心理账户视角下顾客满意度研究  

Research of Customer Satisfaction in the View of Mental Accounting

作　　者：王宁[1] 胡小阳 单晓红[1] 

机构地区：[1]北京邮电大学经济管理学院,北京100876

出　　处：《科技管理研究》2014年第9期186-190,共5页Science and Technology Management Research

基　　金：国家自然科学基金项目"企业面向消费者的微博沟通及其对品牌态度的影响机理研究"(71202155);北京市教委人文社科面上项目"北京市网络社区用户参与行为分析与模拟"(SM201310005002)

摘　　要：顾客满意度一直是学术界关注的问题,对顾客满意度进行研究有利于企业更加顺利地开展营销活动。从心理账户的视角出发,借鉴其中的参考价格这一概念建立心理账户视角下的顾客满意度模型,并通过分析发现,销售价格对顾客满意度的影响并不是传统的"价格越低、满意度越高",当顾客购后体验价格低于购前期望价格时,顾客满意度随着销售价格的增加先增加后减小。这一研究发现对于企业的营销实践有着一定的指导意义。Customer satisfaction has always been a problem concerned by many enterprises, and the study of that is signifi- cantly important for the enterprises to carry out marketing activities and improve enterprise sales profit. From the perspec- tive of mental accounting and the concept of reference price, this study establishes customer satisfaction model in the per- spective of the mental accounting. Through the analysis of the model, it is found that impact of sales prices on customer sat- isfaction does not obey the traditional rule that the lower the price, the higher the satisfaction. When customers＇ perceived price after purchasing is lower than expected price before purchasing, their satisfaction would first increase and then de- crease with the increasing of selling price. This is an important finding of this study, which has certain guiding significance for the enterprise marketing practice.

关 键 词：顾客满意度 心理账户 参考价格 最优化问题 

分 类 号：F274[经济管理—企业管理]