顾客满意度对顾客忠诚度作用机制研究_基于电信企业的实证分析.pdfVIP

第12 期 统计教育 No. 12 （总第123 期） (Series No. 123) 2009 年12 月 Statistical Thinktank Dec 2009 顾客满意度对顾客忠诚度作用机制研究 ———基于电信企业的实证分析1 廖颖林 摘 要：本文利用某电信企业的数据，采用了多种统计分析方法，深入探讨了我国企业中顾客满意度对顾客忠诚 度的作用机制，不仅探讨了不同满意程度顾客之间，而且还研究了相似满意程度的顾客内部，顾客满意度对顾客 忠诚度的作用大小和作用关系是否存在差异。 本文的主要结论如下：（ ）顾客满意度的分类和顾客忠诚度的分类 1 之间存在着对应关系。 （2 ）顾客满意度对顾客忠诚度的作用机制并非线性关系。 在不满意顾客与满意顾客以及满 意顾客与非常满意顾客之间存在阈值；（ ）相似满意程度的顾客内部，顾客满意度对顾客忠诚度的作用关系可能 3 唯一，也可能存在差异。 非常满意顾客当其同时又是忠诚顾客时，顾客满意度才对顾客忠诚度呈现出显著的线性 作用，否则，如果是不忠诚顾客或者潜在忠诚顾客时，这种作用关系仍然不显著。 顾客满意度；顾客忠诚度；多重对应分析；聚类回归 关键词： The Study on the Relationship between Customer Satisfaction and Customer Loyalty ——— Empirical Analysis Based on a Telecom Enterprise Liao Yinglin Abstract: Based on the data from a telecom enterprise, this paper applies various statistical analysis methods to deeply discuss the role of customer satisfaction to customer loyalty. It discusses the relationship between the customer satisfaction and the customer loyalty, and analyzes within the customers with same satisfaction the role and relationship of customer satisfaction and customer loyalty. The main results include: (1) The different kinds of customer satisfaction corresponds to the difference kinds of customer loyalty; (2) There is a nonlinear relationship between customer satisfaction and customer loyalty; (4) Highly satisfied customers are not necessarily loyalty customers. Firms should provide other facilities to keep customer loyalty. Key Words: Customer Satisfaction, Customer Loyalty, Optimal Scaling, Cluster Linear Regression