基于服务公平性的顾客满意感与忠诚感关系——面向武汉酒店业的实证研究

在高度竞争的市场环境中,赢得顾客并与顾客维持长久关系是非常重要的,而这种长久关系的建立在很大程度上是以顾客满意为基础的。因此,如何提高顾客满意度、培育和维系忠诚的顾客群体是现代企业生存和发展亟待解决的重要课题。本论文提出了一个包含服务公平性、顾客感知质量、顾客感知价值、顾客满意感和顾客忠诚感概念模型及18项相关研究假设,并在武汉市20家酒店展开了问卷调查,最后采用规范的、科学的实证研究方法对此概念模型和研究假设进行了检验。

A Study on the Relationship between Customer Satisfaction and Customer Loyalty based on Service Justice

In the fierce competitive market environment,it is very crucial to attract customers and keep a long relationship with them,which,to a large extent,is based on customer satisfaction.Thereby,how to improve customer satisfaction and foster customers' loyalty are the imperative task to be handled by modern enterprises who want to survive and develop themselves.In this dissertation,a conceptual model and other 18 related hypotheses for research have been raised including service justice,customer perception quality,customer perception value and customer loyalty.A questionnaire investigation has been conducted in Wuhan.In the end,this conceptual model and the related research hypothesis have been verified by the scientific and normative empirical research methods.