一种新的顾客满意度指数测评模型

顾客满意度指数是近年来许多国家和地区积极开展研究和采用的一种新的经济指标。本文在已有研究的基础上,结合我国消费者行为的特点,构建了一种新的顾客满意度指数测评模型。该模型在期望不一致模式的基础上,同时考虑了公平模式和需要不一致模式,引入感知公平和感知价格变量,并为这些结构变量设计了相应的观测变量和路径关系,建立了由顾客满意、企业形象、感知价格到顾客忠诚三条路径关系,改变了传统模型中从顾客满意到顾客忠诚路径过于单一的情况。

A New Measurement Model of Customer Satisfaction Index

Customer satisfaction index, as a new kind of economic index, is studied and adopted by more and more countries and regions. This paper establishes a new CSI model based on the present studies and the characteristics of consumer behavior in China. On the basis of expectation disconformity pattern, considering simultaneously equity pattern and need disconformity pattern, this model introduces perceptive equity and perceptive price variables, and designs the corresponding observable variables and path relations for these structural variables. Then it establishes three paths from customer satisfaction, enterprise image, perceptive price to customer loyalty, which changes the situation of sole path from customer satisfaction to customer loyalty in the traditional models.