品牌转换者与保留者的满意成因差异:一项探索性研究  

Differences of Satisfaction Drivers between Brand Switchers and Stayers:An Exploratory Research

作　　者：张旸[1] 董大海[1] 

机构地区：[1]大连理工大学管理学院力迪市场研究所,辽宁大连116024

出　　处：《预测》2007年第2期20-24,共5页Forecasting

基　　金：国家自然科学基金资助项目(70472061)

摘　　要：本文从接纳品牌转换者的企业角度,探寻造成品牌转换者和保留者对企业满意感不同的原因。研究以美国顾客满意指数模型和欧洲顾客满意指数模型为基础,通过在手机市场的问卷调查,分别确定了品牌转换者与保留者的满意影响因素,并比较了两类顾客满意影响因素的差异。最后,根据顾客满意的比较水平理论分析了造成上述差异的原因。This research is designed to explore the reasons why brand switchers and stayers have significant differences between their satisfactions with firms（ in case of switehers, this would switched-to firms）. On the base of American Customer Satisfaction Index Model and Europe Customer Satisfaction Index Model, the research explores satisfaction drivers respectively for brand switchers and stayers in the mobile phone market in China, and the differences between the two types of customers are also identified. In the end, coraparison-level theory is used to explain the reasons resulting to these differences.

关 键 词：品牌转换 转换者 顾客满意 

分 类 号：F713[经济管理—产业经济]