Ying Kai Liao, Wann-Yih Wu, Saranya Gajendran, Yuan Tsung Kuo
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引用次数: 0
摘要
本研究的目的是探讨制定客户保留战略的必要性,强调客户保留的重要性,并提出一个客户价值/客户保留模型。主要目的是结合三个中介因素--顾客满意度(CS)、顾客忠诚度(CL)和口碑(WOM)--并以台湾一家化学制造公司 YL 公司为例,评估它们对顾客保留的影响。我们使用确证因子分析(CFA)和 SEM-AMOS 评估了所提出模型的拟合优度。采用层次回归和 PROCESS 宏检验中介效应和调节效应。结果表明,产品质量、服务质量和价格归因作为营销刺激因素,对三个中介因素有显著影响。关系倾向是一个负调节因子,阻碍了客户 WOM 和忠诚度对客户保留的影响。
The Influential Roles of Marketing Stimuli on Customer Retention
The purpose of this study is to explore the necessity of creating retention strategies, emphasize the significance of customer retention, and propose a customer value/retention model. The main objective is to combine three mediators - customer satisfaction (CS), customer loyalty (CL), and word of mouth (WOM) - and evaluate their effect on customer retention using YL Company, a Taiwanese chemical manufacturing company, as a case study. The proposed model's goodness-of-fit was assessed using confirmatory factor analysis (CFA) and SEM-AMOS. Hierarchical regression and the PROCESS macro were employed to examine mediation and moderation effects. The outcomes indicate that product quality, service quality, and price attribution act as marketing stimuli factors that significantly influence the three mediators. Relationship proneness serves as a negative moderator that impedes customer WOM and loyalty's influence on customer retention.
期刊介绍:
Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance.
Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.