感知服务质量与顾客满意和顾客忠诚关系的实证研究

在实践中,中国服务业发展迅速,但营销水平有待提高,很多管理人员对营销以及服务管理的理解有限。在理论中,对感知服务质量各个维度、顾客满意和顾客忠诚之间的关系讨论很多,尚无定论。实证研究发现,是顾客满意正向影响感知服务质量各个因子,而不是相反,说明基于交易的顾客满意会影响对服务进行长期综合评价的感知服务质量。只有忠诚度一个因子影响顾客忠诚,因此企业在培养忠诚顾客上应该有所侧重。顾客满意和顾客忠诚的关系被验证并非线性关系,在线性方程模型中未能验证成功。

Empirical Studies of Relationships among Perceived Service Quality,Customer Satisfaction and Customer Loyalty

In practice,Chinese service industry has witnessed the rapid growth,but with low marketing level,and many management personnel do not have the proper understanding about marketing and service management.In theory,the relationships among perceived service quality,customer satisfaction and customer loyalty have been discussed a lot,with no final conclusion determined.Based on empirical studies,the customer satisfaction influences all factors of the perceived service quality(rather than vice versa),which denies the traditional relationship that perceived service quality exerts the impact on the customer satisfaction.There is only one factor,reliability factor,that exerts the influence on the customer loyalty,which points out what the company should concentrate on for gaining loyal customers.The relationship between customer satisfaction and customer loyalty proves not to be linear.The hypothesis of their relationship is not accepted in the structural equation.