摘要
顾客满意度指数已成为质量管理体系的关键指标。文章构建以企业形象为自变量,以顾客预期、感知质量和价值为中介变量,以顾客满意和忠诚为因变量的结构方程模型,并以长、株、潭零售业的数据为实证研究。结果表明:区域一体化大中型零售企业顾客满意度模型的有效性得到了证实;长株潭地区的顾客满意度总体处于中等水平,长沙零售业竞争最激烈;企业形象直接和间接影响顾客满意度和忠诚度。提出了企业在关注影响驱动因素时,应重视和明晰企业形象策略,从而提高服务质量和企业竞争能力。
The customer satisfaction index has become the key index of the quality management system . Therefore, the structural equa- tion model is built which implies corporate image as an independent variable, the customer＇s expectation and perception as mediate varia- bles, the customer satisfaction and loyalty as dependent variables. And the relationship between them is revealed based on survey data of the large-and-middle scale retail business from the region of Changsha, Zhuzhou and Xiangtan. Experimental results support that the mod- el for customer satisfaction of large-and-middle scale retail enterprise on the regional integration is proved effectively, the customer satis- faction and loyalty of Changsha, Zhuzhou and Xiangtan is in the medium level, the retail business of Changsha is the most intensely com- petitive, and the corporate image can influence customer satisfaction and loyalty directly or indirectly. As a result, the paper proposes that the enterprise not only should pay attention to influencing factors, but also consider the distinct strategy for corporate image . Then the efficiency of management and competitive power is improved.
出处
《华东经济管理》
CSSCI
2008年第8期129-136,共8页
East China Economic Management
基金
湖南省教育厅资助课题(06C474)
湖南省社会科学基金资助课题(06ZC52)
