经济过度补偿与顾客忠诚度之间的关系

The Relationship between Financial Overcompensation and Customer Loyalty

摘要: 为探索中国环境下经济过度补偿与顾客忠诚度之间的关系，采用混合因素实验设计，将情景实验法和问卷法结合使用，对以河南大学在校大学生为主体的消费者展开调查。研究结果表明：相较于同等补偿，经济过度补偿会使顾客产生更高的顾客忠诚度；160%的经济补偿水平为最佳的经济过度补偿值，即适度少额的经济过度补偿会使顾客产生最高的顾客忠诚度，过多的经济过度补偿反而效果不佳。但因为顾客忠诚度一直在上升，未出现下降，所以未能证实倒U型曲线关系的存在。商家主动召回失败产品组的被试的顾客忠诚度略高于消费者自己返回商店投诉失败产品组的顾客忠诚度。研究结果提示我们，为补救产品失败，商家应该积极主动检查自身产品问题所在并且不应该提供高于产品原价格160%的经济补偿，这样才能保证以较低的成本换取较高的顾客忠诚度，实现成本–效益最大化的营销效果。

Abstract: In order to explore the relationship between financial overcompensation and customer loyalty in Chinese environment, we combined situational experiment with questionnaire and employed a mixed-factorial design to investigate the consumers who were mainly consisted of Henan University undergraduate students. The results showed that financial overcompensation can lead to higher customer loyalty than equal compensation. Customers had positive reaction to financial compensation before 160% compensation level. The higher the compensation level was, the higher customer loyalty was. After the compensation level of 160%, the change of customer loyalty tended to flatten, that is, moderate financial overcompensation will make customers produce the highest customer loyalty. Too much financial overcompensation works passively, 160% of the financial compensation level is the optimum. Because customer loyalty has been rising and not declining, the existence of inverted U-shaped curves has not been confirmed. The practical implication of this study is that in order to remedy the product failure, the merchant should not provide compensations that are greater than 160% of the initial product price, as it can help to get higher customer loyalty at lower cost, and to realize the best marketing effect that cost-benefit maximizes.