Estimating Loyalty and Switching with an Application to the Automobile Market
构建并估计了一个品牌转换模型，将消费者分为“忠诚者”和“购物者”，用于分析汽车市场的竞争结构、国内外品牌竞争以及经销商体验对忠诚度的影响。
A brand switching model that considers the choices: previous choice, current choice, and substitute choice, if the current choice were not available, is developed and estimated. An important assumption of the model is that the market consists of two types of consumers: “Loyals” and “Shoppers.” The model provides estimates for: (1) the proportion of Loyals in a submarket, and (2) the success of each submarket in capturing Shoppers. We illustrate how the model can be used to characterize the competitive structure of a market. We also show how the estimated parameters of the model can be validated using simulation and a theoretically derived covariance matrix. Our empirical application to automobile data from J. D. Power and Associates provides insights into several interesting marketing phenomena including: (1) the competitiveness of domestic versus foreign makes of automobiles, (2) competition between submarkets defined by form, and (3) the effect of previous dealer experience on loyalty and shopping.