代价高昂的客户满意度

正在某种程度上,管理者认为更高的满意度会令客户更加偏爱自己的品牌。但事实上,真正的关键在于客户对某一品牌的满意度是否高于其同时正在使用的其他竞争品牌,或者说消费者心目中的首选品牌是什么大多数公司都恪守客户满意至上的承诺,认为"客户满意才能保证收入"。因而,在公司的使命宣言和营销策划中,随处可见对客户满意度的强调;     

A Cross-national Investigation of the Satisfaction and Loyalty Linkage for Mobile Telecommunications Services across Eight Countries

Improving customer satisfaction has become a strategic imperative for managers and researchers given the benefits of developing customer loyalty for long-term financial success. Creating these linkages becomes even more important in the context of mobile telecommunications due to the ubiquitous nature of mobile phones and the potential this creates to engage in interactive marketing for firms. Further, with increased global penetration of mobile telecommunications, examining cross-national differences in consumer attitudes and behaviors has become critical. Most studies that examine customer satisfaction and loyalty linkages however have traditionally focused on single countries and/or single industries. This study extends the literature by testing the moderating impact of cultural variables on the impact of satisfaction on loyalty intentions using data from 3,393 mobile telecommunications customers in Australia, Brazil, Canada, China, France, Spain, UK, and USA. Our findings reveal that the impact of satisfaction on loyalty in the mobile telecommunications context depends on cultural differences. The results demonstrate non-linear threshold effects where managers operating in countries characterized by self-expressionist values will have an easier time creating satisfaction and loyalty with mobile customers compared to those operating in cultures dominated by high survivalist values.