顾客满意与顾客忠诚之间关系的实证研究

Does consumer satisfaction really matter? An examination of its impact on consumer loyalty

顾客忠诚日益受到企业的追逐.在传统的营销学教科书中,培育顾客忠诚的最有效手段是让顾客满意,许多顾客忠诚计划都是以顾客满意为中心而设计的.然而,实务界所得出的结论却并非如此,顾客满意并不必然给企业带来相应的顾客忠诚.因此,需要重新审视这两者之间的关系.作者采用实证研究方法,首先从理论上鉴定了顾客满意和顾客忠诚的本质,并区分了不同的满意程度和忠诚类型.然后,研究了这两者之间的对应关系.结果认为,顾客满意是顾客忠诚的必要条件而不是充分条件,随着满意程度的提高,顾客会更加趋向于忠诚,但并非线性关系.根据研究的结论,企业制定顾客忠诚计划时,首先,对于不同忠诚类型的顾客,应该采取不同的策略;其次,企业应该致力于"让顾客非常满意",而非简单地追求"顾客满意";最后,除了提高顾客满意度外,企业还应该为顾客创造其他条件,才能获得真正的顾客忠诚.

Many finns are now pursuing consumer loyalty, which is being fostered by satisfying their consumers in classical marketing textbooks, and many loyalty programs are designed with the basis of improving consumer satisfaction. However, evidence shows that satisfaction would not necessarily lead to loyalty. Hence the relationship between these two variables needs an empirical examination. The authors first explore the nature of satisfaction and loyalty theoretically, and classify them into different satisfaction levels and loyalty categories, after that the relationship between them is investigated using corresponding analysis. The results show that satisfaction is a precondition of loyalty, but there is not a linear nature between them. Implications are made for finns developing loyalty programs： first, they should distinguish between different kinds of loyalty and take different strategies. Second, they should pursue ＂highly satisfied customers＂ instead of ＂only satisfied customers＂. Third, finns also should provide other facilities to loyalty consumers after satisfying them.