顾客满意度、企业营销战略与社会福利变化分析

随着买方市场的出现、信息管理技术的发展以及消费者主权意识的逐步形成,现代企业的营销发展与顾客满意度有着非常紧密的联系。在"顾客与企业共赢"模型基础上,只有系统地研究基于顾客满意度的现代企业营销战略选择问题,才能对"一对一"营销战略下的社会福利变化进行分析。     

基于PLS路径模型的区域商品房顾客满意度研究

随着商品房市场竞争的日趋激烈,企业越来越认识到争取市场、赢取顾客的重要性。这使得处于竞争行业的房地产开发企业不得不开始重视顾客满意度。依据中国顾客满意度模型、美国顾客满意度模型和一些学者的研究成果建立商品房顾客满意度潜变量模型及其指标体系,运用偏最小二乘(PLS)法建模技术进行参数估计,得到的结果令人满意。此项研究对房地产商制定战略、特定区域商品房开发前期市场研究和其他研究有些借鉴意义。     

Share of wallet in retailing: the effects of customer satisfaction, loyalty cards and shopper characteristics

In retailing, consumers typically patronize multiple outlets. Thus, an important issue is why consumers vary in how they divide their purchases across outlets and how outlets can get a greater share of consumer expenditures. Two potential avenues for increasing customer share are to raise customer satisfaction, and increase repeat purchase through loyalty cards. This study examines the effects of customer satisfaction and loyalty cards as well as consumer characteristics on customer share spent on the primary grocery store. The findings suggest that customer satisfaction has a positive, albeit modest, effect on share while consumer economic shopping orientation has a negative direct effect on share. The economic orientation of shoppers, their felt importance of a personal relationship with store personnel, and the level of their aggregate purchase volume moderate the effect of satisfaction on customer share. Finally, the results provide mixed support for the impact of loyalty cards on customer behavior.     

What factors determine e-satisfaction and consumer spending in e-commerce retailing?

Evidently, the Internet has resulted in a fundamental shift in retailing practice, creating a shift in both consumer and business behavior, which has been compared to that of the Industrial Revolution. The purpose of this paper is to analyze customer satisfaction in e-commerce market. In particular, we determine the factors that affect customer e-satisfaction and the relationship between customer satisfaction and consumer spending in e-commerce retailing. We focus on how American based e-commerce firms are impacted by these developments and how marketing practices have reflected the developing e-commerce situation. The results show that customer satisfaction does have an impact on consumer spending in American based e-commerce retailers. Further, the relationship between customer satisfaction and consumer spending is positive, where higher e-satisfaction results in more spending in e-commerce. The results also show that there is a direct relationship among e-service quality, e- satisfaction and e-loyalty in terms of online spending by consumers. However, the analysis shows that e-commerce still faces challenges compared with traditional offline retailers since customers cannot feel and try the products, and may end up choosing the products that they do not want.     

基于顾客满意度的铁路多经物流企业核心竞争力研究

顾客满意是现代企业经营的基本准则,如何满足顾客需求已成为企业市场竞争的一个重要课题。铁路多经物流企业作为市场化运作的铁路企业,实施顾客满意的经营理念,构建企业的核心竞争力已成为当务之急。     

不断改进质量 赢得顾客满意

在激烈的市场竞争中处于领先地位的企业 ,都是各行业领域中的质量先驱。由于顾客对质量需求呈现出多样性 ,因此 ,企业在市场竞争中必须为顾客提供一条“满意链” ,在这条“顾客满意链”上 ,顾客对产品使用价值的满意 ,顾客对产品附加价值的满意 ,顾客对企业服务的满意和顾客对产品的社会性满意是“链节”。顾客满意是企业质量改进的思想基础 ,质量改进是动态的和持续性的。处处站在顾客的立场上 ,使顾客满意的工作贯穿于产品质量形成的全过程 ,是当今全面质量管理思想的新扩展。质量改进是一个不断发展的概念 ,与传统质量改进相比 ,现代质量改进的思想内涵在于突出强调质量改进的持续性 ,并把持续改进确定为企业的一个恒久目标     

Characteristics of Consumer‐Preferred Labeling Policies: Experimental Evidence from Price and Environmental Disclosure for Deregulated Electricity Services

This study gauges how different information disclosure policies impact consumer understanding, performance, and satisfaction during the choice of a deregulated electricity supplier, and it explores how the market share of each firm responds to different policies in a hypothetical market. Compulsory disclosure of detailed price and environmental attribute information yields high consumer satisfaction and minimizes most types of information processing errors. The implications for disclosure policy and firm‐level market share are discussed.     

Evaluating service quality and consumer satisfaction in emerging markets

Developing economies offer tremendous potential for future growth and organizations appreciating these consumers’ requirements stand to reap considerable returns. However, compared with more developed economies published consumer studies are few. In particular, there is a dearth of service quality research and hardly any from Africa. Furthermore, the little available research tends to apply Western methodologies, which may not be entirely appropriate. This research investigates East African consumer perceptions of retail banking using an approach that takes account of the research context. Qualitative research was undertaken to define the relevant service attributes. Performance along these was then investigated through a survey with over 2000 respondents. Principal component analysis identifies 13 core service dimensions and multinomial logistic regression reveals which are the key drivers of customer satisfaction. Comparison of the results with studies from other regions confirms that established standardized research instruments are likely to miss or under‐represent service attributes important in developing countries.     

Satisfaction of mall shoppers: A study on perceived utilitarian and hedonic shopping values

Declining consumer footfall and diminishing sales in Indian metro cities have guided the expansion of malls in cities of central India. Shoppers of these cities are unfamiliar with the mall concept and have limited exposure of shopping values in the past. The present research focused on the influence of utilitarian and hedonic shopping values on satisfaction of mall shoppers of central India Bhopal by establishing a proposed research framework based on 288 responses from two shopping malls, using utilitarian and hedonic dimensions of shopping values. Confirmatory factor analysis and structural equation modeling (SEM) are used to analyze and validate the proposed research framework. The result supports the relationship between shopping values and customer satisfaction, where both the shopping values show positive significant influences on customer satisfaction. Therefore this research paper would help mall owners to focus on these shopping values effectively and efficiently while planning malls in central India for gaining competitive advantage, attracting new customer and hold their profitable customers by enhancing customer satisfaction with shopping values in the current retail scenario.     

浅淡顾客满意与服务质量管理

在服务经济时代,企业之间竞争的焦点之一是服务。服务质量的提高也就是顾客满意度的提高。基于顾客满意的服务质量管理已成为现代企业市场竞争的一个重要课题。在探讨了顾客满意与服务质量的内涵、关系及其差距分析模型的基础上,从牢固树立顾客满意度的经营理念,大力推行全面服务质量管理,分析原因、缩小差距,改善服务质量,加强和健全各项服务管理工作等方面提出了加强服务质量管理的方法和途径。     

Building and transforming an emerging market global enterprise: Lessons from the Infosys journey

The story of Infosys’ growth and transformation from a $250 start-up to its current market valuation of approximately $26 billion provides one of the most pertinent lessons in leveraging India's strengths and managing the challenges faced by an emerging market global enterprise based in India. In this article, we present a wide-ranging interview with Infosys’ current CEO, Mr. S.D. Shibulal, as he explains what he considers to be the core strengths of the company that made it successful in the past, lays out his vision for the company's future, and discusses in detail how he sees the company's transformation taking place over the coming years. The conversation uncovers several interesting themes and lessons for multinational enterprises in emerging as well as developed economies, including the relevance of being born global, values-based governance, the necessity of creating hybrid business models that infuse the ‘India way’ with local cultures and practices in global markets, leveraging strategic partnerships via co-creation and co-evolution, and the delicate balance between ‘preservation-creation-destruction.’     

大型零售商场顾客忠诚驱动因素实证分析——以杭州市为例

制定与实施顾客忠诚管理策略,为顾客提供综合性、差异化的服务,履行高度的顾客承诺,是大型商场保持与顾客长期、双向互动关系的重要保障。本文以规范分析和实证研究相结合的方法分析顾客忠诚的影响因素,构建大型商场顾客忠诚的基本驱动因素模型,选取杭州四大商场为数据采集对象,实证检验各种影响因素对大型商场顾客忠诚的影响,并提出了提高大型商场顾客忠诚度的相应策略。     

Customers’ perspectives regarding e-banking in an emerging economy

Determining factors affecting customer perception and attitude towards and satisfaction with e-banking is an essential part of a bank's strategy formulation process in an emerging economy like India. To gain this understanding in respect of Indian customers, the study was conducted on respondents taken from the northern part of India. The major findings depict that customers are influenced in their usage of e-banking services by the kind of account they hold, their age and profession, attach highest degree of usefulness to balance enquiry service among e-banking services, consider security & trust most important in affecting their satisfaction level and find slow transaction speed the most frequently faced problem while using e-banking.     

浅论服务业顾客满意

目前,顾客满意受到了前所未有的重视,赢得更高的顾客满意度正成为许多公司的经营目标之一,对于顾客接触最多的服务行业,满意的顾客更是企业财富的源泉.根据对顾客满意形成机理和各国满意度指数的研究,企业提升顾客满意度,实施顾客价值分析、顾客价值创新、顾客满意监控等战略,以增强企业的市场竞争力.     

Understanding how technology paradoxes affect customer satisfaction with self‐service technology: The role of performance ambiguity and trust in technology

This study examines the role of consumer technology paradoxes within the context of self‐service technology and the routes by which these paradoxes influence customer satisfaction evaluation. Analysis of survey data from online banking customers indicates that three paradoxes operate in this context: control/chaos, fulfill needs/create needs, and freedom/enslavement. The study reveals further that the effects of these paradoxes on customer satisfaction are mediated by consumer performance ambiguity and consumer trust in technology. Theoretical and managerial implications of consumer paradoxical experiences for technology‐based services are discussed. © 2008 Wiley Periodicals, Inc.     

Magnet status as a competitive strategy of hospital organizations: marketing a culture of excellence in nursing services

With issues of patient safety, the nursing shortage, and managed care fiscal constraints, hospital organizations can strategically capture market share, while insuring best care practices, if they adopt the "Magnet Status" accreditation model. This quality indicator signifies to the consumer a culture of excellence in nursing services and fulfills the priority of customer satisfaction as a marketing strategy objective.     

LOGISTICS SERVICE PERFORMANCE: ESTIMATING ITS INFLUENCE ON MARKET SHARE

The research examines the relationships among three dimensions of logistics service performance (operational, relational, and cost performance), customer satisfaction, customer loyalty, and market share. Perceptions of customers of third party logistics (3PL) providers are used to assess 3PL performance constructs. Of the three dimensions of service performance, relational performance is the single most important factor in engendering customer satisfaction. The research supports the strong relationship between customer satisfaction and loyalty identified in previous studies. It also establishes an empirical link between customer loyalty and a measure of market share that is anchored by objective, secondary data.     

新冠肺炎疫情对我国中小微企业的影响及应对

新冠肺炎疫情爆发对我国经济社会及人民生活等各方面均造成了不容忽视的影响,特别是抗风险能力较低的中小微企业所受冲击巨大,生存危机加剧。以116家中小微企业所有者及实际负责人为调研对象,以损失评估、可维持时间、行业影响程度、企业所面临困难类型、自身对策及政策诉求等11个问题为调研内容,对我国中小微企业受新冠肺炎疫情影响情况及政策诉求进行调研发现,中小微企业受新冠肺炎疫情冲击严重,影响面广,但不同类型企业受影响程度不尽相同,其经营计划和政策诉求也存在差异。为应对新冠肺炎疫情对中小微企业的影响,应综合考虑企业实际情况以及疫情持续时间和影响程度,一方面,从政策层面着手,聚焦政策创新,在针对紧急而重要问题出台帮扶政策、纠正政策制定与执行中过激过度过当行为的同时,着力打通不同部门之间的政策屏障,推动跨部门协同,针对不同主体提供差异化策略;另一方面,从企业自身发展层面着手,关注现金流、供应链与扶持政策,积极开拓市场,加快企业转型,关注企业所有者与员工心理健康,确保企业运行和复工复产需要,弥补停工期订单损失。     

论企业售后行为与企业经营

企业成功的关键在于客户的保持和增长。系统的售后行为不仅可以提高客户满意度,扩大市场份额,而且售后行为更加彰显出它在市场营销和企业经营中的独特作用。企业的售后行为的概念远远大于售后服务。因此,将现代营销管理学的理念和方法同企业的售后行为结合起来,对企业利用售后行为提高经营水平是至关重要的。     

市场利基营销战略的研究与思考

市场利基营销战略是充分满足特殊顾客群的完全需求而形成无法替代的市场战略,兼顾了顾客、竞争、企业实力三种导向,是市场补缺者和中小企业的重要战略。面对以消费者个性化需求为特征的消费主权时代和全球范围买方市场的竞争压力,应从多个层面对利基营销战略进行了理性思考。