质量、顾客满意和价格容忍度关系的实证研究

Empirical Study of Relationship of Quality and Customer Satisfaction with Price Tolerance

顾客满意已经成为新世纪企业管理理论和实践研究的热点问题。本文从顾客价格容忍度的角度研究顾客满意为企业带来的效益,并进一步比较不同品牌的产品,顾客满意对价格容忍度影响的差异。实证研究表明,顾客满意、产品质量和服务质量对价格容忍度均有显著的正向影响;品牌的服务质量越高,顾客满意对价格容忍度的影响越大。

The customer satisfaction has become the hot subject for the business management theory and its practical research in the new Century. For the perspective of customers＇ price tolerance, this paper studies the benefit customer satisfaction will create for the enterprise and takes a step further to compare the different influences of customer satisfaction on price tolerance in terms of products of different brands, the empirical study shows that customer satisfaction, product quality and service quality all play an obviously positive impact on price tolerance and the higher the service quality, the higher influence customer satisfaction will play on price tolerance.