顾客期望的构成与驱动因子的关系

顾客期望是影响顾客满意的重要变量。本文在相关文献评析的基础上，提炼出了产品价值期望、服务价值期望、形象价值期望和付出成本期望等4个顾客期望构成因子，以及企业的承诺、顾客以往购买经验、顾客口头宣传、顾客的个人需要及顾客的选择范围等5个顾客期望驱动因子，建立了理论分析模型。应用回归分析法，选取手机再次购买的潜在顾客作为对象，分析实地调查的数据，确定各驱动因子对构成因子的作用程度；对结论的管理意义进行了剖析，提出了相应的营销管理建议。

Study on the Composing and Driving Factors of Customer Expectation

Customer expectation is an important variable to customer satisfaction.Five driving factors including enterprise promise,customer' s past purchasing experience,customer's oral propaganda,customer's personal needs and the range of customer's choice affect four compos- ing factors including expectation of product value,service value,image value and total cost.This paper proves the extent that every driving factor affects the composing factors by analyzing the data obtained from those potential customers who w...