论顾客满意测度的动态性

顾客满意在市场营销研究中占有重要地位。对于什么是顾客满意、如何测度顾客满意 ,现有研究已提出了不少理论模型。在对现有研究进行回顾的基础上 ,认为现有理论框架对顾客满意概念的描述均属于静态模型。基于顾客对整体产品属性的认知是一个逐步感知过程的事实 ,可以肯定有些属性要在较长时间之后顾客才有机会去感知它。因此顾客满意应该具有随时间递进而演变的特性 ,并应以时间—事件模式为基础的顾客满意测度概念框架

On Dynamic Evaluation on Customer Satisfaction

Customer satisfaction plays an important part in the marketing research.Many theoretical models have been worked out on it and its evaluation.By reviewing the previous researches,the paper holds them to be stagnant.Since the customers' cognition of the overall products' characteristics involves a sraduat process,in which some products' characteristics can be only known to customers after somewhat a long time,customer satisfaction is dynamic adaptable to the time processing.The paper frames the model of evaluatng customer satisfaction based on time and events.