广州东方康林公司顾客忠诚度提升策略研究
摘要
广州东方康林商务有限公司(简称：东方康林)是一家采用电子商务模式、承担其母公司东方药林药业有限公司旗下除药品之外所有健康产品营销工作的专业化营销公司,成立于2007年,注册资本为2000万元人民币,网上“健康商城”是其投资创办的唯一网上零售平台。
虽然目前东方康林的销售额稳定,但通过销售数据挖掘所反映出来的重复购买率低、顾客流失率居高不下、顾客推荐率不高等一系列与顾客忠诚度密切相关的问题,严重制约了企业的快速成长。为此本文以东方康林顾客忠诚度的提升策略为研究目标,对东方康林顾客忠诚度的关键影响因素模型进行了系统的研究,并对东方康林的顾客忠诚度现状开展了问卷调查。
本文首先系统阐述了顾客忠诚度的相关理论,并结合东方康林的实际经营情况,从顾客价值、顾客满意、顾客信任和转换成本四个层面出发,提出了基于顾客价值、顾客满意、顾客信任和转换成本四个层面的东方康林顾客忠诚度关键影响因素模型假设。
通过对东方康林顾客数据库中20000名在册“健康会”会员展开的问卷调查,收集到了452份《东方康林顾客忠诚度影响因素调查》有效答卷,并利用PLS方法,对东方康林顾客忠诚度影响因素假设模型进行了验证,结果表明东方康林顾客忠诚度影响因素体现在顾客价值、顾客满意、顾客信任、转换成本和顾客沟通5个结构变量和品牌、产品质量、产品多样性、价格、网站架构、界面风格、网站资讯、网上支付、物流配送、订单信息、服务、顾客资料安全、交易安全、合法手续展示、会员忠诚计划、虚拟社区、呼叫中心系统等17个观测变量上,以此为基础,本文重构了东方康林顾客忠诚度关键影响因素模型。
最后,从东方康林顾客忠诚度关键影响因素模型出发,对东方康林顾客数据库中20000名在册“健康会”会员进行了问卷调查,收集到了486份《东方康林顾客忠诚度及关键影响因素现状调查》有效答卷,并根据统计数据分析,提出了提升东方康林顾客忠诚度的5大项和12小项针对性策略。
Orient Life Commerce Co.,Ltd. based on E-commerce Model, is in charge of the marketing of the parent Orient pharmacy company's own health products,which is established by 20,000,000 RMB Registered Capital in 2007, and invested the only online retail platform-"Health Shopping Mall".Although the company takes on a stable sales amount, the sales data showed that the company development is hold up by customer loyalty such as low customer repeat rate, high customer abortion rate, low customer recommended rate, and so on. In this paper, through the model research of the key influence factors to customer loyalty and the questionnaire research of customer-loyalty present situation, the strategy to enhance company customer loyalty is presented.
At first, some theories about customer loyalty are presented. Combined with the actual running situation of the enterprise, the Orient Life Customer Loyalty Influence Factor Model (OLCLIFM) is supposed which is based on customer value, customer satisfaction, customer trust, switching costs.
Through the analysis of the valid 452 questionnaires, which are obtained from the 20000 "Health Club" members in Orient Life customer database, combined with the PLS method, the Orient Life Customer Loyalty Influence Factor Model has been tested, and the result showed us that the Orient Life customer loyalty influence factors include 5 structure variables (customer value, customer satisfaction, customer trust, switching costs, and customer communication) those are behaved by 17 observation variables (brand, product quality, product diversity, price, website script, interface style, website information, online payment, logistics distribution, order information, service, customer information safety, trade safety, legal formality exhibition, member loyalty plan, virtual community, call center system). According to above research result, the Orient Life Customer Loyalty Influence Factor Model has been reconstruction.
Finally, based on OLCLIFM,the 486 questionnaires about Orient Life customer-loyalty influence factor present situation are analyzed, and then the 5 major and 12 minor pointed strategies are put forward to improve the Orient Life customer loyalty.
虽然目前东方康林的销售额稳定,但通过销售数据挖掘所反映出来的重复购买率低、顾客流失率居高不下、顾客推荐率不高等一系列与顾客忠诚度密切相关的问题,严重制约了企业的快速成长。为此本文以东方康林顾客忠诚度的提升策略为研究目标,对东方康林顾客忠诚度的关键影响因素模型进行了系统的研究,并对东方康林的顾客忠诚度现状开展了问卷调查。
本文首先系统阐述了顾客忠诚度的相关理论,并结合东方康林的实际经营情况,从顾客价值、顾客满意、顾客信任和转换成本四个层面出发,提出了基于顾客价值、顾客满意、顾客信任和转换成本四个层面的东方康林顾客忠诚度关键影响因素模型假设。
通过对东方康林顾客数据库中20000名在册“健康会”会员展开的问卷调查,收集到了452份《东方康林顾客忠诚度影响因素调查》有效答卷,并利用PLS方法,对东方康林顾客忠诚度影响因素假设模型进行了验证,结果表明东方康林顾客忠诚度影响因素体现在顾客价值、顾客满意、顾客信任、转换成本和顾客沟通5个结构变量和品牌、产品质量、产品多样性、价格、网站架构、界面风格、网站资讯、网上支付、物流配送、订单信息、服务、顾客资料安全、交易安全、合法手续展示、会员忠诚计划、虚拟社区、呼叫中心系统等17个观测变量上,以此为基础,本文重构了东方康林顾客忠诚度关键影响因素模型。
最后,从东方康林顾客忠诚度关键影响因素模型出发,对东方康林顾客数据库中20000名在册“健康会”会员进行了问卷调查,收集到了486份《东方康林顾客忠诚度及关键影响因素现状调查》有效答卷,并根据统计数据分析,提出了提升东方康林顾客忠诚度的5大项和12小项针对性策略。
Orient Life Commerce Co.,Ltd. based on E-commerce Model, is in charge of the marketing of the parent Orient pharmacy company's own health products,which is established by 20,000,000 RMB Registered Capital in 2007, and invested the only online retail platform-"Health Shopping Mall".Although the company takes on a stable sales amount, the sales data showed that the company development is hold up by customer loyalty such as low customer repeat rate, high customer abortion rate, low customer recommended rate, and so on. In this paper, through the model research of the key influence factors to customer loyalty and the questionnaire research of customer-loyalty present situation, the strategy to enhance company customer loyalty is presented.
At first, some theories about customer loyalty are presented. Combined with the actual running situation of the enterprise, the Orient Life Customer Loyalty Influence Factor Model (OLCLIFM) is supposed which is based on customer value, customer satisfaction, customer trust, switching costs.
Through the analysis of the valid 452 questionnaires, which are obtained from the 20000 "Health Club" members in Orient Life customer database, combined with the PLS method, the Orient Life Customer Loyalty Influence Factor Model has been tested, and the result showed us that the Orient Life customer loyalty influence factors include 5 structure variables (customer value, customer satisfaction, customer trust, switching costs, and customer communication) those are behaved by 17 observation variables (brand, product quality, product diversity, price, website script, interface style, website information, online payment, logistics distribution, order information, service, customer information safety, trade safety, legal formality exhibition, member loyalty plan, virtual community, call center system). According to above research result, the Orient Life Customer Loyalty Influence Factor Model has been reconstruction.
Finally, based on OLCLIFM,the 486 questionnaires about Orient Life customer-loyalty influence factor present situation are analyzed, and then the 5 major and 12 minor pointed strategies are put forward to improve the Orient Life customer loyalty.
引文
[1]李妮蔚,李政等.我国顾客忠诚度研究文献[J].现代管理科学,2006,1.
[2]董欢喜,董满春.国内外顾客忠诚度研究文献综述[J].时代经贸,2006,11.
[3]万正峰,刘云华.西方顾客忠诚研究及实践启示[J].当代财经,2003,2.
[4]严浩仁.试论顾客忠诚的影响因素与理论模型[J].商业经济与管理,2005,4.
[5]吕荣胜,孙魁伟等.网络经济环境下的顾客忠诚研究[J],经济与管理研究2005.3.
[6]钟辉新.E忠诚度影响因素探讨[J].科技情报开发与经济,2006.23
[7]刘艳阳,常亚平等.E时代顾客忠诚因素分析及策略探讨[J].市场研究,2007,1.
[8]霍映宝,韩之俊.顾客忠诚研究述评[J].商业研究,2004,4.
[9]汪纯孝,温碧燕等.顾客忠诚感——电子商务的秘密武器[J].商业经济文荟,2001,1.
[10]李来财,李倩.顾客忠诚度的影响因素及提高策略研究[J].沿海企业与科技,2005,10.
[11]王磊,孟海.网络环境下顾客忠诚度的建立和培养[J].科技与经济,2006,1.
[12]凯瑟琳·辛德尔(美),阙澄宇等译.忠诚营销：E时代的客户关系管理[M].北京：中国三峡出版社,2001.
[13]魏毅峰,王传美.B2C电子商务顾客忠诚度的路径分析[J].商场现代化,2006,1.
[14]查金祥,王立生.网络购物顾客满意度影响因素的实证研究[J].管理科学.2006,19.
[15]刘艳阳,常亚平等.E-时代顾客忠诚因素分析及策略探讨[J].市场研究.2007,1.
[16]周欢怀.电子商务企业如何培养顾客忠诚度的思考[J].商业研究.2005,1.
[17]崔维军,包金龙.E忠诚度：从建模到实施[J].江苏商论.2006,1.
[18]魏宏.我国B2C电子商务现状及问题分析[J].世界标准化与质量管理,2004,8.
[19]刘志刚,马云峰.顾客忠诚度与顾客保留度分析[J].武汉科技大学学报(社会科学版),2003,5.
[20]刘捷.“客户忠诚度”引领电子商务复苏[J].电子商务世界,2003,4.
[21]夏传美.谈如何培养顾客的忠诚度[J].华东经济管理,2003,17.
[22]魏清江.B2C电子商务的客户服务问题[J].科技创业月刊,2004,5.
[23]朱红涛.网络信任与电子商务[J].现代情报,2004,10.
[24]赵盈,张跃.电子商务环境下消费者行为的特点及其对网络营销的影响[J].江苏商论,2004,4.
[25]陈明亮.客户忠诚决定因素实证研究[J].管理科学学报,2003,5.
[26]陈明亮.客户忠诚与客户关系生命周期[J].管理工程学报,2003,2.
[27]马清学,张鹏伟.影响顾客忠诚度因素探析[J].营销管理,2003,4.
[28]沈晶,孙玲芳.电子商务环境下顾客忠诚度评价模型研究[J].科技情报开发与经济,2007,29.
[29]田玲,支芬和等.电子商务时代的客户忠诚度模糊综合评价研究[J].商场现代化,2006,12.
[29]Reichheld,Frederick F.The Loyalty Effect:The Hidden Force Behind Growth.Profits。 and Lasting Value[M].Boston,MA:Harvard Business School Press.1996.
[30]Fornell C.,and Bookstein,F.L.Two Structural Equation Models:LISREL and PLS Applied to Consumer Exit—Voice Theory[J].Journal of Marketing Research,
1982,Volume 19.
[30]Richard L. Oliver. Whence Consumer Loyalty[J].Journal of Marketing,1999,63.
[31]Fredrick F.Reichheld & Phil Schefter. E-loyalty:Your Secret Weapon on the Web[J].Harvard Business Reriew,2000,7.
[32]Michael J. Shaw.E-Business Management:Integration of Web Technologies with B usiness Models.Integrated Series in Informantion Systems,2002,8.
[33]Tucker Alan.The Growing Importance of Linear Algebra in Undergraduate Mathematic[J]. The College Mathematics Journal,1993,(1):3-9.
[34]Reichheld F.F.,W.E.Sasser. Zero Defections:Quality Comes to Services[J].Harvard Business Review,1990,(8):105-111.
[2]董欢喜,董满春.国内外顾客忠诚度研究文献综述[J].时代经贸,2006,11.
[3]万正峰,刘云华.西方顾客忠诚研究及实践启示[J].当代财经,2003,2.
[4]严浩仁.试论顾客忠诚的影响因素与理论模型[J].商业经济与管理,2005,4.
[5]吕荣胜,孙魁伟等.网络经济环境下的顾客忠诚研究[J],经济与管理研究2005.3.
[6]钟辉新.E忠诚度影响因素探讨[J].科技情报开发与经济,2006.23
[7]刘艳阳,常亚平等.E时代顾客忠诚因素分析及策略探讨[J].市场研究,2007,1.
[8]霍映宝,韩之俊.顾客忠诚研究述评[J].商业研究,2004,4.
[9]汪纯孝,温碧燕等.顾客忠诚感——电子商务的秘密武器[J].商业经济文荟,2001,1.
[10]李来财,李倩.顾客忠诚度的影响因素及提高策略研究[J].沿海企业与科技,2005,10.
[11]王磊,孟海.网络环境下顾客忠诚度的建立和培养[J].科技与经济,2006,1.
[12]凯瑟琳·辛德尔(美),阙澄宇等译.忠诚营销：E时代的客户关系管理[M].北京：中国三峡出版社,2001.
[13]魏毅峰,王传美.B2C电子商务顾客忠诚度的路径分析[J].商场现代化,2006,1.
[14]查金祥,王立生.网络购物顾客满意度影响因素的实证研究[J].管理科学.2006,19.
[15]刘艳阳,常亚平等.E-时代顾客忠诚因素分析及策略探讨[J].市场研究.2007,1.
[16]周欢怀.电子商务企业如何培养顾客忠诚度的思考[J].商业研究.2005,1.
[17]崔维军,包金龙.E忠诚度：从建模到实施[J].江苏商论.2006,1.
[18]魏宏.我国B2C电子商务现状及问题分析[J].世界标准化与质量管理,2004,8.
[19]刘志刚,马云峰.顾客忠诚度与顾客保留度分析[J].武汉科技大学学报(社会科学版),2003,5.
[20]刘捷.“客户忠诚度”引领电子商务复苏[J].电子商务世界,2003,4.
[21]夏传美.谈如何培养顾客的忠诚度[J].华东经济管理,2003,17.
[22]魏清江.B2C电子商务的客户服务问题[J].科技创业月刊,2004,5.
[23]朱红涛.网络信任与电子商务[J].现代情报,2004,10.
[24]赵盈,张跃.电子商务环境下消费者行为的特点及其对网络营销的影响[J].江苏商论,2004,4.
[25]陈明亮.客户忠诚决定因素实证研究[J].管理科学学报,2003,5.
[26]陈明亮.客户忠诚与客户关系生命周期[J].管理工程学报,2003,2.
[27]马清学,张鹏伟.影响顾客忠诚度因素探析[J].营销管理,2003,4.
[28]沈晶,孙玲芳.电子商务环境下顾客忠诚度评价模型研究[J].科技情报开发与经济,2007,29.
[29]田玲,支芬和等.电子商务时代的客户忠诚度模糊综合评价研究[J].商场现代化,2006,12.
[29]Reichheld,Frederick F.The Loyalty Effect:The Hidden Force Behind Growth.Profits。 and Lasting Value[M].Boston,MA:Harvard Business School Press.1996.
[30]Fornell C.,and Bookstein,F.L.Two Structural Equation Models:LISREL and PLS Applied to Consumer Exit—Voice Theory[J].Journal of Marketing Research,
1982,Volume 19.
[30]Richard L. Oliver. Whence Consumer Loyalty[J].Journal of Marketing,1999,63.
[31]Fredrick F.Reichheld & Phil Schefter. E-loyalty:Your Secret Weapon on the Web[J].Harvard Business Reriew,2000,7.
[32]Michael J. Shaw.E-Business Management:Integration of Web Technologies with B usiness Models.Integrated Series in Informantion Systems,2002,8.
[33]Tucker Alan.The Growing Importance of Linear Algebra in Undergraduate Mathematic[J]. The College Mathematics Journal,1993,(1):3-9.
[34]Reichheld F.F.,W.E.Sasser. Zero Defections:Quality Comes to Services[J].Harvard Business Review,1990,(8):105-111.