价格与效能一致性情景对顾客满意度的影响

运用结构方程模型分析效能期待、效能认知及顾客满意度和价格预期、价格认知及顾客满意度在价格与效能一致与否不同情境下的相互关系,能够了解价格在满意度形成过程中的作用。研究发现,购前期待对购后顾客满意度的影响具有权变性,本研究结果证实了在服务效能不确定的情况下,价格可能对顾客满意形成起到暗示作用的观点,解释了先前期待与顾客满意度关系研究结论不一致的原因。

Impact of price-performance consistency situation on the degree of customer satisfaction

This paper is designed to analyze by means of linear structure relation the correlation between pre-purchase performance, price expectation and postpurchase satisfaction under the price-performance consistency or inconsistency. Moreover, the effect of price on customer satisfaction is explored. The study shows that prepurchase expectation has a contingency effect on customers satisfaction, proividing an explanation to the inconsistence of the researh results of the past studies on the relation between expectation and customer satisfaction.