顾客忠诚度的研究一直是学术界的热点,从顾客忠诚度提出到关系营销理论的引入,以顾客满意为核心驱动因素的顾客忠诚度理论研究取得了丰硕的成果。但是,对于顾客忠诚度其他驱动因素的研究还比较欠缺。本文在顾客满意的视角之外,提出了惯性因素和茅台效应作为新的驱动因素。希望本文的研究有助于推动顾客忠诚度驱动因素的研究。 The research on customer loyalty has always been a hot topic in academia. From the perspective of customer loyalty to the introduction of relationship marketing theory, customer loyalty theory with customer satisfaction as the core driver has made fruitful achievements. However, there is a lack of research on other drivers of customer loyalty. In addition to the perspective of customer satisfaction, this paper proposes inertial factors and Maotai effect as the new driving factors. We hope that the research in this article will help to promote the driving factors of customer loyalty.