考虑品牌影响的建筑企业顾客满意度模型  

Customer Satisfaction Model in Construction Enterprise Based on Brand Influence

作　　者：黄定轩[1] 蓝敏[2] 

机构地区：[1]桂林理工大学管理学院,广西桂林541004 [2]浙江工商大学工商管理学院,杭州310018

出　　处：《桂林理工大学学报》2010年第4期571-577,共7页Journal of Guilin University of Technology

基　　金：中国博士后基金项目(20060390651);四川省软科学规划项目(2009ZR081)

摘　　要：根据建筑施工项目的特征提出一个考虑品牌影响的建筑施工企业顾客满意度理论模型。在收集建筑施工企业顾客样本数据的基础上,利用结构方程模型软件对理论模型作了检验。研究结果表明:企业品牌对顾客满意度和顾客忠诚度均具有显著性影响;顾客感知质量对顾客满意度、顾客感知价值对顾客忠诚度、顾客期望对顾客抱怨、顾客满意度对顾客忠诚度具有显著性的影响;顾客期望对顾客抱怨、顾客满意度对顾客忠诚度有正面影响。研究结论具有较高的精度,模型对目标建筑施工企业顾客满意度和忠诚度有较好的解释力。Based on the characteristic of construction project,a customer satisfaction academic model by brand influence is put forward.An empirically analyses of academic model is done by the data from the customers of construction enterprise.The results show that the brand imposes positive effect on customers satisfaction and customers loyalty remarkably,and customers perceived quality imposes positive effect on customers satisfaction.The same is true for customers perceived values on customers loyalty,the customers expectation customers complaint and the customers satisfaction.Customers expectation has positive effect on customers complaint.The same is true for customers satisfaction on customers loyalty.This model can be used to interpret the customers satisfaction and the customers loyalty of construction enterprise with high precision.

关 键 词：顾客满意度 品牌 结构方程模型 建筑企业 

分 类 号：TU-9[建筑科学] F407.9[经济管理—产业经济]