基于顾客满意和顾客忠诚关系的市场细分方法研究

在顾客满意与顾客忠诚的相关关系方面,目前国内外许多学者都有不同的研究和看法。本研究认为,对于不同的顾客群体,顾客满意对顾客忠诚具有不同的影响,从而也为企业带来不一样的价值和利润。本研究尝试采用一种新的聚类回归方法,根据顾客满意和顾客忠诚的关系细分顾客群体,并以手机行业为例进行实证分析,探寻哪些顾客群体的满意度对忠诚度影响较高,哪些顾客群体其忠诚与否基本不受满意度的影响。

Market Segmentation Based on the Customer Satisfaction-Loyalty Links

There are still many debates on the links between customer satisfaction and loyalty. This paper suspects the impact of customer satisfaction on loyalty is heterogenous across different customer sub- groups. In a particular case of cell phone industry of China, this paper segments customer with a new clusterwise linear regression method, based on the relationship of customer satisfaction and loyalty, to find the impact of customer satisfaction on loyalty of some customer subgroups is much higher than the average level, while that of other subgroups is not significant.