服务消费顾客满意与顾客忠诚关系调节因素的实证研究  

Moderating Effects on the Relationship between Customer Satisfaction and Loyalty in Services Context

作　　者：马钦海[1] 李艺[1] 

机构地区：[1]东北大学工商管理学院,沈阳110004

出　　处：《管理科学》2007年第5期48-59,共12页Journal of Management Science

基　　金：国家自然科学基金(70372061)

摘　　要：顾客满意与顾客忠诚关系的复杂性一直是学者努力研究的问题,调节因素的存在可以改变顾客满意对顾客忠诚的作用方式和作用程度,尽管一些因素对顾客满意与顾客忠诚关系的调节作用得到学者的关注和探讨,但研究结论并不一致,而且忽视了服务性质差异的影响。以超市百货服务、饭店酒店服务和美容美发服务的顾客调查为依据,考察服务性质、转换成本、顾客-企业社会关系和竞争者吸引力对顾客满意与顾客忠诚关系的调节作用;运用结构方程多组分析显示,这些因素对顾客满意与顾客忠诚关系具有显著的调节作用,服务性质及其他因素的复合调节作用显著,表现出不同特点。对研究结果及其管理启示进行讨论。The complicated nature of the relationship between customer satisfaction and loyalty is the issue that scholars have tried to understand. The moderators may modify either the form or the strength of the relationship between customer satisfaction and loyalty. Although the effects of some moderators on the relationship between customer satisfaction and customer loyalty were discussed in previous research, the conclusions were not consistent and the service characteristics have been ignored. The paper explores the moderating effects of service nature, switching cost, social relation of customer with service firm and attractiveness of substitutable services on the relationship between customer satisfaction and customer loyalty based on a customer survey of the service of super-markets, restaurants and beauty salons. The results by structural equation multi-group analysis show that these moderator variables have significant effects on the relationship between customer satisfaction and loyalty. Also, service nature has significant interactions with other factors on the relationship.

关 键 词：服务 顾客满意 顾客忠诚 调节因素 

分 类 号：F719[经济管理—产业经济]