顾客满意感与忠诚感关系的实证研究

作者在民航、移动通信、医院、银行、宾馆等五个行业的13个企业进行了一次实证研究,探讨顾客满意感与各类忠诚感之间的关系。数据分析结果表明,顾客的认知性忠诚感、情感性忠诚感、意向性忠诚感和行为性忠诚感是顾客忠诚感二阶因子的子因子,顾客满意感是忠诚感的重要前提因素,服务公平性、服务质量、顾客与企业之间的友谊、顾客的信任感、归属感也对顾客的忠诚感有直接或间接的影响。

An Empirical Study of the Relationship between Customer Satisfaction and Loyalty

The authors have done an empirical study in thirteencompanies in five service industries to investigate the relationshipbetween customer satisfaction and the four components of customerloyalty. The results of data analysis indicate that cognitive loyalty,affective loyalty, conative loyalty and behavioral loyalty are all sub-factors of the second-order factor of customer loyalty, customersatisfaction is an important antecedent of customer loyalty, and servicefairness, customer perceived quality, customer trust and commitmentall have either direct or indirect impact on customer loyalty.