交叉销售对顾客忠诚的影响机理判别研究

交叉销售对顾客忠诚的影响机理判别研究
——来自医药零售企业跨产品类型交叉销售的实证分析
郭国庆 钱明辉 孟捷
郭国庆：博士、中国人民大学商学院、教授、博士生导师、中国人民大学明德商学楼826
室（100872）、010-82500407、mktguo@263.net、010-82573537、本文系国家自然
科学基金资助项目（项目编号：70472069）的阶段性成果
钱明辉：博士研究生、中国人民大学商学院、中国人民大学宜园3 号楼705 室（100872）、
13671105345、mhruc@tom.com （通讯作者）
孟 捷：博士研究生、中国人民大学商学院、中国人民大学宜园3 号楼1401 室（100872）、
13240038230、mengjie000@sohu.com
摘 要：本文在对前人相关研究进行总结回顾的基础上，通过合理的逻辑分析提出研究假设
和模型，并以我国医药零售行业为背景，运用实证研究方法，验证了在药品零售渠
道内的顾客满意、信任承诺、购买约束与顾客忠诚之间存在着的关系，并通过模型
比较与优化，对于医药零售企业交叉销售行为影响顾客忠诚的模式进行了判别。
关键词：交叉销售、顾客忠诚 模型选择
Study on the Recognition of Mechanism of Cross-selling to Customer Loyalty: the Empirical
Analysis from the Cross-selling of Cross-Type Products in Medicine Retailing
Guo Guo-qing, Qian Minghui, Meng Jie
Guo Guo-qing: Ph.D., Professor, Doctor Advisor, Business School, Renmin University of China,
Room 826, Mingde School Building, RUC (100089), mktguo@263.net
Qian Minghui: Ph.D. Student, Business School, Renmin University of China, Room 705, Yiyuan
Building, RUC (100089), mhruc@tom.com
Meng Jie: Ph.D. Student, Business School, Renmin University of China, Room 1401, Yiyuan
Building, RUC (100089), mengjie000@sohu.com
Abstract: Basing on the review of the former relative research, this paper advances its research
hypothesis and models. With the background of medicine retailing in China and using the
empirical research approaches, this paper validates the relationships between customer
satisfactions, commitment, purchasing constrain and customer loyalty, and recognizes the impact
model of cross-selling to customer loyalty in medicine retailing by model’s comparison and
optimization.
Key words: Cross-selling, Customer loyalty, Model selection