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消费情感对顾客满意影响的研究

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摘要 顾客满意影响顾客购买后的态度和行为,是营销领域一直关注的问题。最近的研究指出,顾客满意不仅包含认知成分,而且还包含着情感因素,是认知和情感因素的混合体。本文通过对消费情感及顾客满意相关文献的梳理,提出了消费情感对顾客满意的重要影响及其影响方式,最后指出了未来的研究方向及其现实意义。相信本文对理论研究和实践工作都有很大的指导意义。
作者 高付平
机构地区 南京大学商学院
出处 《市场周刊》 2006年第12期201-202,200,共3页 Market Weekly
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