顾客多忠诚品牌迭代：现象、过程与机理

Customer Multi-loyalty Brands Iteration: Phenomenon, Process and Mechanism

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归属学者：

张燚 ; 刘进平

归属院系：

新闻传播学院（融媒体学院） ; 商学院（监察审计学院） ; 科研处

作者：

张燚1,2 ;吴珊珊 ; 刘进平4 ;周月娇

摘要：

在餐饮行业的顾客多忠诚集中,存在旧忠诚品牌(店铺)不断被新忠诚品牌(店铺)替代的更新现象。本文借鉴"迭代"的理论原理,将该现象命名为"顾客多忠诚品牌(店铺)迭代",并通过纵向追踪和语义分析方法,对其存在性、产生过程及机理进行了验证和探索。结果显示,在迭代现象上,绝大多数多忠诚顾客都产生了忠诚店铺迭代;迭代产生的概率与消费时间周期、累计消费次数存在显著正相关;迭代速度与考察周期内顾客所忠诚的店铺数存在显著正相关。在迭代过程上,迭代源于持续的新店铺寻求和新忠诚店铺的不断增加,具有显著的消费累积效应和迭代反复性。在迭代机理上,顾客多忠诚品牌(店铺)迭代得到了知晓感理论、记忆优势提取和提取诱发遗忘理论、短时记忆和长时记忆理论、关系网络记忆与激活扩散模型等理论的合理解释和语义验证。本研究验证了顾客多忠诚品牌(店铺)迭代的存在性、产生过程及机理,在一定程度上发展了顾客多忠诚理论。

出版日期：

2021-04-01

学科：

应用经济学; 工商管理

收录：

北大核心期刊; CSSCI; 中国科技核心期刊

提交日期：

2021-08-05

引用参考：

张燚;吴珊珊;刘进平;周月娇. 顾客多忠诚品牌迭代：现象、过程与机理[J]. 南开管理评论,2021(03):171-185.

全文附件授权许可：

知识共享许可协议-署名

  • dc.title
  • 顾客多忠诚品牌迭代：现象、过程与机理
  • dc.contributor.author
  • 张燚;吴珊珊;刘进平;周月娇
  • dc.contributor.author
  • Zhang Yi;Wu Shanshan;Liu Jinping;Zhou Yuejiao;Southwest University of Political Science and Law
  • dc.contributor.affiliation
  • 西南政法大学新闻传播学院;西南政法大学成渝地区双城经济圈发展传播研究院;西南政法大学商学院;西南政法大学科研处
  • dc.publisher
  • 南开管理评论
  • dc.publisher
  • Nankai Business Review
  • dc.identifier.year
  • 2021
  • dc.identifier.issue
  • 03
  • dc.identifier.volume
  • v.24;No.138
  • dc.identifier.page
  • 171-185
  • dc.date.issued
  • 2021-04-01
  • dc.subject
  • 顾客多忠诚;多品牌忠诚;品牌迭代;多忠诚集;纵向追踪
  • dc.subject
  • Customer Multi-loyalty;Multi-brand Loyalty;Customer Multi-loyalty Brands Iteration;Multi-loyalty Set;Longitudinal Pursuit
  • dc.description.abstract
  • 在餐饮行业的顾客多忠诚集中,存在旧忠诚品牌(店铺)不断被新忠诚品牌(店铺)替代的更新现象。本文借鉴"迭代"的理论原理,将该现象命名为"顾客多忠诚品牌(店铺)迭代",并通过纵向追踪和语义分析方法,对其存在性、产生过程及机理进行了验证和探索。结果显示,在迭代现象上,绝大多数多忠诚顾客都产生了忠诚店铺迭代;迭代产生的概率与消费时间周期、累计消费次数存在显著正相关;迭代速度与考察周期内顾客所忠诚的店铺数存在显著正相关。在迭代过程上,迭代源于持续的新店铺寻求和新忠诚店铺的不断增加,具有显著的消费累积效应和迭代反复性。在迭代机理上,顾客多忠诚品牌(店铺)迭代得到了知晓感理论、记忆优势提取和提取诱发遗忘理论、短时记忆和长时记忆理论、关系网络记忆与激活扩散模型等理论的合理解释和语义验证。本研究验证了顾客多忠诚品牌(店铺)迭代的存在性、产生过程及机理,在一定程度上发展了顾客多忠诚理论。
  • dc.description.abstract
  • In the catering service industry, due to the reasons of large choice set, multiple classification, low switching cost, high consumption frequency and strong exploration tendency, most customers not only have multi-store loyalty, but also have continuous new store seeking, which is manifested as the fusion behavior of intermittent repeated consumption of multi-loyal stores and continuous new store seeking. Catering customers continue to seek new stores not only to eliminate boredom, satisfy curiosity or get new experience, but also to understand new brands(stores) until they find favorite ones. As a result, in the process of seeking new stores continuously, new loyal stores will be developed and expanded to a multi-loyalty set. Due to the limited capacity of short-term working memory and the retrieval of memory advantage of consumption, only a small number of loyal brands or stores with memory advantage and stored in short-term working memory can be retrieved in each consumption. Other loyal brands(stores) that have lost their memory advantage will withdraw from short-term working memory and enter long-term working memory until they are completely forgotten. This cycle eventually leads to the replacement of old loyal stores by new loyal stores. This phenomenon is not only different from the short-term behavior of transferring from one brand or store to another reflected by brand switching, but also different from the change of customer choice set. It is a long-term consumption behavior phenomenon reflecting the dynamic change of customer multi-loyalty.This phenomenon is similar to iteration, which is mainly used to describe a kind of repetitive feedback activity in mathematical solution, in order to approach the desired goal or result. Every repetition of the process is called one iteration, and the result of each iteration is the initial value of the next iteration. If the multi-loyalty set is represented as a sequence set in the order of memory advantage, then each consumption retrieval is a sequence iteration of customer multi-loyalty set, and the result of each iteration is the initial value of the next consumption retrieval and iteration. It can be seen from the connotation that iteration better reflects the long-term consumer behavior law that the old loyal brand(store) is constantly replaced by the new loyal brand(store).Therefore, based on the theory of iteration, this paper calls the above phenomenon customer multi-loyalty brand(store) iteration, which means that in the same product field, the old loyalty brand(store) is constantly replaced by the new loyalty brand(store) in customer multi-loyalty set. The theoretical problems that need to be explored are: whether the renewal phenomenon that the old loyalty brand(store) is constantly replaced by the new loyalty brand(store) generally exists in the customer multi-loyalty set; what kind of iterative process, law and characteristics exist; what the mechanism of iteration is, or why iteration occurs. According to the long-term periodicity of iteration, this paper intends to use the hybrid method of longitudinal tracing and semantic analysis to preliminarily explore and verify the above problems. The results are as follows.(1) Iterative phenomenon. First of all, in the one-year consumption cycle, most of the multi-loyal customers produce loyal shop iterations. Secondly, there is a significantly positive correlation between the probability of customer multi-loyal brand(store) iteration and the consumption cycle and the cumulative consumption times, that is, the longer the consumption cycle and the more the cumulative consumption times, the greater the probability of customer multi-loyal brand(store) iteration. Thirdly, there is a significantly positive correlation between the speed of customer multi-loyalty brand(store) iteration and the number of stores that customers are loyal to during the research period. That is to say, in the same time period, the more the number of stores customers are loyal to, the faster the speed of multi-loyalty store iteration is.(2) Iterative process. Firstly, through the single sample analysis, it is found that the sample customers have the following multi-loyalty brand(store) iteration process in the consumption inspection cycle, that is, the generation of customer multi-loyalty brand iteration has consumption accumulation and iterative repetitiveness. Consumption accumulation refers to the continuous accumulation of new store seeking, other loyal stores' consumption and new loyal stores' inclusion, which will lead to the loss of the original memory advantage of old loyal stores and make it difficult to be retrieved. Iterative repetitiveness refers to that due to the differences of relative loyalty, interference inhibition and stimulus cues inducing memory arousal of different loyal brands, some loyal brand iterations may need several iterations of generation-iteration-generation. Secondly, by analyzing the Gantt chart of the consumption history of other multi-loyal customers one by one, this paper verifies the above iterative law, and forms the following general research conclusion: the generation of customer multi-loyal brand(store) iteration is due to the continuous search for new stores and the increasing number of new loyal stores, which has significantly cumulative consumption effect and iterative repetitiveness.(3) Iterative mechanism. Through semantic analysis, it is found that the stronger the feeling of knowing and memory advantages of loyal stores in the customer multi-loyalty set, the easier it is to be retrieved by consumption. Due to the continuous consumption satiety of loyal stores and novelty seeking motivation, the continuous new store seeking, the conversion of other loyal stores and the continuous addition of new loyal stores will lead to the decline of feeling of knowing, memory advantage and activity of those old loyal stores that have not been retrieved(have no consumption by customers) for a long time, and eventually withdraw from short-term working memory(that is, they will be replaced by new loyal stores and withdraw from the multi-loyalty set) and enter long-term working memory. If there is no stimulus to reactivate them, they will be iterated for a long time(i.e., forgotten).This paper finds and verifies the existence, production process and mechanism of customer multi-loyalty brand(store) iteration. It not only improves the theory of customer multi-loyalty, but also develops the theory of brand switching. At the same time, it opens up a new direction for the dynamic research of customer multi-loyalty, and provides a vertical research paradigm for the insight of long-term consumer behavior. In practice, it provides valuable reference for the consolidation of customer loyalty and the market development of new stores in the context of the fusion behavior of customer multi-loyalty and new stores.
  • dc.description.sponsorshipPCode
  • 71832002;19YJCZH103
  • dc.description.sponsorship
  • 国家自然科学基金重点项目（71832002）;教育部人文社会科学研究项目（19YJCZH103）资助
  • dc.description.sponsorshipsource
  • 国家自然科学基金
  • dc.identifier.CN
  • 12-1288/F
  • dc.identifier.issn
  • 1008-3448
  • dc.identifier.if
  • 4.726
  • dc.subject.discipline
  • F274;F273.2;F719.3
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