Willing to Pay More, Eager to Pay Less: The Role of Customer Loyalty in Price Negotiations
Willing to Pay More, Eager to Pay Less: The Role of Customer Loyalty in Price Negotiations
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DOI：
10.1509/jm.13.0104
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发表时间：
2014-10
影响因子：
12.9
通讯作者：
J. Wieseke;S. Alavi;Johannes Habel
中科院分区：
文献类型：
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作者：
J. Wieseke;S. Alavi;Johannes Habel
本文首次对零售价格谈判中顾客忠诚度的影响进行实证研究。通过三个实地研究和一个谈判实验，作者建立了他们所谓的“忠诚-折扣周期”：在与销售人员的价格谈判中，忠诚的客户获得更大的折扣，反过来，增加了客户的忠诚度，导致公司价格执行的恶性循环。顾客忠诚对折扣产生积极影响的原因有两方面：(1)忠诚顾客要求对他们的忠诚进行奖励，并唤起他们提升的感知谈判能力；(2)为了留住忠诚顾客，销售人员更愿意给予折扣。此外，这些机制还受到顾客忠诚度（价格vs.质量）和销售人员与顾客之间关系的长短的影响。为了摆脱忠诚-折扣循环，销售人员可以使用功能性和关系型客户导向行为。这项研究有助于经理和销售人员优化他们的价格执行和对忠实客户的服务。
This article is the first to empirically examine the effect of customer loyalty in retail price negotiations. Across three field studies and one negotiation experiment, the authors establish what they call the “loyalty–discount cycle”: in price negotiations with salespeople, loyal customers receive deeper discounts that, in turn, increase customer loyalty, resulting in a downward spiral of a company's price enforcement. The reason for the positive effect of customer loyalty on discount is twofold: (1) loyal customers demand a reward for their loyalty and invoke their elevated perceived negotiation power, and (2) to retain loyal customers, salespeople grant discounts more willingly. Furthermore, the mechanisms are moderated by the basis of a customer's loyalty (price vs. quality) and the length of the relationship between the salesperson and the customer. To escape the loyalty–discount cycle, salespeople can use functional and relational customer-oriented behaviors. The study helps managers and salespeople optimize their price enforcement and servicing of loyal customers.