises.First,attheexplorationofrelevantliteratureabouttheservicemarketingandrelationshipmarketing,thispaperreviewsthefactorswhichmakethemostimportanteffecttocustomerloyaltyfromthesetwodomains.Then,theauthortakeslodgingindustryastheresearchobject;aconceptualmodelwith9hypothesesisconstructed.Atlast,themodelisempiricallytestedthroughtheinvestigatedstatistics.Afterrevisionofthehypothesistheauthormakestheconclusionasfollowing:1.Servicemarketingismoreimportantthanrelationshipmarketinginthelodgingindustryatthecurrentlyenvironment;2.Thedirectandindirecteffectsofperceivedquality,customerperceivedvalueoncustomerloyaltyaresupported,thedirecteffectofcustomersatisfactiononloyaltyismarked;3.Perceivedqualityhasthebiggesttotaleffectonloyalty,customervalueisthenext,andcustomersatisfactionisthelastone.Basedontheconclusion,thepaperputsforwardtwomanagerialimplications:thekeyassignforthedomesticlodgingenterprisesisservicemarketingatthecurrentlymanagementenvironment,andshouldconsidertheimportanceoftherelationshipmarketingatastrategicview;iftheenterprisesaimtocreatecustomerloyaltythroughtheperceivedquality,itmustconsiderthemediatoreffectsofcustomervalueandcustomersatisfaction.Wewishthestudywillgiveasuggestiontothelodgingenterprisesmanagers,andmakesomebasicexplorationforthedomesticservicefield.KeywordsLodgingindustryCustomerloyaltyDriversMechanismofdriveEmpiricalStudy_____11965Cardozo[1]2070Oliver1980ChurchillCronin&Taylor[2]Coyne[3]Morgan&Hunt[4]Ruyter&BirgelenSirdeshmukh2[5][6][7][8]20802090Reichheld&Sasser[9]1233RogerSchmenner[10]41-1••••••••••••••••1-11-1Customization420052005108882004113711.7%52.46%60.62%[11]12Likert4DependentVariables53SPSS13.01-21-2651-31-3123457Copeland1923CunninghamTucker[12][13]41Dick&BasuDick&Basu42-182-1Dick&BasuDick,A.S.andBasu,K.Customerloyalty:towardanintegratedconceptualframework.JournaloftheAcademyofMarketingScience,1994:99-1132Jones&SasserJones&Sasser2-242-2Jones&SasserJones,ThomasO,Sasser,WEarlJr.WhySatisfiedCustomersDefect,HarvardBusinessReview.Boston:Nov/Dec1995.Vol.73,Iss,6:76-88Jones&Sasser3Gremler&BrownGremler&Brown[16]94KathleenSindellKathleenSindell[17]KathleenSindell72-32-3KathleenSindell:..()[M]:,2001(9).113-11610Gremler&Brown[16]1Jacoby&Chestnut6[18]123456ZeithamlBerry[19]Oliver[20]11231233[8]16Reichheld&Sasser[9]5%40%45%50%75%85%2Raj.S.P.[21]Reichheld&Sasser[9]3[22]11223420701Brady&Cronin[23]GronroosTechnicalQualityFunctionalQuality132-1Rust&Oliver[24]Bitner3P2-1:(2)[M].:,2002(7).68-702-1Zeithaml&BitnerGapsmodelofservicequality2-2142-2()A..[M]()..:,2004(3).222-22-22-211123415223451~42[22]2080PZB1988SERVQUAL521PZBSERVQUAL51Reliability2ResponsivenessPZBParasuraman,A.,V.A.ZeithamlandL.Berry163Assurance4Empathy5Tangibility2-32-312017[26]2-42-41965Cardozo1969Howard&Sherh1977Hunt1982Churchill1983Quelch&Takuchi1991Solomon1991Kolter1992Anderson&Fornell1993HowardPeter&OlsonEngel,BlackwellMiniard1995Kotler1997Oliver,.[J].,2001(6):14-202Oliver19802-418+/-++/-2-4.[M].:,2004(2).109-110+-G2-55123452-5()G..[M].:,2002(1).56-581912-5Kot1er1972/CustomerPerceivedValueCPV202-5AssessedValueEarning(PotentialLiquidationValue)EsteemValueEVCValue-in-use.[J].,2001(2):51-55PerceivedBenefitsPerceivedSacrificestrade-off[31][32]2[33]2-621123412//31232-6,.[J].,2002(6):146-1472-512322[35]123[36]33Kolter[37][22]23SCSBACSIECSI[38]ACSI2-72-7ACSI:,,.SCSB,ACSI,ECSI[J].,2003(6):52-56[6][39]Blackwell2-8242-8S.A.Blackwell,S.L.Szeinbach,J.H.barnses,D.W.GarnetandV.Bush,TheAntecedentsofCustomerLoyalty,JournalofServiceResearch,Vol.1,No.4,May1999:362-375Ryan&Robert2-9[41]2-10252-9Ryan,MichaelJ.,RobertRayner.,AndyMorrison.Diagnosingcustomerloyaltydriver,MarketingResearch,1999.2-10.[J]..2002(4):103-10726ACSI[38]123[14][26]27312334Cronin&Taylor[42]Boulding[43]Zeithaml[19]RuyterBerry28[44]H1PerceivedBenefitsPerceivedSacrificesTradeOffZeithaml[45]SirohiMclaughlinMcdougall[46]47.7%Blackwell[40]2H2[42][47][48]John&Shiang-Lih564[49]non-linear3H3[4]Reichheld&SchefterGeyskens&Steenkamp[50]Johnson29[51]4H4Taylor&Baker[53]Zeithaml[45]Fornell[26]McDougall[54]Ruyter[55]Johnson[52]H5H6H7H830H9412343-13-13-13-1H1+H2+H3+H4+H5+H6+H7+31H8+H9+5141PerceivedQualityPQPZBPZBSERVQUAL[22]SERVQUAL2PerceivedValuePVMcDougallCronin&Hult[54][56]3CustomerSatisfactionCS32Cronin&HultMcDougall&Levesque[54][56]emotionevaluative4CustomerTrustCTGarbarino&JohnsonBove&Johnson[57][58]2CustomerLoyaltyCLBehavioralIntentionsBIFishbeinMartin[59]Fishbein3-23-2/JozeeLapierreetal.,1999/10JosephCronin,JR.etal,2000/9DwayneA.Baker&JohnL.Crompto