基于效用模型构建的顾客满意实现过程分析  

The Analysis of the Customer Satisfaction's Implementation Process Based on Utility Model Construction

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：《预测》2015年第4期59-64,共6页Forecasting

摘　　要：顾客满意理论是现代营销理论研究的核心部分。当前研究多注重其理论结果与反馈作用,而对顾客满意实现过程的研究较少。本文在现有理论与实践的基础上,通过对顾客满意相关概念的梳理,在若干学者研究模型上构建顾客满意的效用模型,分别从短期比较静态与长期动态来分析,探究顾客满意的实现途径。顾客满意的实现过程是一种多因素影响的变化过程,短期内会达到均衡的过程,长期内顾客满意实现则有赖于信息与技术等方面作用呈现不同的变化过程。Customer satisfaction theory is the core part of the modern marketing theory. The present studies mostly focus on its theoretical results and feedback function, but rarely involve the implementation of customer satisfaction. Based on the existing theory and practice, this paper, firstly combs the concepts of customer satisfaction, then builds customer satisfaction utility model on a number of scholars’ research models to explore the way to achieve customer satisfaction from short-term comparative static and long-term dynamic analysis. The implementation of customer satisfaction is a change process with multi-factors, it will reach equilibrium in the short term, however, its implementation presents a different change process depending on the role of information and technology in the long term.

关 键 词：顾客满意实现过程 效用模型构建 营销 

分 类 号：F713.50[经济管理—市场营销]