大中型零售企业顾客满意度模型实证研究——基于长株潭区域一体化大中型零售企业的调查数据  

An Empirical Study on Customer Satisfaction of Large-and-middle Scale Retail Enterprise——Based on Survey Data of the Large-and-middle Scale Retail Enterprise from the Region of Changsha,Zhuzhou and Xiangtan

作　　者：熊曙初[1] 罗毅辉[1] 

机构地区：[1]湖南商学院信息学院,湖南长沙410205

出　　处：《华东经济管理》2008年第8期129-136,共8页East China Economic Management

基　　金：湖南省教育厅资助课题(06C474);湖南省社会科学基金资助课题(06ZC52)

摘　　要：顾客满意度指数已成为质量管理体系的关键指标。文章构建以企业形象为自变量,以顾客预期、感知质量和价值为中介变量,以顾客满意和忠诚为因变量的结构方程模型,并以长、株、潭零售业的数据为实证研究。结果表明:区域一体化大中型零售企业顾客满意度模型的有效性得到了证实;长株潭地区的顾客满意度总体处于中等水平,长沙零售业竞争最激烈;企业形象直接和间接影响顾客满意度和忠诚度。提出了企业在关注影响驱动因素时,应重视和明晰企业形象策略,从而提高服务质量和企业竞争能力。The customer satisfaction index has become the key index of the quality management system . Therefore, the structural equa- tion model is built which implies corporate image as an independent variable, the customer＇s expectation and perception as mediate varia- bles, the customer satisfaction and loyalty as dependent variables. And the relationship between them is revealed based on survey data of the large-and-middle scale retail business from the region of Changsha, Zhuzhou and Xiangtan. Experimental results support that the mod- el for customer satisfaction of large-and-middle scale retail enterprise on the regional integration is proved effectively, the customer satis- faction and loyalty of Changsha, Zhuzhou and Xiangtan is in the medium level, the retail business of Changsha is the most intensely com- petitive, and the corporate image can influence customer satisfaction and loyalty directly or indirectly. As a result, the paper proposes that the enterprise not only should pay attention to influencing factors, but also consider the distinct strategy for corporate image . Then the efficiency of management and competitive power is improved.

关 键 词：零售企业 顾客满意度 结构方程模型(SEM) LISREL 

分 类 号：F274[经济管理—企业管理]