顾客满意度测量探讨:量表设计、信度和效度  

Elementary Research of the Consumer Satisfaction Measurement: Its Scale,Reliability and Validity

作　　者：涂荣庭[1] 赵占波[1] 

机构地区：[1]北京大学光华管理学院

出　　处：《管理学报》2008年第1期33-39,共7页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(70502012)

摘　　要：针对消费者行为研究中,对顾客满意/不满意构念存在单维/双维的讨论,顾客满意度测量常常会得到左偏甚至严重左偏的结果,通过设计量表、收集数据、信度和效度检验以及结构方程模型分析等进行了充分讨论。研究发现:①把顾客满意和不满意当作同一维度的2个极端符合实际情况;②通过适当的量表设计可在一定程度上避免测量结果左偏,以及顾客满意和不满意测量之间存在非对称性。此外,对可靠并有效测量顾客满意度的方法提出改进建议;讨论了研究的实际意义和局限性。There are unsettled disputes in the dimensionality of consumer satisfaction/dissatisfaction and the issues evolving around the often-skewed satisfaction scores. An in-depth examination and discussion on the problems faced were done by defining and using of the satisfaction construct, scale design, data collection, reliability and validity testing. The theories proposed were empirically validated. Results showe that （1） it has yielded a better explaining power when satisfaction/dissatisfaction construct treated as a unidimensional construct; （2） the nissues about the asymmetrical distributions of the responses can be resolved when the scale is properly designed. The reliability and validity of the measurements can be improved by correctly adopting a combination of positive- and negativewording items. Implications and limitations of the research are also discussed.

关 键 词：顾客满意度 量表设计 信度 效度 

分 类 号：C93[经济管理—管理学]