售后服务质量、顾客满意度及其行为意愿——基于“家电下乡”政策背景下农村顾客的实证分析

在对售后服务质量和顾客行为意愿进行维度划分的基础上,本文以我国"家电下乡"政策背景下购买过家电产品的农村顾客为研究对象对上述问题进行了深入分析。结果发现,送货质量与安装质量对顾客满意度的积极影响显著;顾客满意度高对保持关系意愿有着积极影响;保持关系意愿对顾客重购意愿和推荐意愿有着积极影响;顾客重购意愿对推荐意愿的积极影响不显著。最后,对本文的研究结论、启示与不足进行了阐述。

After-sales Service Quality,Customer Satisfaction and Its Behavior Intention:An Empirical Analysis on Rural Customers Under the Policy of "Appliances to the Countryside"

Based on discriminating dimensions of after-sales service quality and customer behavior intention,this study deeply explains the above issue using data from rural customers who had bought household appliances under the policy of "Appliances to the Countryside".It shows that,there are significantly positive impacts of delivery quality and installation quality on customer satisfaction.The positive impacts of customer satisfaction on relational maintenance intention,and relational maintenance intention on customer repurchase intention and recommendation intention are also significant.But there is no significantly positive impact of customer repurchase intention on recommendation intention.At last,conclusions,implications and limitations of the study are explained.