顾客满意度与顾客忠诚度在造纸行业中的关系研究

Research on Relationship between Customer Satisfaction and Customer Loyalty in Papermaking Industry

研究产品和服务质量、顾客满意度与顾客忠诚度三者之间的关系,并构建相关结构模型。以黑龙江省某造纸公司的产品为研究对象,通过收集满意度调查问卷,运用因子分析方法来验证上述命题假设。结果表明:产品质量和服务质量对顾客满意度有积极影响,顾客对产品的质量要求要高于服务质量。顾客的感知价值更多来源于产品质量。而顾客满意度又是影响顾客忠诚度的重要指标,为提高顾客保留率、提升钱包份额起了非常重要的作用。研究结果为提高顾客满意度和忠诚提供理论依据,并帮助企业明确市场定位,对今后的发展做出明智和准确的决策。

The link among product and service quality,customer satisfaction and customer loyalty was researched and the correlative structure model was established.Then the product of a papermaking company in Heilongjiang Province was analysed to verify above-mentioned proposition with factor analysis method based on the survey of customer satisfaction.The result indicated that product quality and service quality had positive influence on customer satisfaction.Meanwhile,customers had higher requirements with product quality than service quality and product quality brought more perceived value to customers.Customer satisfaction degree was a significant index effecting customer loyalty,which played a important role in raising customer retention and enhancing share of wallet.The findings provided theoretical basis of improving customer satisfaction and loyalty,and helped the enterprise to confirm its market localization so that it could make sensible and accurate decision in the future.