顾客满意与忠诚的非线性关系研究:展望理论的解释

在营销领域,虽然顾客满意一般被视为忠诚的关键决定因素,但是将这两个概念联系起来的确切函数形式仍然是一个研究不足并且存在争议的课题。通过对三个产品类别的调查数据进行正交多项式回归分析,作者考察了顾客满意对忠诚的非线性作用。研究发现支持了S形的函数形式,即曲线在中部陡峭、两端平坦。这一发现符合展望理论的一般性预测。本研究的发现增进了顾客满意与忠诚之间非线性关系在理论基础方面的理解。

Research on Nonlinear Relationship between Customer Satisfaction and Loyalty: An Explanation to Prospect Theory

Although satisfaction is generally accepted as a key determinant of loyalty in the marketing field, the exact functional form linking the two concepts is still an under-explored and controversial issue. The regression analysis of orthogonal polynomials on the basis of survey data across three product categories examines nonlinear effects of customer satisfaction on loyalty. The research provides a support for the functional form of S-shape, i.e. steep in the middle and flat at both ends. Such finding is in conformity with the general prediction of prospect theory. This research sheds new light on the theoretical foundation of the nonlinear relationship between customer satisfaction and loyalty.