基于溢利的价值导向型顾客满意理论与实证研究  

Theory on Customer Satisfaction Based on Profit and an Empirical Research

作　　者：陈敬东[1] 王丽影[1] 

机构地区：[1]西安理工大学经济与管理学院,陕西西安710054

出　　处：《现代财经（天津财经大学学报）》2015年第1期103-113,共11页Modern Finance and Economics：Journal of Tianjin University of Finance and Economics

摘　　要：本文在现有理论与实践的基础上,从溢利最大化的角度开发出基于溢利的价值导向型顾客满意理论。根据调研的实际数据,构建结构方程模型,验证顾客溢利分级、目标顾客确定、顾客感知定档及顾客沟通调整四环节对顾客满意实现的影响,揭示出溢利最大化的中介效应。为顾客满意的实现找到了一条行之有效的途径。The related research in the theory of customer satisfaction has a significant contribution to the development of customer marketing.The existing research emphasizes on the result of customer satisfaction and feedback effect,but it involves rarely the achievement of customer satisfaction.Based on the existing theory and practice,this paper creates the theory of value guidance customer satisfaction from profit maximization.Then,according to the actual data of the investigation and survey,we build a structural equation model,examine four links impact（Classification,Customers,Setting and Adjustment）on the realization of customer satisfaction,and promulgate profit maximization as the intermediary.This paper finds an effective way for the realization of the customer satisfaction.

关 键 词：顾客溢利 顾客价值 顾客满意 分级 定档 

分 类 号：F713.56[经济管理—市场营销]