汽车服务业服务质量、顾客满意度与顾客忠诚度的实证分析

The Empirical Study on Relationship between Service Quality,Customer Satisfaction and Customer Loyalty in Automobile Service Industry

为了探讨汽车服务行业服务质量、顾客满意度与顾客认知、情感、意向、行为等四类忠诚度之间的关系,我们对广东省7家汽车4S店进行实证调查,结果发现:服务质量对顾客的认知、情感和意向忠诚度有直接的影响;顾客满意度对顾客四类忠诚度都有直接的影响,且顾客满意度对态度忠诚的影响大于其对行为忠诚的影响;在顾客四类忠诚度中,对顾客行为忠诚有直接影响的是认知忠诚和意向忠诚,其中意向忠诚的影响程度较大。

We have done an empirical study in seven automobi!.e franchise houses in Guangdong to investigate the relationship among service quality, customer satisfaction, and the four components of customer loyalty. The results of data analysis show that service quality has direct impacts on customer cognitive loyahy, customer affective loyalty and customer conative loyalty; customer satisfaction has direet impacts on the four components of customer loyalty, and customer satisfaction has more influence on customer attitude loyahy than on behavioral loyalty ; customer cognitive loyalty and customer conative loyalty, among the four components of customer loyalty, can affect directly customer action loyalty, and customer conative loyalty has more influence than customer cognitive loyalty has.