中国认证服务业B2B顾客满意影响机理分析

Customer Satisfaction Mechanism in B2B Context in China′s Certification Service Industry

在越来越多的顾客倾向于与企业建立稳定的合作关系情境下,影响顾客满意的因素不仅存在于交易活动中,还有可能受双方关系互动效果的影响。在以往顾客满意测评成果的基础上,本文从交易和关系两个层次构建起了工业市场情境下的顾客满意测评模型,通过对国内认证服务行业近800位认证客户的问卷调查,对该模型的有效性进行了实证检验。分析结果显示,本模型很好地阐述了工业市场中顾客满意的形成机理,此外还揭示出当前中国认证服务行业当前的发展特性。

More and more customers tend to build a stable relationship with supply firms.In the context of long-term cooperation relationship,the factors influencing customer satisfaction not only exists in the current transaction activity,but also may come from the good cooperation between the two sides.Based on previous satisfaction research,this paper puts forward a B2B customer satisfaction model.This model describes customer satisfaction from the transaction and the relationship aspects at the same time.Through a questionnaire survey on nearly 800 Chinese certification customers,the authors empirically test this model.Results show this model is valuable for understanding customer satisfaction in the industrial market.Besides,the survey also supplies some unusual information about certification industry.