产品属性对顾客满意影响的实证研究  

The Impact of Product Attributes on Customer Satisfaction: An Empirical Study

作　　者：涂荣庭[1] 赵占波[1] 涂平[1] 

机构地区：[1]北京大学光华管理学院,北京100871

出　　处：《管理科学》2007年第6期36-44,共9页Journal of Management Science

基　　金：国家自然科学基金(70502012)

摘　　要：基于不同产品属性探讨顾客满意过程。首先通过深度访谈和预研究确定研究框架和研究对象,进而借助问卷调查共收集360个有效样本,利用回归和结构方程模型等方法对数据进行深入分析。研究发现,对于顾客强调功能性属性的产品,其功能性属性对顾客满意将产生更明显的影响;而对于顾客强调享受性属性产品,其享受性属性对顾客满意将会产生更明显的影响。同时研究同一产品的享受性和功能性属性,强调产品在享受性和功能性两方面高于或低于期望水平时对满意产生的影响。The purpose of this research is to investigate simultaneously the impact of the disconfirmations of the two hedonic and utilitarian dimensions of a product on customer＇s satisfaction. A conceptual framework and hypotheses are developed based on deep interview and pre-study. The sample size is 360. Regression and SEM are adopted to analyze the data. Several surveys are conducted and the hypotheses are tested empirically. The main finding is different combinations of hedonic and utilitarian disconfirma- tion which result in different levels of customer satisfaction. Based on the findings, managerial implications, limitations, and further research directions are proposed. The theoretical contributions include： ①examining hedonic and utilitarian attributes on the same product simultaneously, ②emphasizing the influence of hedonic and utilitarian disconfirmation, and ③developing the scales for measuring these two kinds of disconfirmation.

关 键 词：顾客满意 享受性 功能性 不一致 

分 类 号：F713.50[经济管理—市场营销]