商业领域顾客满意及未来行为意向的影响因素研究  

Study on Customer Satisfaction and Future Behavioral Intentions in Retailing Field

作　　者：朱华伟[1] 涂荣庭[1] 

机构地区：[1]北京大学光华管理学院,北京100871

出　　处：《中国工业经济》2008年第4期92-101,共10页China Industrial Economics

基　　金：国家自然科学基金项目"整体服务体验;消费情绪与顾客满意互动研究"(批准号70502012);北京市哲学社会科学"十一五"规划项目"提高北京商场的核心竞争力:从购物导向到顾客满意"(批准号06BaJG046)

摘　　要：顾客去商场的购物导向趋向多元化方向发展:有的顾客到商场主要是进行购买(购买导向),而有的顾客却主要是为了获得体验(体验导向)。针对顾客的特点,商场应该同时提供商品价值和体验价值以满足不同顾客的不同需求。在理解具有不同购物导向的顾客特征和所追求价值的基础上,本文研究管理者应该如何设计与管理各种商场因素同时提供商品价值与体验价值,以吸引和满足具有不同购物导向的顾客,以及不同购物导向如何影响顾客对商场的满意度和忠诚度。Consumer shopping orientation tend to be diversifying： some customers go shopping mainly for buying （purchase orientation）, and others mainly for experience （experience orientation）. Therefore, a store should deliver experience value as well as merchandise value to satisfy the different needs of customers with different orientations. Based on the understanding of the characteristics of customers with different shopping orientations, and the shopping values they seek in a store, we investigate the issue of how store managers should design and manage various store factors to deliver the two shopping values simultaneously to attract customers with different shopping orientations, and how shopping orientations influence customers＇ satisfaction and future intentions towards the store.

关 键 词：购物导向 购物价值 顾客满意 未来行为意向 

分 类 号：F270[经济管理—企业管理]