A longitudinal examination of customer commitment and loyalty
A longitudinal examination of customer commitment and loyalty
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DOI：
10.1108/josm-01-2013-0025
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发表时间：
2014-07
影响因子：
10.6
通讯作者：
Bart Larivière;T. Keiningham;B. Cooil;Lerzan Aksoy;E. Malthouse
中科院分区：
文献类型：
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作者：
Bart Larivière;T. Keiningham;B. Cooil;Lerzan Aksoy;E. Malthouse
– 本研究旨在通过使用纵向面板调查数据，对情感、计算、规范承诺和客户忠诚度之间的关系进行首次纵向检验。 , – 对一家大型金融服务提供商的 269 名客户采取了重复措施。比较了两种类型的分割方法：预定义类和潜在类模型，并对比了不同模型的预测能力。 , – 结果表明，不同维度的承诺对股份开发的影响因细分市场而异。识别了两段潜在类别模型和管理相关的预定义两段客户模型。此外，结果证明了在旨在研究忠诚度如何随时间发展的模型中使用小组调查数据的好处。 , – 这项研究说明了在模型中包含基线水平信息和承诺维度变化的好处，这些模型试图了解忠诚度如何随着时间的推移而展现。它还表明，如果假设每个人都会对承诺改进工作做出类似的反应，那么管理者可能会受到误导。这项研究还展示了如何采用不同的分割方案，并揭示了最复杂的方案不一定是最好的。 , – 这项研究通过采用客户承诺三部分模型（情感、计算和规范）的调查小组数据，首次对客户忠诚度变化模型进行了检验，并考虑了替代的细分方法。
– This study aims to provide the first longitudinal examination of the relationship between affective, calculative, normative commitment and customer loyalty by using longitudinal panel survey data. , – Repeated measures for 269 customers of a large financial services provider are employed. Two types of segmentation methods are compared: predefined classes and latent class models and predictive power of different models contrasted. , – The results reveal that the impact that different dimensions of commitment have on share development varies across segments. A two-segment latent class model and a managerially relevant predefined two-segment customer model are identified. In addition, the results demonstrate the benefits of using panel survey data in models that are designed to study how loyalty develops over time. , – This study illustrates the benefits of including both baseline level information and changes in the dimensions of commitment in models that try to understand how loyalty unfolds over time. It also demonstrates how managers can be misled by assuming that everyone will react to commitment improvement efforts similarly. This study also shows how different segmentation schemes can be employed and reveals that the most sophisticated ones are not necessarily the best. , – This research provides the first examination of models for change in customer loyalty by employing survey panel data on the three-component model of customer commitment (affective, calculative, and normative) and considers alternative segmentation methods.