系统的PLS方法在满意度实证研究中的应用

PLS Approaches for Demonstration of Customer Satisfaction Models

满意度模型实证研究包括系统性方法和非系统性方法。系统性方法更有效地反映因果关系的有机联系,它包括PLS和SEM两种方法。本文在用方程系统表达满意度模型的基础上,说明PLS方法的基本原理,然后对一个具体的满意度模型在SEM方法失效的情况下,运用系统的PLS方法进行实证研究。结果表明,在SEM方法无法得到实证结果的情况下,PLS给出了很有价值的结论。

The demonstration research of CS models can be done through both the systematic and the unsystematic methods. The former, which includes PLS and SEM, can effectively reflect the relationship between the models. This paper starts with using equation system to describe customer satisfaction model, explains the basic theory of PLS , and then applies PLS to do demonstration research for a concrete customer satisfaction model. In the demonstration example, the valuable results from PLS are obtained, while there is no result from SEM.