CAJ | 학술논문

针对消费者行为研究中，对顾客满意／不满意构念存在单维／双维的讨论，顾客满意度测量常常会得到左偏甚至严重左偏的结果，通过设计量表、收集数据、信度和效度检验以及结构方程模型分析等进行了充分讨论。研究发现：①把顾客满意和不满意当作同一维度的2个极端符合实际情况；②通过适当的量表设计可在一定程度上避免测量结果左偏，以及顾客满意和不满意测量之间存在非对称性。此外，对可靠并有效测量顾客满意度的方法提出改进建议；讨论了研究的实际意义和局限性。
침대소비자행위연구중，대고객만의／불만의구념존재단유／쌍유적토론，고객만의도측량상상회득도좌편심지엄중좌편적결과，통과설계량표、수집수거、신도화효도검험이급결구방정모형분석등진행료충분토론。연구발현：①파고객만의화불만의당작동일유도적2개겁단부합실제정황；②통과괄당적량표설계가재일정정도상피면측량결과좌편，이급고객만의화불만의측량지간존재비대칭성。차외，대가고병유효측량고객만의도적방법제출개진건의；토론료연구적실제의의화국한성。
There are unsettled disputes in the dimensionality of consumer satisfaction/dissatisfaction and the issues evolving around the often-skewed satisfaction scores. An in-depth examination and discussion on the problems faced were done by defining and using of the satisfaction construct, scale design, data collection, reliability and validity testing. The theories proposed were empirically validated. Results showe that （1） it has yielded a better explaining power when satisfaction/dissatisfaction construct treated as a unidimensional construct; （2） the nissues about the asymmetrical distributions of the responses can be resolved when the scale is properly designed. The reliability and validity of the measurements can be improved by correctly adopting a combination of positive- and negativewording items. Implications and limitations of the research are also discussed.