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企业形象是顾客基于长期消费经验形成的对企业的态度,并对顾客的购买决策产生影响。本文以移动通信行业为例研究了连续性服务行业中企业形象对顾客转换意向的影响。通过对368名手机用户的调查分析,实证结果表明:企业形象不但会直接降低顾客转换意向,还会起到顾客满意到顾客转换意向的中介作用,起到一个“缓冲器”的作用。尽管替代者的吸引会直接提高顾客的转换意向,但是替代者的吸引对企业形象的作用却不显著。
Corporate image is the attitude of the customer based on long-term consumer experience to the business and has an impact on the customer’s purchasing decision. This article takes mobile communication industry as an example to study the influence of corporate image on customer intentions in continuous service industry. Through the investigation and analysis of 368 mobile phone users, the empirical results show that: the corporate image will not only directly reduce the customer’s intention of conversion, but also play an intermediary role of customer satisfaction to customer conversion intention, playing a “buffer” role. Although the attraction of the alternative will directly improve the customer’s intention of conversion, the effect of the substitute on the corporate image is not significant.