顾客满意与忠诚的非线性关系研究:展望理论的解释

被引：7

作者：

邹德强

赵平

李飞

机构：

[1] 清华大学经济管理学院

来源：

北京工商大学学报(社会科学版) | 2007年 / 05期

关键词：

顾客满意; 忠诚; 非线性; 展望理论; 正交多项式;

D O I：

10.16299/j.1009-6116.2007.05.017

中图分类号：

F274 [企业供销管理]; F224 [经济数学方法];

学科分类号：

1201 ; 0701 ; 070104 ;

摘要：

在营销领域,虽然顾客满意一般被视为忠诚的关键决定因素,但是将这两个概念联系起来的确切函数形式仍然是一个研究不足并且存在争议的课题。通过对三个产品类别的调查数据进行正交多项式回归分析,作者考察了顾客满意对忠诚的非线性作用。研究发现支持了S形的函数形式,即曲线在中部陡峭、两端平坦。这一发现符合展望理论的一般性预测。本研究的发现增进了顾客满意与忠诚之间非线性关系在理论基础方面的理解。

引用

页码：77 / 82

页数：6

共 7 条

[1] Do satisfied customers really pay more? A study of the relationship between customer satisfaction and willingness to pay [J].

Homburg, C ;

Koschate, N ;

Hoyer, WD .

JOURNAL OF MARKETING, 2005, 69 (02) :84-96

[2] Curvilinear effects of consumer loyalty determinants in relational exchanges [J].

Agustin, C ;

Singh, J .

JOURNAL OF MARKETING RESEARCH, 2005, 42 (01) :96-108

[3]

Reconsidering Nonlinearity and Asymmetry in Customer Satisfaction and Loyalty Models: An Empirical Study in Three Retail Service Settings[J] . Sandra Streukens,Ko de Ruyter.Marketing Letters . 2004 (2)

[4]

Customer satisfaction: A meta-analysis of the empirical evidence[J] . David M. Szymanski,David H. Henard.Journal of the Academy of Marketing Science . 2001 (1)

[5]

Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics[J] . Vikas Mittal,Wagner A. Kamakura.Journal of Marketing Research . 2001 (1)

[6] The asymmetric impact of negative and positive attribute-level performance on overall satisfaction and repurchase intentions [J].

Mittal, V ;

Ross, WT ;

Baldasare, PM .

JOURNAL OF MARKETING, 1998, 62 (01) :33-47

[7] THE ANTECEDENTS AND CONSEQUENCES OF CUSTOMER SATISFACTION FOR FIRMS [J].

ANDERSON, EW ;

SULLIVAN, MW .

MARKETING SCIENCE, 1993, 12 (02) :125-143

← 1 →