感知服务质量与顾客满意和顾客忠诚关系的实证研究

在实践中,中国服务业发展迅速,但营销水平有待提高,很多管理人员对营销以及服务管理的理解有限。在理论中,对感知服务质量各个维度、顾客满意和顾客忠诚之间的关系讨论很多,尚无定论。实证研究发现,是顾客满意正向影响感知服务质量各个因子,而不是相反,说明基于交易的顾客满意会影响对服务进行长期综合评价的感知服务质量。只有忠诚度一个因子影响顾客忠诚,因此企业在培养忠诚顾客上应该有所侧重。顾客满意和顾客忠诚的关系被验证并非线性关系,在线性方程模型中未能验证成功。     

Attitudinal loyalty and trust in entrepreneurship: building new relationships

This paper studies the impact of attitudinal loyalty and trust in entrepreneurship, following a client-focused strategy. In this context, trust and commitment are the cornerstone of relationship marketing, and contributes positively to achieving attitudinal loyalty, which is suitable for the maintenance of relationships over time. This variable also acts as a facilitator or mediator on the influence satisfaction has on loyalty. We show that satisfaction has a positive impact on trust and attitudinal loyalty. Following structural equation modelling methodology we test all the relationships in a sample composed by travel agency customers.     

Customer satisfaction of bicycle sharing: studying perceived service quality with SEM model

ABSTRACT

Bicycle sharing is an emerging business in many cities worldwide and has attracted a large number of users, due to its convenience, environmental friendliness, low cost, and flexibility for short-distance travels. This study evaluates main factors affecting the perceived service quality, satisfaction, and loyalty of bicycle sharing customers. We design measurement variables, conduct a satisfactory survey on customers using OFO bicycle sharing service in Ningbo, China, develop a Service-Satisfaction-Loyalty model using structure equation modeling (SEM), and conduct statistical analysis. The perceived service quality was simplified to three dimensions including: perceived service quality of platform, perceived quality of bicycle entity, and perceived quality of value. The results show that SEM model can account for commonly unobserved variables within satisfaction and loyalty of bicycle-sharing. Perceived services quality of bicycle entity and platform are found to affect customer satisfaction significantly, while perceived quality of value is not a significant factor. This study confirms that satisfaction decisively leads to loyalty of bicycle sharing.     

Service Guarantee Strength: The key to service quality

While most authors describe a service guarantee as a “zero-one variable” indicating the presence or absence of an explicit written service guarantee, this paper develops a construct called “Service Guarantee Strength” (SGS) that is a continuous variable. This construct measures the degree to which a firm sets clear service quality standards for itself on dimensions that customers care about, and has an formal policy for quickly giving meaningful compensation to customers when these standards are not met.The paper builds upon established micro-level behavioral theory to develop the “Service Guarantee Strength Framework”. This framework posits that high Service Guarantee Strength leads to improved service quality, customer satisfaction, and loyalty through three intervening variables—marketing communications impact, employee motivation and vision, and learning through service failure.An empirical investigation was conducted to test the SGS Framework using both employee and customer data from three pairs of firms, with each pair in a different industry. None of these firms had an explicit service guarantee. Unlike many behavioral research studies, this study measured both employee and customer perceptual data and compared the two. The research finds that Service Guarantee Strength is positively related to customer perceptions of service quality, customer satisfaction, and loyalty.     

顾客关系承诺研究:模型与实证

顾客关系承诺有三个维度,持续性承诺、规范性承诺以及情感性承诺。顾客关系承诺意愿越强,则其转换意图就越弱,忠诚度越高。持续性承诺的影响因素包括转换成本和服务质量;情感性承诺的影响因素包括满意和信任;规范性承诺的影响因素为主观规范。对山东省服务业的调查分析显示,情感承诺、规范化承诺和持续性承诺都与转换意向负相关,但是情感承诺由规范化承诺中介,即情感承诺越强,对服务供应商的规范化承诺越强。主观规范与转换意图之间的关系由规范性承诺中介,信任与转换意图之间的关系由情感承诺中介,转换成本与转换意图之间的关系由持续性承诺中介,服务质量和转换意图之间关系没有由持续性承诺中介。     

内部服务质量理论及其对服务性企业管理实践的启示

根据服务利润链理论,内部服务质量决定了员工的满意感,满意的员工能够为顾客提供高价值的服务,从而使顾客形成满意感和忠诚感,为企业赢得利润和发展。要激励全体员工做好服务工作,自觉地为顾客提供优质服务,服务性企业必须将广大员工当做内部顾客,尽力满足员工的需要和愿望,为员工提供优质的内部服务。     

冷漠顾客满意形成机理探究——基于中国电信行业调查数据

满意的顾客不一定是忠诚的顾客,感受满意的顾客仍有可能流失,顾客满意与顾客忠诚之间存在一个"冷漠满意区域"。企业仅仅满足顾客期望还远远不够,应通过提供超越期望的服务来达到顾客感动,将顾客拖离冷漠区间,是赢取忠诚顾客的有力手段。     

酒店业会员制对顾客忠诚度的影响研究——以深圳城市客栈为例

顾客忠诚是顾客保持与企业良好关系的强烈意愿,企业实行会员制的最终目的是提高顾客的忠诚度。本文以深圳市城市客栈为研究对象,通过问卷调查和实证分析得出结论:顾客的期望、顾客对产品和服务的感知以及顾客对价值的感知影响顾客的忠诚;长期性、可靠性、人际关系、企业形象声誉,影响顾客的忠诚;机会成本、沉没成本、风险成本、搜索成本和认知成本,影响顾客的忠诚。在管理上,应通过提高会员满意度、会员关系信任、会员转换成本建立顾客忠诚。     

Creating consumer durable retailer customer loyalty through order fulfillment service operations

Manufacturers now find themselves in the position of finding new ways to remain competitive in the era of retail power. The onus rests on the manufacturer's ability to implement operational strategies that help the retailer achieve its objectives. Specifically, manufacturers that establish successful order fulfillment service can affect retailer loyalty. The overarching goal of this research, therefore, is to examine the importance to operations managers of understanding the order fulfillment needs and expectations of their retail customers and to establish the value-added role that operations management plays in developing retailer loyalty. Empirical evidence is provided on the relationships between relational order fulfillment service, operational order fulfillment service, satisfaction, affective commitment, purchase behavior, and loyalty. Such evidence not only focuses on the strategic importance of the OM discipline in manufacturer–retailer relationships, but also extends previous OM theory by taking a more complex view of the loyalty phenomenon.     

Some insights into customer orientation: an investigation of salespeople in Taiwan

Despite the claim that prosocial service behavior ratings influence sales performance (SP), an empirical discrepancy exists in relating prosocial service behavior ratings to actual SP. Furthermore, studies have seldom considered prescribed role and prosocial service behaviors together as important factors in influencing customer attitudes and SP. This article fills this void by examining the relative contribution of prescribed role and prosocial service behavior. Effective triadic data from 37 sales managers, 418 business customers, and 122 SP archives are used for exploring the relationships between customer-oriented behaviors and customer outcomes [customer satisfaction (CS) and loyalty intent] and percentage of sales quota attained. The principal results generally indicate that business customers place greater values on prosocial service behavior in predicting SP and CS, and that CS partially mediates the relationship between prescribed role service behavior and outcome variables.     

中国零售业服务质量研究对比分析:2005─2010

零售业服务质量不仅影响顾客满意度,还会影响顾客忠诚度。目前,国内对零售业服务质量的研究不仅限于服务质量量表的探索性研究,还涉及到对顾客满意度和忠诚度影响的实证研究。未来的零售业服务质量研究除了在多个业态方向继续深入外,服务质量量表的探索性研究也会加大力度,而服务质量与顾客满意度及忠诚度的关系会是研究的重点。     

An integrated model of the effects of service evaluation,corporate image,and switching barriers on customer loyalty

The purpose of this study was to examine the relationships between service evaluation, corporate image, switching barriers, and customers’ intentional loyalty. The proposed model was tested and valuated in the mobile services context. A field survey was conducted using a structured questionnaire about the investigated concepts. To test the proposed hypotheses, a model was constructed and estimated using the method of partial least squares. Findings indicate that service evaluation constructs have both direct and indirect effects, through customer satisfaction and corporate image, on customers’ intentional loyalty. The outcomes suggest that marketers, in their effort to develop more customer-oriented marketing plans, should consider both the pool-in factors, reflecting the value of the provided services, customer satisfaction, and corporate image, and the interactions among them, as well as the push-back factors, as they all impact on customers’ behavioral intentions. The research was limited to one service setting and the proposed model should be cross-validated in other service settings before the relationships among its components are fully clarified. Also, the use of cross-section design reduces inference ability regarding temporal changes in research constructs. This article contributes in adding to the body of the existing knowledge by considering both corporate image and switching barriers, along with service evaluation constructs, as antecedents of consumer’s intentions determination, resulting in a model that has not been investigated thus far.     

商店形象契合对传统零售商线上顾客忠诚的影响研究

本文采用回归分析方法检验了商店形象契合的不同维度、线上顾客信任、线上顾客忠诚之间的关系.研究结果表明:商品形象契合、价格形象契合、便利形象契合、服务形象契合均对线上顾客信任具有显著正向影响;价格形象契合、便利形象契合、服务形象契合对线上顾客忠诚具有显著正向影响.其中,线上顾客信任在价格形象契合与线上顾客忠诚中起完全中介作用;在便利形象契合、服务形象契合与线上顾客忠诚中起部分中介作用.     

间断性服务业顾客忠诚维度及其影响因素

本文以餐饮业为实证对象,对间断性服务业的顾客忠诚问题进行研究与讨论。结果表明,间断性服务业的顾客忠诚可用认知忠诚、情感忠诚和行为忠诚三个维度来刻画,且三个维度之间存在因果关系;影响间断性服务业顾客忠诚的主要因素以及影响程度从大到小依次是顾客满意、服务质量和感知价值;各影响因素对顾客忠诚各维度的影响机理与程度各不相同。并由此得出提升顾客忠诚的若干管理启示,最后指出了进一步研究的方向。     

关系营销策略对客户忠诚的影响

本文利用可置信承诺界定关系营销策略的内涵,在此基础上探讨关系营销策略到客户忠诚的影响途径,认为它是一个从心理到行为逐步过渡的过程,正是客户关系质量的三个层次:满意、信任、关系承诺完成了客户从心理依赖到行为忠诚的转变,最后通过引入客户个体因素对该影响途径进行扩展分析。     

Proposing online game loyalty and its antecedents considering gender as a moderator: a qualitative study

This study discusses the formation of consumer loyalty in the context of online games. Loyalty to a specific online game may be conceptualized in terms of repeat patronage, switching behavior, and word-of-mouth recommendations toward the game. A conceptual model is proposed. In the model, virtual power-status, incentive utility, relational interacting behavior, and feature enhancement indirectly influence loyalty through the mediation of satisfaction and commitment. Gender is proposed to moderate each model path given that individuals with stronger feminine or masculine identities are likely to make repeated consumption on online games based on different game product choices accordingly. Finally, the implications of the proposed model and suggestions for future research are also discussed.     

基于动态视角的工业品顾客忠诚影响因素研究——以珠三角地区电子类制造企业为例

从动态角度出发,将工业品的顾客忠诚分成形成、维持、流失三个阶段,并对忠诚形成阶段和维持阶段的影响因素进行了实证研究。对我国珠三角地区的电子类制造企业进行了抽样调查,运用结构方程模型等工具对调研的数据进行分析验证。结果表明,随着顾客忠诚关系的不断发展,影响顾客忠诚的因素也发生了相应的变化,顾客忠诚形成阶段的主要影响因素是顾客价值和服务质量,忠诚维持阶段的主要影响因素为顾客信任。在此基础上,构建了工业品顾客忠诚的动态发展模式。     

Apply 6-sigma methodology in measuring the competition quality of satisfaction performance—an example of ISP Industry

At present time the ISP (Internet Service Provider) already make a great impact to the human life as well as the economic society, everything has a close relation with the internet service and due to the fast development of information technology further lower the cost of ISP and improved the service speed as well as its quality. All of this make the customer layer of ISP more popular than before and thus bring up the fierce competition in this industry. Due to the entry barrier of high investment and high technology of ISP industry it has become as a monopoly market and the monopoly market is very respect the competition and cooperation relationship with competitors. Besides, most of the relevant literature in the past is focus on the measurement and analysis of customer to the self-company and few of them mention how to include the satisfaction of competitor’s customer into measurement and analysis. As golden strategy stated in the Sun-Tze Strategic: “Know yourself and know your competitor well, winning every war.” we must consider the strength, weakness, opportunity and threat on customer satisfaction of your company and competitors. Base on the above motivation, this article will apply the DMAIC (Define, Measure, Analyze, Improve, Control) methodology of 6-Sigma, focus on the viewpoint of customer satisfaction of ISP industry. At first we utilize the 5 equal scale measurement define the network quality item of ISP, which provided by the self-company and competitors. And measuring the degree of “satisfaction” and “importance” of these quality items, then use the performance evaluation matrix and strength and weakness matrix to analyze the Strength, Weakness, Opportunity and Threat of self and competitors, focus on the quality items that fall out of the 2 sigma and use the strength–weakness strategic chart to establish the improvement strategy. And at last, utilize the strength–weakness matrix chart as the control tool to verify and sustain the effectiveness of the improved performance. The complete and easy measurement improvement model provided in this article can be used by the enterprise to effectively and quickly evaluating and analyzing the service quality of self and competitors. And under the reasonable cost condition with considering the competing opportunity and threat of market to effectively improving the customer service quality and promoting the overall customer satisfaction and create powerful high value-added quality competition strength.     

Prosocial customer in the public sector: A PLS-SEM analysis applied to blood donation (active donors)

The act of donating blood creates social and public value (as a transformative service), but donors do not always repeat, so this study analyses the antecedents of attitudinal loyalty in donors. In addition, this research identifies active donor profiles to design personalised strategies to increase customers’ attitudinal loyalty. An online survey was conducted with 30,619 active donors who have donated blood at least once over the past two years. The study applies a quantitative modelling model called Partial Least Squares-Structural Equation Modelling (PLS-SEM). Analyses confirmed that motivations, obstacles and service quality influence satisfaction and donor attitudinal loyalty. Also, three active donor clusters were identified, as donation centres must adjust to each cluster to create value for society. This research contributes to understanding the factors that increase donor loyalty and closing a gap in the literature on prosocial consumer behaviour, and thereby other public services that depend upon the willingness of the individual. Furthermore, this approach enables the design of a more effective policy agenda and helps to focus public investment on developing strategies to engage willing and experienced donors.