动态营销范式下中国服务业顾客满意形成机制研究

尝试分析两大营销范式涉及的多个变量:服务质量(硬质量、软质量)、顾客信任(销售员信任、服务商的信任)、感知价值、顾客承诺和总体满意,并展示它们之间的关系.同时,提出了一个整合模型并建立了反映以上变量关联的一系列假设,通过实证研究验证了消费者满意的结构方程模型(SEM).最后,为企业赢取顾客满意提出了建议.

Customer Satisfacton Forming Mechanism in Service Industry in Relationship Marketing Paradigm

This paper analyse the multi-variables of service quality (soft quality, hard quality), customer trust (consumer's trust in the salesperson; consumer's trust in the corporation), perceived value, customer commitment and customer satisfaction and examines their relationships. An integrated conceptual model is developed and a series of theoretical hypotheses describing the the relationships are put forward. Furthermore, this paper formulates the Structural Equation Model (SEQ) of consumer's buying behavior. Finally, it provides some suggestions for customer satisfaction improvement to the service corporations.