Empirical Study of Brand-Customer Relationship Based on Customer Lock-In in Chinese Banking

The central construct of customer lock-in (CL) is measured and its role along with that of consumer loyalty in influencing the brand-customer relationship is tested. Using data collected from focus groups, a measurement model for CL is developed, and a structural equation model consisted based on literature review and our own theory is established. Moreover, the moderating effects of CL on the relationship between perceived value (PV) and brand relationship quality (BRQ), as well as that between BRQ and brand loyalty (BL) based on data collected through a survey have been tested. Results indicate that consumer satisfaction is a critical factor in establishing brand-customer relationship, and the attitudinal brand loyalty is the key to obtain brand behavioral loyalty. Furthermore, CL tactics, such as decreasing consumers learning cost and transactional cost facilitate the relationship building between customer and brand, while involuntary lock-in may have an adverse effect in the relationship building process. In addition, involuntary lock-in and loyalty program help in obtaining consumers behavioral brand loyalty but not their attitudinal loyalty.     

对顾客资产研究的文献综述

″顾客资产″观念是上个世纪末西方发达国家从实物经济向服务经济转型的必然产物。以往的实物经济以交易为导向,管理的重心倾向于吸引顾客,在吸引顾客的竞争中,品牌资产占据绝对的地位。然而随着技术的飞快发展,产品的更新加速,品牌对顾客的吸引力和影响力被证明并不总是那么有     

略论企业社会责任与品牌影响力

企业社会责任是一个老话题,但是将企业社会责任与品牌影响力联系在一起研讨却是一个新选题。本文重点论述了企业承担社会责任的必要性,以及企业社会责任与品牌影响力的内在联系。文章认为,企业持续发展是其基本社会责任,品牌影响力的提升是企业持续发展的重要标志,企业承担社会责任有益于促使品牌影响力的提升,企业社会责任是评价品牌影响力不可忽视的重要构成要素。