满意与忠诚的路径剖析:来自天津寿险业的实证

满意的顾客未必忠诚。对此,有学者认为满意是忠诚形成的必经环节,但忠诚的形成还受很多调节因素的影响;也有学者认为满意和忠诚之间呈现非线性关系。然而他们都未考虑满意和忠诚之间直接关系的假设是否合理。为此,笔者借鉴承诺-信任理论,对满意与忠诚的路径进行了剖析,并实证检验了变量之间的路径关系。研究发现满意、信任和承诺是普通顾客向忠诚顾客转化时心理变化的三个阶段。

Analysis of the Route to Satisfaction and Loyalty——An Empirical Test from the Life Insurance Industry in Tianjin

Satisfied customers are not necessarily loyal.In this regard,some scholars believe that satisfaction is an imperative link in the formation of loyalty,but the formation of loyalty is influenced by many other factors;other scholars believe that there is a non-linear relationship between satisfaction and loyalty.However,neither of them considers whether the assumption on their direct relationship is reasonable.Using the commitment-trust theory for reference,the authors analyze the route to satisfaction and lo...