服务质量、顾客满意与顾客行为意愿——基于我国银行业顾客的实证研究

Service Quality,Customer Satisfaction and Customer Behavioral Intentions:An Empirical Analysis Based on China's Banking Customers

以我国银行业顾客为研究对象,构建了服务质量、顾客满意与顾客行为意愿关系模型。实证分析的结果表明:技术质量、功能质量对顾客满意的积极影响显著;顾客满意及功能质量分别对重购意愿、推荐意愿的积极影响显著;技术质量对重购意愿、推荐意愿的积极影响不显著;重购意愿对推荐意愿的积极影响不显著。

Taking China＇s banking customers as the study objects, this paper constructs the relational model of service quality, customer satisfaction and customer behavioral intentions. The results of empirical analysis shows that there are significantly positive impacts of technical quality and functional quality on customer satisfaction. The positive impacts of customer satisfaction on repurchase intention and recommendation intention are also significant. The positive impacts of functional quality on repurchase intention and recommendation intention are significant. But there are no significantly positive impacts of technical quality on repurchase intention and recommendation inten- tion, the positive impact of repurchase intention on recommendation is not significant, too.