企业公开信息对顾客预期-感知-满意的影响研究

An Empirical Research of the Impact of Enterprise Public Information on the Customers Expectation-Perceived-Satisfied

构建了以公开信息为自变量,以顾客预期、感知为中介变量,以顾客满意为因变量的结构方程模型,并以长、株、潭零售业的数据为实证研究,揭示其影响关系。结果表明:公开信息对顾客预期-感知-满意的影响具有不同的效应,对顾客预期的影响比较大,对顾客感知的影响甚微,企业公开信息的质量有待提高。提出了企业在关注影响驱动因素时,应重视和明晰公开信息策略,建立以顾客为导向的信息披露机制,从而提高顾客满意度和企业竞争能力。

This paper constructs the structural equation model is built which implies public information as an independent variable, the customer＇s expectation and perception as mediate variables, the customer satisfaction as dependent variables to explores the mechanism of information management. It shows that the enterprise public information has different effects to the customer＇s expectation - perception - satisfaction, greater effect to the expectation, and a little to the perception, but also the quality of enterprises public information remains to improve. As a result, the paper presents that the enterprise should pay attention to public information and establishes distinct policy for it, at the same time concern influencing the factor. More over, by building the information releasing mechanism with customer as the direction and intensifying the information management, the customer satisfaction index and enterprise competitive power is improved.