PLS路径模型在顾客满意度相关性中的应用——基于中国零售企业的研究

Customer Satisfaction Relativity of Multinational Retail Enterprises Based on PLS Path Modeling

在阐述顾客满意度及其指数涵义的基础上,介绍了PLS路径模型;然后对跨国零售企业顾客满意度指标进行分析,应用前述模型对跨国零售企业顾客满意度进行相关性分析;最后以跨国零售企业W为例进行实证分析,并提出发展中国零售业的建议。

First,This paper clarifies the definition of customer satisfaction and introduces PLS path model,then analyzes indexs of customer satisfaction of multinational retail enterprises.Then PLS path method will be applied in evaluating the customer satisfaction relativity.Finally the data will be processed with W entreprise as an example.Moreover this paper will give recommendations to Chinesse retail enterprises.