服务企业顾客满意度与再购买倾向的模型研究——以四星级酒店为例

Study on the Model of Customers' Satisfaction and Re-purchase Intention in Service Sector——Taking Four Star-rated Hotels as An Example

文章以四星级酒店为研究对象,通过对顾客满意度与再购买倾向的相关性研究,构建相关结构模型,并提出假设,运用因子分析方法验证假设,从而明确模型要素之间的关系。结果表明,顾客满意度、感知价值、转移成本对再购买倾向具有显著正面影响,购买间隔不能显著预测顾客的再购买倾向。感知价值对顾客满意度有显著预测作用,而顾客满意度又能直接影响转移成本。此项研究可以为该行业提升再购买倾向提供具体的营销参考依据。

The paper, with four star-rated hotels as study object, tries to build relevant structural model and offer hypothesis through related study of customers＇ satisfaction and re-purehase intention, making elear the relationship between model elements by applying the method of factor analysis to test hypothesis. The results indicate that eustomers＇ satisfaction, perceived value, shift eost exert significant positive impact on re-purchase intention. Purchase interval cannot sigmificantly prediet repurchase intention. Perceived value can significantly predict customers ＇ satisfaction, while customers ＇ satisfaetion can directly affect shift cost. This study can provide some referential basis for marketing in upgrading re-purehase intention.