基于客户生命周期的ACSI模型修正和实证分析.pdfVIP

Vol. 28, No. 5 FORECASTING 200 5 基于客户生命周期的ACSI模型修正及实证分析 , , (哈尔滨工业大学 管理学院, 黑 江 哈尔滨 150001) : 本文在美国客户满意度指数模型(ACS I模型 )的基础上, 引入客户生命周期这一新变量进行改进, 得到 修正的 ACS I模型及其测评指标通过设计调查问卷并选择某商业银行信用卡客户进行调查, 在数据处理和参 数估计的基础上, 选择 L ISREL法对修正的 ACSI模型进行求解, 其结果表明客户生命周期的引入对模型整体拟 合的改进是有效的, 客户满意对客户忠诚具有强烈的正向影响 : 客户生命周期; ACS I模型; 客户满意; 客户忠诚 : F830. 33 : A : 1003-51 2(200 ) 05-0077-04 TheM odified ACSIM odelBased on the Custom er L ife Cycle and the Case Analysis JIANG M ing-hu,i YU N ing, CAO X ing-zhong (Schoo l of M anag em en,t H arb in Institu te of T echnology, H arb in 150001, Ch ina) Abstract: On the basis ofAm erican Custom er Satisfaction Index m odel (ACSImodel) , we introduce custom er life cycle as a new variab le, bu ild am odified ACSIm odel and evaluation ind icators. Then, based on the data processing and pa- rameter estmi ation, by the investigation of the credit card custom ers of a commercial bank w ith the designed question- naires, we use the LISREL m ethod to solve them odified ACSIm odel. Finally the resu lts prove that the introduction of the custom er life cycles is effective in the mi provem ents of fitting the overall model and the custom er satisfaction has a strong p lus effect on custom er loyalty. K ey words: custom er life cycle; ACSI model; costum er satisfaction; costum er loyalty Satisfaction Index, ACSI) 1 4, 1 SCSB( Sw edish Customer , Satisfaction Barometer), , ( [ 1] )ACSI 6 , : ( American Customer ACSI Satisfaction Index, ACSI)