构成型顾客满意模型的偏最小二乘路径建模及其应用

Partial Least Square Path Modeling of the Customer Satisfaction Index Model Containing the Formative Model and It's Application

本文研究了偏最小二乘路径建模在顾客满意模型中的应用,特别是引入了构成型关系的模型。本文首先比较了构成型模型和反映型模型的区别,并详尽阐述了构成型模型的偏最小二乘建模原理,接着构建了电信企业顾客满意度指数模型,并考虑了如何在指数模型中引入构成型外部关系.利用该电信企业的数据,比较分析了构成型模型(顾客期望和质量感知潜变量调整为构成型关系)和反映型模型(所有潜变量均为反映型关系)的实证结果,研究表明在为企业提供改善顾客满意水平的信息上两种模型具有较好的相似性,但是构成型模型能够提供更加稳定的结果,从而验证了顾客满意模型中引入构成型模型的可行性.

This paper focused on the application of partial least square （PLS） path modeling of the customer satisfaction index model, especially when some outer relationship have been changed from reflective to formative ones. First, this paper compared the differences between reflective model and formative model. Then the partial least square path modeling containing the formative model has been discussed. Based on the investigation data from a telecom enterprise, the formative model and reflective model have been compared to see whether the same advice could be provided to the enterprise according to how to improve the customer satisfaction level. It showed that the formative model provided more stable advice than the inflective model.