發(fā)布時(shí)間：2019-02-17 07:59

【摘要】：顧客忠誠(chéng)是一把雙刃劍,為企業(yè)帶來(lái)盈利的同時(shí),也會(huì)為企業(yè)帶來(lái)不利影響。比如在秒殺情境下,由于對(duì)特殊待遇的期待,忠誠(chéng)顧客可能會(huì)對(duì)自身秒殺成功的概率作出錯(cuò)誤判斷。對(duì)此判斷偏差產(chǎn)生的前提條件和原因進(jìn)行探究。通過(guò)2個(gè)實(shí)驗(yàn),結(jié)果表明,當(dāng)消費(fèi)者有投入時(shí),感知秒殺成功的概率更高,值得特殊對(duì)待在其中起到中介作用。面對(duì)秒殺失敗,有投入的忠誠(chéng)顧客更易于對(duì)商家產(chǎn)生抱怨;無(wú)投入的顧客更可能抱怨秒殺活動(dòng)本身。
[Abstract]:Customer loyalty is a double-edged sword, which brings profit to enterprises, but also brings adverse effects to enterprises. For example, in a situation of easy defeat, due to the expectation of special treatment, loyal customers may misjudge their probability of easily defeating success. This paper probes into the precondition and reason of the deviation of judgment. Through two experiments, the results show that when consumers have input, perception is more likely to beat success easily, which deserves special treatment to play an intermediary role. Committed loyal customers are more likely to complain about businesses when they easily defeat failure, while non-committed customers are more likely to complain about flash sale activity itself.
【作者單位】： 南開(kāi)大學(xué)商學(xué)院;
【基金】：國(guó)家自然科學(xué)基金資助項(xiàng)目(71372099,71502120) 中央高校專項(xiàng)資金資助項(xiàng)目(96176616)
【分類號(hào)】：F274
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本文編號(hào)：2424933