基于感知公平的顾客抱怨处理满意度与顾客忠诚之间关系的实证研究.pdfVIP

基于感知公平的顾客抱怨处理满意度与 顾客忠诚之问关系的实证研究 金晓彤，陈艺妮，于丽 (吉林大学商学院，长春130012) 摘要：以移动通讯服务业为背景，在公平理论的基础上对顾客抱怨处理满意度和顾客忠诚之间的关系进行了实证 研究。研究发现感知公平的三个维度对顾客抱怨处理满意度均有直接的正向影响；顾客抱怨处理满意度主要通过 影响总体满意度来影响顾客忠诚。这说明抱怨处理满意度会受到以前消费经历的影响，企业应该尽量做到让消费 者每一次都有满意的消费经历，这样才能降低服务失误的影响，提高抱怨处理的效果，增加顾客的忠诚度。 关键词：感知公平；顾客抱怨处理满意度；总体满意度；顾客忠诚 中图分类号：F713．55 文献标识码：A 文章编号：1001—8409(2009)06—0116—05 The ofthe between EmpiricalAnalysisReIa稍onship Customer SatisfactionandCustomer Complaint BasedontheJustice Loyalty Theory JIN Xiao-tong，CHENYi—ni，YU“ (SchoolofBusiness，麒in 130012) University，Changchun between satisfactionandcustomer examinesthe customer Abstract：This relationship complaint loyalty paper basedon inthecontextofmobilecommunicationservice showthateachofthe justicetheory industry．Results a threedimensionsof hasa effectonthe satisfaction perceivedjusticc positive complaintsatisfaction；overallplays meanscustomer is rolebetweencustomer satisfactionand satisfaction mediating complaint loyalty．These complaint influencedthe shouldtodobestsothatconsumershavesatisfied by consumptionexperience，andcompanytry past each theinfluenceofservice customer CUS- experiencetime，reduce failure，enhancec