消费经历对顾客满意感影响程度研究——基于武汉市生鲜农产品的实证研究  

The Effects of the Consumption Experience on Customers' Satisfaction: ——A Case Study on Fresh Food Supermarkets in Wuhan

作　　者：张均涛[1] 李春成[1] 李崇光[1] 

机构地区：[1]华中农业大学经济管理学院,武汉430070

出　　处：《管理评论》2008年第7期21-27,共7页Management Review

基　　金：国家自然科学基金项目资助(70773046);教育部博士点基金项目资助(2005.0504014)

摘　　要：影响顾客满意程度的因素有哪些?各个因素通过何种路径来影响和决定顾客满意?这些问题是顾客满意研究的焦点。本文利用因子分析、多元线性回归分析等方法,对武汉市生鲜超市消费者调查所得数据进行实证分析。研究结果表明:①消费经历是决定顾客满意程度的重要因素;②影响顾客满意感的消费经历是一个多维构念,包括商品消费经历、服务使用经历、购物便利性体验、购物环境体验四类;不同消费经历对顾客满意感的影响程度不同,其中商品消费经历是最重要的影响因素。本文的研究对丰富顾客满意的理论研究和推动农产品营销实践具有一定现实意义。Which factors influence customer satisfaction? How do they influence and determine customer satisfaction? These are a focus of the researches about customer satisfaction. This paper utilizes the demonstration methods of factor analysis, multivariate linear regression to analyze the satisfaction data by investigating some customers in the fresh food supermarket of Wuhan city. The analysis results reveal that: ①the consumption experience is the important factor which influences customer satisfaction; ②the consumption experience is a multi-dimension construct, including such four dimensions as product consumption experience, service experience, convenience, shopping environment; furthermore, the degree to which different consumption experience influences customer satisfaction varies, and the product consumption experience is the most important factor.

关 键 词：消费经历 顾客满意 影响程度 

分 类 号：F323.7[经济管理—产业经济] F713.55