商业研究
商業研究
상업연구
Commercial Research
2007年
7期
70~74
,共null页
顾客满意 企业形象 感知质量 顾客忠诚
顧客滿意 企業形象 感知質量 顧客忠誠
고객만의 기업형상 감지질량 고객충성
customer satisfaction; company image; perceptive quality ; customer loyalty
在现有研究成果的基础上提出了一个顾客忠诚模型，并使用PLS路径方法对模型进行验证，数据采集于江苏移动的7000位消费者。研究结果表明：企业形象和顾客信任较其它因素对顾客忠诚的形成更为重要；企业形象对顾客忠诚的间接影响较大，其间接路径是企业形象→顾客期望→感知质量→感知价值→顾客满意→顾客信任→顾客忠诚；模型中6个内生隐变量R2的平均值高达0．6。综合考虑：该顾客忠诚模型的PLS路经分析结果可靠有效，对企业具有重要的管理意义。
在現有研究成果的基礎上提齣瞭一箇顧客忠誠模型，併使用PLS路徑方法對模型進行驗證，數據採集于江囌移動的7000位消費者。研究結果錶明：企業形象和顧客信任較其它因素對顧客忠誠的形成更為重要；企業形象對顧客忠誠的間接影響較大，其間接路徑是企業形象→顧客期望→感知質量→感知價值→顧客滿意→顧客信任→顧客忠誠；模型中6箇內生隱變量R2的平均值高達0．6。綜閤攷慮：該顧客忠誠模型的PLS路經分析結果可靠有效，對企業具有重要的管理意義。
재현유연구성과적기출상제출료일개고객충성모형，병사용PLS로경방법대모형진행험증，수거채집우강소이동적7000위소비자。연구결과표명：기업형상화고객신임교기타인소대고객충성적형성경위중요；기업형상대고객충성적간접영향교대，기간접로경시기업형상→고객기망→감지질량→감지개치→고객만의→고객신임→고객충성；모형중6개내생은변량R2적평균치고체0．6。종합고필：해고객충성모형적PLS로경분석결과가고유효，대기업구유중요적관리의의。
Customer loyalty model is put forward on the basis of the existing related research results, and it is validated by PLS path method, for which data is collected from 7000 consumers of Jiangsu Mobile . The findings include that company image and customer trust is more important than other factors on the formation of customer loyalty ; the indirect impact of company image on customer loyalty is relatively strong, involving an indirect path ： company image→ customer expectation→perceived quality →perceived value →customer satisfaction →eustomer trust →eustomer loyalty; the average R2 of six endogenous latent variables in the model is 0. 6. It is assumed that the estimated results of the model by PLS proves valid and reliable in guiding enterprise management.
