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本文在对顾客绑定进行文献研究的基础上,选择网络零售行业进行实地研究,从公司和消费者双向视角出发,利用深度访谈技术,形成顾客绑定策略集的初始要素。然后,在问卷中采用“消费者购买决策”的顾客绑定测量方法进行大规模问卷调查。最后,利用调查数据检验顾客绑定策略集的信度和效度,修正并形成了三个多题项顾客绑定策略集,包括二维度(“省钱”和“赠送礼品”)的财务绑定策略集,二维度(“顾客关注”和“创建社区”)的社会绑定策略集和三维度(“快速服务”、“便利服务”和“安全服务”)的结构绑定策略集。
Based on the literature research on customer binding, this paper selects the online retail industry for field research, and from the two-way perspective of the company and the consumer, uses the in-depth interview technology to form the initial elements of customer binding strategy set. Then, a large-scale questionnaire was conducted by using the customer-binding measurement method of “consumer purchase decision” in the questionnaire. Finally, we use the survey data to test the reliability and validity of the customer-binding strategy set, and modify and form three multi-item customer binding strategy sets, including two dimensions ( “save money ” and “gift ), A set of social binding strategies for two dimensions ( ”customer care “ and ”create community “) and three dimensions (”quick service“, ”convenience service“ ”Security Services ") structure binding policy set.