丰田召回事件对顾客忠诚度的影响与对策分析

丰田召回事件对顾客忠诚度的影响与对策分析

摘要：丰田汽车召回事件发生以后对顾客的忠诚度产生了一定的影响，但由于缺乏对召回事件前后顾客忠诚度变化的系统研究，难以形成为维护顾客忠诚度而采用的策略。本文总结前人研究成果的基础上，对丰田汽车的4S店进行问卷调查，利用SPSS13.0统计软件，通过描述性分析，然后进行信度检验与效度检验，探讨丰田汽车召回前后顾客的认知、情感、意向、行为等四类忠诚顾客忠诚的变化，得出实证的结论。并根据结论提出丰田汽车应对此事件的若干对策以及此事件对于我国企业的启示。

关键词：丰田汽车；召回事件；顾客忠诚度；实证分析

Analysis on Toyota Recalls Influence on Customer Loyalty and Several Countermeasures

Abstract: Toyota recalls influenced on  customer loyalty.,shorting of syetem research on impacting on customer loyalty ,so it is hard to take measures in order to uphold customer loyalty.This paper summarizes the basis of predecessors' achievements, surveying of 4S shops, then using the statistical software SPSS13.0, by descriptive analysis,reliability analysis ,validity analysis ,exploreing before and after Toyota recalled the cognition, emotion, and customer behavior intention these four class customer loyalty changes.And according to the conclusion that Toyota should put forward the countermeasures of events and the enlightenment to our enterprises.

Key words: Toyota auto; recall events; customer loyalty;the empirical analysis

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