摘要
过去三十年间,顾客满意战略一直受到理论界和实业界的广泛关注,因为它能带来顾客忠诚,而顾客忠诚又与企业利润直接相关。然而在实践中企业却发现,顾客满意战略的效果并没有预期的好、甚至发现顾客满意与顾客忠诚之间难以建立起有效联系,从而形成"满意度陷阱"。本文通过Meta分析方法探讨"顾客满意-顾客忠诚"关系的影响因素,指出二者之间关系的强弱受调查方法、行业差异及文化特征的影响;具体来说,二者之间的关系在单问项测量满意度的研究中比在多问项测量满意度的研究中强,在卷入程度高的行业比在卷入程度低的行业强,且在个人主意倾向较高、不确定性规避程度较高以及男性化程度较高的国家明显高于较低的国家。这些结论对企业预测特定条件下的满意度战略效果有一定指导意义。
In the past few decades, customer satisfaction strategy has been gaining widespread concern of theorists and businessmen, be cause it can bring customer loyalty, which is directly related to corporate profits. However, in practice the effect of customer satisfaction strategy is not good as expected, with the possibility that the link between satisfaction and loyalty are not found at all, which is termed customer satisfaction trap. This study explores the determinants of satisfactionloyalty effects based on rectaanalysis results. It is found that the measurement tools, industry difference and culture characteristics contribute to the effect. More specifically, satisfactionloyalty effect is found significant stronger when satisfaction is measured using singleitem scale than that when satisfaction is measured using multiitem scale. It is also demonstrated that satisfaction are more closely related to loyalty when product involvement is high than that when product involvement is low. In addition, the satisfactionloyalty effect is also contingent on individualism, uncertainty avoidance and masculinity. The meaning of the above results is discussed so that it is helpful to forecast the effect of satisfaction strategy in business practice.
出处
《管理评论》
CSSCI
北大核心
2014年第2期111-120,共10页
Management Review
基金
国家自然科学基金项目(71202015
71232008
71103013)
教育部高等学校博士学科点专项科研基金项目(20121102120022)
中央高校基本科研业务费(YWF-13-D2-RW-6)
关键词
顾客满意
顾客忠诚
META分析
customer satisfaction, customer loyalty, meta-analysis
