顾客累积满意度的测量——基于动态顾客期望的解析模型

The Measurement of Cumulative Satisfaction:An Analytical Model based on Dynamic Customer Expectation

顾客的累积满意度是反映持续型服务产品绩效的重要指标。由于累积顾客满意是顾客各期感知的叠加,会涉及不同时段的顾客期望,因此,充分考虑期望的动态性是对它进行有效测量的关键。本研究以动态的顾客期望为基础,建立了一个测量累积满意度的解析模型。该模型将"期望差距范式"和"后悔/得意结构"相结合,并充分考虑了"适应性"和"社会比较"对顾客期望的动态性所造成的影响。本研究还将该模型运用于企业促销资源的优化分配。优化结果表明,整体符合脉冲式递增分布,并增大首期投入的资源配置方案可以使顾客在一定时期内的累积满意度达到最大。该结论与行为经济理论的一致性证明了本模型的良好效度。

Customer cumulative satisfaction is a crucial indicator of performance in the industry of continuously provided service.Since this kind of satisfaction is an overall evaluation based on the total experience from service purchase and consumption over time,that involves expectations in different period,the measurement of satisfaction should take into account the changes of expectation and the impact of prior factors.However,extant measurement model rarely considers dynamic development of customer satisfaction.So this re-search establishes an analytical model based on dynamic customer expectation through integrating ＂Expectation Disconfirmation Paradigm＂ and ＂Regret/Elation Construct＂.This model can measure more effectively the cumulative satisfaction of customers.Extant studies indicate that consumption experience would modify prior expectation to new level by an adaptation mechanism.In addition,some scholars emphasized that social comparison between focal service company and competitors has important influence to the formation of the customers’ current expectation.Consequently,the cumulative satisfaction measurement model in this study both considers the influence of customer adaptation and social comparison on the dynamicity of customer expectation.In particular,this model measures customer satisfaction through three types of utilities,that is,perceived current performance,disappointment,and regret,respectively.The utility of disappointment reflects the difference between perceived performance of focal service firm and current expectation,whereas the utility of regret refers to the difference of perceived performance between focal service firm’s and forgone alternative firm’s.Furthermore,This model specifies current expectation by considering the influence of prior exposure to competitive service and customer’s adaptation level,and the latter dependents on prior expectation and prior experience.At the final section of this paper,we further discuss an application of this model through optimizing the distribution of promotional resource.The result indicates that the projects,which accord with incremental and pulsed distribution,can maximize customer cumulative satisfaction in a given period.The consistency between optimal projects and the theory of behavioral economics demonstrates the validity of this model.