市场营销的社会满意度测度模型构建及实证研究  

The marketing social satisfaction index measuring module and empirical research

作　　者：石建勋[1] 吴新[2] 

机构地区：[1]同济大学经济与管理学院,上海200092 [2]上海大众汽车有限公司,上海225000

出　　处：《广州大学学报（社会科学版）》2011年第9期57-63,共7页Journal of Guangzhou University:Social Science Edition

基　　金：国家社科基金项目(10BGJ019)

摘　　要：文章首创性地提出市场营销学意义上的社会满意理论,以社会满意度作为衡量企业经营的重要指标,构建了市场营销的社会满意度测度模型;获取数据,应用SPSS和Excel等数理统计工具将数据进行因子分析,得到各因素对社会满意的影响系数;根据影响系数推导社会满意度的具体测量模型。实证研究结果表明,不同因素对社会满意度的影响作用有所差别,社会满意度和企业绩效存在正相关关系。In this article, we initially raised the concept of social satisfaction in marketing field, and regard it as an important index to measure enterprise performance, then we established a social satisfaction index measuring module in marketing field. We obtained data and conducted factor analysis through such statistical tools as SPSS and Excel, acquired the weight of each factor that influence social satisfaction, then conducted the measuring module. The result shows that different factors influence social satisfaction differently, and there is positive correlation between social satisfaction and enterprise performance.

关 键 词：顾客满意度 社会满意度 测评 

分 类 号：F713.5[经济管理—市场营销]