顾客满意与营销4P的层次分析  

Analytic hierarchy of customer satisfaction and marketing 4P

作　　者：谢立仁[1] 张明亲[1] 

机构地区：[1]西安工业学院经济管理系,陕西西安710032

出　　处：《西安工业学院学报》2003年第2期166-171,共6页Journal of Xi'an Institute of Technology

基　　金：陕西省教育厅专项基金(02JK009);陕西省自然科学基金(2002G11)

摘　　要：为了确定顾客消费行为与顾客满意之间的关联度,首先利用层次分析法决策工具,定量分析消费者各选择指标因素与顾客满意之间的相关性及重要程度;其次进行排序;最后得出结论:质量、价格水平、服务、品牌、价格构成是影响顾客满意的重要因素,并提出相应措施.In order to get the correlation between the customer purchase behavior and customer satisfaction,the decision tool of AHP (analytic hierarchy process) is utilized to quantitatively analyze the relation between customer satisfaction and subdivision factors which influence customer' s purchase decisions, and to ascertain the importance levels about these subdivision factors. Then these subdivision factors are sorted. Hie conclusion is that quality, price level, service, brand, price constitution are the important factors which influence customer satisfaction. Finally,the corresponding measures are proposed.

关 键 词：顾客满意 顾客消费行为 层次分析法 关联度 质量 价格 营销组合 产品 定价 促销 分销 企业 

分 类 号：F713.5[经济管理—市场营销]