基于logit回归模型的顾客资产驱动因素与忠诚意向关系实证研究

国内关于顾客资产驱动因素模型的实证研究较少.将顾客资产三大驱动因素(价值资产、品牌资产和关系资产)与忠诚意向联系起来,用我国银行业688个数据进行了Logit回归建模,研究顾客资产驱动因素分别与忠诚意向之间的关系、驱动因素两两之间的关系以及顾客资产驱动因素组合对忠诚意向产生的协同效应.研究结论表明,首先,价值资产、品牌资产、关系资产均对顾客忠诚意向产生显著正影响;其次,品牌资产对关系资产和价值资产均产生显著正影响,但价值资产对关系资产的直接影响不显著,这可能是因为品牌资产在价值资产和关系资产之间的中介作用;最后,同时投资价值资产和品牌资产或同时投资关系资产和品牌资产反而会使顾客忠诚意向降低.研究结论能够为银行管理者优化营销经费配置提供理论支持.

Study on the Relationships Between Customer Equity Drivers and Loyalty Intentions Based on Logit Regression Models

There are only a few empirical studies testing the"customer equity drivers"model.This paper,related customer equity drivers to loyalty intentions,and built a logit regression model to investigate customer equity drivers' individual impact on loyalty intentions, the relationships between customer equity drivers and interaction effect of equity drivers on loyalty intentions.The findings show that value equity,brand equity and relationship equity all have a positive impact on loyalty intentions.Moreover,brand equity has a positive impact on both relationship equity and value equity.The link between value equity and relationship equity is however insignificant.This is probably because of the mediating role of brand equity.Finally,simultaneous use of value equity and brand equity or the combination of relationship equity and brand equity will have a negative impact on loyalty intentions.These findings serve basis for banking managers to optimize the allocation of marketing budget.