顾客满意和忠诚评价中的多重参照效应.pdfVIP

顾客满意和忠诚评价中的多重参照效应 邹德强 赵平 董松挺 摘要：顾客满意的研究考察了参照效应，但是其采用的期望—不一致范式却主要聚焦于以中 心客体为核心的参考点上。本研究的主要目的在于，通过在顾客评价过程中纳入两种其他客 体参考点，即基于竞争品牌和理想品牌的参考点，增进有关顾客满意与忠诚之间差异的理解。 根据兼容性效应和建构层次理论的观点，本研究假设，驱动顾客满意与忠诚评价的是不同的 比较标准。一项对台式电脑、笔记本电脑和电视机拥有者的实证研究表明：（1）总体满意评 价受到基于期望（中心客体参考点）的比较的驱动更强，相反（2 ）忠诚评价受到基于其他 客体参考点的比较的影响更强，此外（3 ）两种其他客体参考点对于总体满意、忠诚评价的 相对重要性是相反的。最后，我们讨论了这些发现的营销理论与实践意义。 关键词：多重参照作用；顾客满意；顾客忠诚；兼容性效应；建构层次理论 Multiple Reference Effects in Evaluations of Customer Satisfaction and Loyalty Deqiang Zou, Ping Zhao, Songting Dong Abstract: Customer satisfaction research has examined the reference effect but largely adopted an expectancy–disconfirmation paradigm that focuses on referents centered on the focal object. The goal of this research is to help understand the difference between satisfaction and loyalty by incorporating two other-object referents in the process of customer evaluations, competitor-based referent and ideal-based referent. By drawing on the notion of the compatibility effect and construal level theory (CLT), different comparison standards are hypothesized to drive customer satisfaction and loyalty evaluation. An empirical study of desk-top computer, lap-top computer, and TV set owners confirms that: (1) comparisons involving expectation (focal-object reference point) are the stronger determinant of overall satisfaction evaluation; in contrast, (2) the impact of comparisons based on other-object reference point is more highly pronounced in driving loyalty evaluation; furthermore, (3) concerning the two other-object referents, the relative importance of competitor- and ideal-based referent is reversed while moving from overall satisfaction to loyalty evaluation. Given these findings, implications for marketing theory and practice are discussed. Keywords: Multiple reference effects; Customer satisfaction; Customer