基于顾客开发视角顾客满意与消费行为关联研究.docVIP

基于顾客开发视角顾客满意与消费行为关联研究 　　摘 要：过去的研究发现，虽然企业产品或服务已经达到了新顾客的期望，但依然无法阻止他们的流失，较高的新顾客流失率已经成为困扰企业发展的一个因素之一。因此，探究新顾客的消费评价机理对于降低新顾客流失率变得越来越重要。作者认为，相对于老顾客，新顾客对企业的产品和服务更为挑剔，并从理论上推导了造成这种现象的内在机理。研究结论表明，企业应该更加注重对新顾客的管理，必须通过提供超越顾客期望的产品或服务以突破冷漠满意区间，给新顾客留下难以忘记的良好印象，从而提高新顾客开发成功率。? 　　关键词：顾客满意；顾客忠诚；冷漠区间；顾客保留；期望失验? 　　中图分类号：F713.55 文献标识码：A 文章编号：1003-5192(2008)04-?0025-?06 　　 　　Research on the Link between Customer Satisfaction and Customer?Behavior: A New Customer Management Profile ? 　　ZHANG Quan-cheng1,2, CHOU Ting-jui?1, YUAN Li-juan?3? 　　（1. School of Economic Management, Southwest Jiaotong University, Chengdu 610031, China; 2. School ofBusiness, Sichuan Normal University, Chengdu 610000, China; 3. School of Business Administration, Southwest University of Finance Economics, Chengdu 610074, China）? 　　 　　Abstract:Some researches find that, as a matter of fact, even very satisfied new customers can nevertheless subsequently switch to a competitor, high defecting rate of new customers have been a severe problem that hamper the development of enterprises. So, it’s very worth-while to explore the customer evaluation process of a new consumes experience and give some wise advise to cut down the defecting rate. This paper find out that, compared with old customer, new customers are more sensitive to service failure and more likely to switch, so, we must pay more attention to new customers than we did in the past. And meanwhile, to get a high customer acquisition rate, we must supply excellent product and service to surpass the customers’ expectation, give them a profound impression and pull them out of zone of indifference.? 　　Key words:customer satisfaction; customer loyalty; zone of indifference; customer retention; expectancy-disconfirmation?? 　　 　　1 引言? 　　 　　多年以来，顾客满意一直备受学者们关注，并被作为顾客忠诚、购买意图等顾客行为的核心先行变量引入研究，取得了丰硕成果。在诸多研究中，顾客满意能否给企业带来较高回报一直是研究者关心的核心问题，Anderson等通过分析来自瑞典顾客的满意指数发现，顾客满意与企业财务回报之间存在显著的正向关系，那些能够赢取较高顾客满意度的企业确实也可以获得较高的利润回报［1］，其他的相关研究也证实了这一点［2］。唐小飞等通过对中国酒店业的研究发现，在厂商策略