汽车消费者行为影响因素及作用机制研究

通过对服务质量管理理论的回顾和理论分析,结合对汽车消费者行为的实证研究,分析了服务质量、顾客价值、顾客满意、顾客期望与顾客忠诚的内在关系。在此基础上,构建了汽车消费者行为忠诚的驱动机制模型。研究表明,顾客期望与顾客感知服务质量正相关,与顾客满意负相关;服务质量对顾客忠诚没有直接影响,但通过顾客价值和顾客满意起间接作用;顾客价值比顾客满意对顾客忠诚的影响更大;服务补救效果对顾客行为忠诚有直接影响,顾客满意和服务质量不对顾客忠诚产生直接影响,而是通过顾客价值对顾客忠诚产生间接影响;服务补救效果与顾客价值、服务质量、顾客满意正相关,对顾客忠诚有正向影响。

Actors and Mechanism of Customer Behavior Loyalty

According to the theory of service quality management,relationship of service quality,customer value,satisfaction,customer expectation and loyalty are analyzed with the empirical research of customer's behavior in auto-market.Based on that,a driven model of customer's loyalty in auto-market is established.The conclusions are: customer expectation is positive associated to customer quality,but negative associated to customer satisfaction; the relationship between service quality and customer's loyalty is mediated by customer value and satisfaction;customer value has greater impact on customer's loyalty than customer satisfaction;the relationships between satisfaction,service quality and customer's loyalty are fully mediated by customer value;the better the result of service recovery is,the more remarkable the customer value,service quality and satisfaction will be,and customer's loyalty will also be dropped.