整体解决方案、客户满意与市场绩效  

Integrated Solutions,Customer Satisfaction and Market Performance

作　　者：薛海波[1] 高维和[2] 

机构地区：[1]华东师范大学品牌文化与公共关系研究中心,上海200241 [2]上海财经大学国际工商管理学院,上海200433

出　　处：《经济经纬》2011年第6期116-120,共5页Economic Survey

基　　金：教育部人文社会科学研究基金青年项目(09YJC630079);教育部人文社会科学研究基金青年项目(09YJC63049);国家自然科学青年基金项目(71002031)

摘　　要：笔者发现与简单提供产品或服务的企业相比,为客户提供整体解决方案的企业无论在销售量还是市场份额上都显著优于其他企业。为揭示潜藏于这一现象背后的原因,构建出反映整体解决方案作用机制的初始概念模型,并利用具体调研数据做了实证检验。结果发现:整体解决方案对于客户产品品质的提升和生产成本的下降具有显著的正向作用,这有助于客户满意度和忠诚度的提高,进而保障了整体解决方案提供企业具有很高的销售量和市场份额。The authors find that compared with the companies simply providing products or services, those companies that provide inte- grated solutions to customers are significantly superior in both sales volumes and market share to other companies. In order to reveal the potential reasons behind this phenomenon, the authors construct an initial conceptual model to reflect the mechanism of integrated solu- tion, and test this model with specific empirical research data. The results show that integrated solutions have significantly positive effect on increasing product quality and decreasing production costs, which helps enhance customers＇ satisfaction and loyalty, and thus guarantees the solution suppliers＇ high sales volumes and market share.

关 键 词：整体解决方案 客户满意 客户忠诚 市场绩效 

分 类 号：F713.50[经济管理—市场营销]