| 基于质量-顾客行为关系的策略选择 |
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| 引用本文： | 孙丽君.基于质量-顾客行为关系的策略选择[J].广州大学学报(社会科学版),2004,3(9):57-60. |
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| 作者姓名： | 孙丽君 |
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| 作者单位： | 广州大学,经济与管理学院,广东,广州,510091 |
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| 摘 要： | 产品(服务)质量与企业利润之间的关系,既不简单也不直接,顾客购买行为是介于二者之间的变量之一.文章提出了一个质量对顾客购买行为意向的影响模型,并运用实证研究证明了质量对顾客购买行为意向的影响.研究结果表明,不仅总体上质量-行为意向的关系在各顾客购买行为意向维度上有所不同,而且在制造企业与纯服务性企业之间,也有所差异,这一结果为企业选择制定经济有效的质量策略,提供了理论参考.
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| 关 键 词： | 产品(服务)质量 顾客行为 相关关系 质量策略 |
| 文章编号： | 1671-394X(2004)09-0057-04 |
| 修稿时间： | 2004年5月19日 |
Selection of strategies:based on the relationship between quality and customer behavior |
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| SUN Li-jun.Selection of strategies:based on the relationship between quality and customer behavior[J].Journal of Guangzhou University(Social Science Edition),2004,3(9):57-60. |
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| Authors: | SUN Li-jun |
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| Abstract: | The link between product/service quality and profits is neither straightforward nor simple. Customer buying behavioral intention is one of the intermediate. The author offers a conceptual model of the impact of product/service quality on particular behaviors and based on a multicompany empirical study points out that customer buying behavioral intentions are influenced by product/service quality. The results not only reveal general differences of the quality-intentions relationships across different dimensions of behavioral intentions, but also between specific pure-service companies and manufacture companies. These provide a theory basis for selecting economical effective quality strategies. |
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| Keywords: | product/service quality customer behavioral intentions correlation relationship quality strategy |
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