基于PLS-SEM模型的电信客户忠诚度研究  

A study of telecommunication customer loyalty based on PLS-SEM

作　　者：沈阿强[1] 季婷[2] 娄健 

机构地区：[1]北京邮电大学继续教育学院,北京100876 [2]中国电信股份有限公司北京研究院,北京100035 [3]北京顿邦咨询顾问公司,北京100023

出　　处：《北京邮电大学学报（社会科学版）》2007年第4期45-50,共6页Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)

基　　金：教育部重点实验室"信息管理与信息经济学"开放基金项目(F0607-02)

摘　　要：本文运用PKS-SEM(Partial Least Square-Structural Equation Model)方法,建立客户忠诚度评价模型,探索各变量对客户忠诚度影响程度的大小,从而定量地研究电信企业在哪些方面改进可以提高客户忠诚度。实证研究表明,企业形象和客户满意度在很大程度上会影响客户忠诚度,同时,感知价值比感知质量对忠诚度的影响更大。In order to help telecommunication corporations to improve customer reservation, this paper proposes a Telecommuni6ation Customer Loyalty Model based on Partial Least SquareStructural Equation Model （PLS -SEM） to test customer loyalty. It analyses the relationship between different variables and their influence on customer loyalty, then helps corporations to find ways to improve customer loyalty. The results show that corporate identity and customer satisfaction have significant effects on customer loyalty and the perceived value has a much more significant effect than the perceived quality on customer loyalty.

关 键 词：PLS-SEM模型 客户满意 客户忠诚 电信企业 

分 类 号：F626[经济管理—产业经济]