提高顾客忠诚依赖目标产品还是支持性服务——顾客满意度与顾客忠诚度元分析研究  

Dose It Rely on Target Product or Supportive Service to Improve Customer Loyalty——A Meta-Analysis on Customer satisfaction and Customer Loyalty

作　　者：林业进[1] 张红娜[2] 

机构地区：[1]云南财经大学会计学院,昆明300387 [2]北京邮电大学经济管理学院,北京100876

出　　处：《经济研究导刊》2014年第15期95-101,共7页Economic Research Guide

摘　　要：通过提高顾客满意度从而培养忠诚客户一直是企业的营销目标。通过对国内外核心期刊的141篇(英文120篇,中文为21篇)实证研究进行元分析,总样本量为72 670。得出结论为:(1)顾客满意度与顾客忠诚度正相关;(2)目标产品满意度对顾客忠诚度的影响程度大于支持性服务满意度对顾客忠诚度的影响;(3)态度忠诚对支持性服务满意度更为敏感,行为忠诚对目标产品满意度更为敏感。It is a great marketing target of enterprise to cultivate the customer loyalty through improving customer satisfaction.Under the process of improving customer loyalty,different customer satisfaction aspect makes different sense.In this study,the meta-analysis is done to research the relationship between customer satisfaction and customer loyalty with 141 empirical researches which contain 21 Chinese researches and 120 foreign references and the total sample size is 72670.In this study,it draws the conclusion is that the first it is positive relationship between customer satisfaction and customer loyalty and the second is different customer satisfaction aspect has different influence to customer loyalty;target product satisfaction has deeper degree of influence than supportive service satisfaction to customer loyalty and the third is attitude loyalty is more sensitive with supportive service satisfaction,and behavior loyalty is more sensitive with target product satisfaction.

关 键 词：目标产品满意度 支持性服务满意度 顾客忠诚度 

分 类 号：F123.9[经济管理—世界经济]