感知实绩、顾客满意与顾客忠诚--微观层次上的审视

最近几十年来,对顾客满意-企业利润之间关系的认识不断深化,使得对顾客满意的研究得到了很大的发展.其中,顾客忠诚被认为是顾客满意影响企业利润的中介.然而,对于顾客满意影响顾客忠诚的微观过程,目前缺乏一致的结论.我们采用声誉、重复消费意向和推荐他人消费意向作为中间变量,对顾客感知实绩、满意和忠诚之间的因果联系进行了实证研究.结果表明,顾客满意同顾客忠诚之间并无直接的因果联系,因此,企业在制定市场份额策略时,不应该仅局限于提高感知实绩和顾客满意的范畴,而应从多个角度出发来提高顾客忠诚.

An Examination on the Relationship between Perceived Performance, Customer Satisfaction and Loyalty

The research into customer satisfaction has been progressing rapidly fueled by satisfaction-profitability relationship investigation, in which the loyalty is considered as the proxy between satisfaction and profitability. However, there is no consensus on the micro process of satisfaction influencing loyalty up to now. This paper want to address this issue by an empirical study, in which the relationship between perceived performance, customer satisfaction and loyalty is examined using likelihood of repurchase, likelihood of recommendation and reputation as the mediating variables. The results show that there is no evidence support the direct effect from satisfaction to loyalty. Hence, the authors conclude that firms should make their marketing strategy beyond the perspectives of perceived performance and customer satisfaction, and improve customer loyalty through multiple aspects.