顾客体验对顾客满意和顾客忠诚的影响  

Research on the Impact of Customer Experience on Customer Satisfaction and Customer Loyalty

作　　者：梁宇轩 杨宇帆[1] 刘容[1] 

机构地区：[1]中山大学管理学院,广东广州510275

出　　处：《税务与经济》2017年第1期42-49,共8页Taxation and Economy

摘　　要：顾客体验是影响顾客满意、顾客忠诚的重要因素。将顾客体验与顾客满意、顾客忠诚关系的研究引入拓展到航空服务行业,研究表明:航空服务顾客体验的四个维度——新奇感、安全感、认同感、舒适感,都会对顾客满意与顾客忠诚产生显著影响。因此,航空服务的顾客体验管理应改变一元化的思维,不仅仅关注顾客的总体体验评价,更需要从不同方面考察自身的优势和劣势,并做出有针对性的优化改进。研究结果丰富了顾客体验理论,对航空企业实施全面顾客体验管理具有一定的借鉴意义。Customer experience is a major element which has greatly influence on customer satisfaction and customer loyalty. The research on the relations of customer experience,customer satisfaction and customer loyalty is introduced to aviation service in this paper. The result shows that the four dimensions of aviation service-novelty,security,identity and comfort-will have a significant impact on customer satisfaction and customer loyalty.Hence,the centralized thinking pattern should be cast off from the customer experience management in aviation service. The management should attach importance to the overall evaluation of customer experience. In addition,the targeted optimization improvements should be achieved after weighing its own strengths and weaknesses in different ways. This result enriches the customer experience theory and can be used for reference to the comprehensive customer experience management in many aviation enterprises.

关 键 词：航空服务 顾客体验 顾客满意 顾客忠诚 

分 类 号：F713.55[经济管理—市场营销]