文献类型：期刊文献

中文题名：电信企业流失顾客赢回机制研究——以大学生市场为例

英文题名：Research on the Mechanism of Winning back Lost Customer in Telecommunications Company——Taking the College Student Market as an Example

作者：李敬强[1,2];汪蓉[1,2]

第一作者：李敬强

机构：[1]北京物资学院商学院,北京101149;[2]北京联合大学商务学院,北京100025

第一机构：北京物资学院商学院,北京101149

年份：2019

卷号：0

期号：4

起止页码：65-74

中文期刊名：哈尔滨商业大学学报：社会科学版

收录：国家哲学社会科学学术期刊数据库;CSSCI:【CSSCI_E2019_2020】；

基金：教育部人文社会科学研究青年基金项目“电商零售企业顾客赢回机制研究”(17YJC630058);北京市教育委员会社科计划一般项目“企业生态圈战略构建与转型研究:消费者视角”(SM201811417003)

语种：中文

中文关键词：流失顾客;赢回策略;顾客信任;赢回绩效

外文关键词：lost customers;win-back offer;customer trust;win-back performance

摘要：通过调查1367个大学生样本获取的294个被赢回顾客的数据,研究信任视角下电信企业流失顾客的赢回机制。结果显示,国内三大电信企业存在不同程度的顾客流失现象,赢回流失顾客成为电信企业顾客关系管理的新工作重心;关系投资策略显著地正向影响顾客的认知信任和情感信任,并具有较大的赢回绩效,使其成为顾客赢回的重要工具;而价格促销策略则对认知信任无显著影响,但仍具有一定的赢回绩效。随着电信市场竞争日趋激烈,顾客流失率高企,设计有效的赢回策略并赢回流失顾客成为电信企业顾客关系管理工作的重要内容。
From the perspective of trust, this article studies the win-back mechanism of lost customers by using the investigating data of 294 win-back customers from 1367 college students. The results show that the three major large telecommunications providers have different levels of customer defection in China, and rebuilding the relationship with lost customers is the new and main task of customer relationship management. Guanxi investment and price promotion strategies are both important tools to win back the lost customers but play different roles. Guanxi investment strategy has significantly positive effects on cognitive-based trust and affect-based trust, thus has a larger win-back performance, while the price promotion strategy has no significant impact on cognitive-based trust but still has a certain win-back performance. Finally, the article accordingly gives the corresponding management recommendations.