顾客满意度与顾客忠诚度在造纸行业中的关系研究.pdfVIP

25 5 　　　 Vol.25 No.5 2009 9 FOREST ENGINEERING Sep., 2009 韩　莉, 王立海＊ (, 　150040) 　　　:研究产品和服务质量、 顾客满意度与顾客忠诚度三者之间的关系, 并构建相关结构模型。 黑龙 江省某造纸公司的产品为研究对象, 通过收集满意度调查问卷, 运用因子分析方法来验证上述命题假设。 结果 表明:产品质量和服务质量对顾客满意度有积极影响, 顾客对产品的质量要求要高于服务质量。 顾客的感知价 值更多来源于产品质量。 而顾客满意度又是影响顾客忠诚度的重要指标, 为提高顾客保留率、 提升钱包份额起 了非常重要的作用。研究结果为提高顾客满意度和忠诚提供理论依据, 并帮助企业明确市场定位, 对今后的发 展做出明智和准确的决策。 :顾客满意度;顾客忠诚度;产品质量;服务质量 :F3　　:A　　:1001-005X (2009)05-0085-04 Research on Relationship between Customer Sati sfaction and Customer Loyalty in Papermaking Industry Han Li, Wang Li ai (Nort east Forestry University, Harbin 150040) Abstract:T e link among product and service quality, customer satisfaction and customer loyalty was researc ed and t e correlative structure model was establis ed.T en t e product of a papermaking company in Heilongjiang Province was analysed to verify above-mentioned proposition wit factor analysis met od based on t e survey of customer satisfaction.T e result indicated t at product quality and service quality ad positive influence on customer satisfaction.Meanw ile, customers ad ig er require- ments wit product quality t an service quality and product quality broug t more perceived value to customers.Customer satisfac- tion degree was a significant index effecting customer loyalty, w ic played a important role in raising customer retention and en- ancing s are of wallet.T e findings provided t eoretical basis of improving customer satisfaction and loyalty, and elped t e en- terprise to confirm its market localization so t at it could make sensible and accurate decision in t e future. Key words:customer satisfaction;customer loyalty;product quality;service quality 1　　 。 , 、 。