基于层次架构视角的产品族顾客满意驱动要素研究

The Driving Factors of Product Family Customer Satisfaction Based on Hierarchical Architecture Perspective

作为企业获取竞争优势的关键因素,顾客满意的提升成为产品族架构的核心目标。完整的产品族架构需要实现产品线、产品平台与产品特例的逐级规划。通过详细拆分产品族层次架构内容,以手机产品族为例,对产品族顾客满意的驱动要素进行了细致探讨。研究发现,卓越的产品族架构水平对于顾客满意具有积极影响,并有利于顾客忠诚度的提升。具体而言,依靠质量与成本控制,平台架构对于顾客满意的影响较大。在其他两个层面,产品特例属性与服务的定制化架构对于顾客满意的正向作用明显,而选择价值与产品推介是制约顾客消费体验的主要因素。

To gain the competitive advantage, customer satisfaction has become the core target for product family architecture. A complete architecture needs to implement the planning of product line, product platform and product instance. Through the detailed decomposition to the content of hierarchical architecture, the key driven factors to customer satisfaction have been discussed using structural equation modeling and the mobile phone family is taken as an example. The results reveal that the excellent architecture has a positive influence to enhance customer satisfaction which would facilitate the ascension of customer loyalty. In particular, platform architecture has a main influence to customer satisfaction by the control of quality and cost. The positive effect is obvious for product recommendation and attribute customized to satisfy customers, however, the option value and services customized restrict the consumption feeling of customer.