顾客欣喜和顾客满意:究竟谁更能驱动顾客忠诚?

Customer Delight and Customer Satisfaction: Which Better Drives Customer Loyalty?

顾客欣喜和顾客满意被认为是驱动顾客忠诚的关键要素.在存在高度竞争、不确定性和高风险的网上购物情境下,考察了顾客欣喜和顾客满意对态度和行为忠诚的预测效用,检验了网上购买经验的调节作用.研究发现顾客欣喜和顾客满意一起很好地解释了行为和态度忠诚,即欣喜更易驱动行为忠诚,而满意更易驱动态度忠诚,网上购买经验调节欣喜-满意-忠诚之间的作用路径.研究结论为网上商家合理配置有限资源及如何维持高顾客忠诚提供有意义的启示.

Delight and satisfaction are regarded as two important determinants of consumer loyalty. In the context of severe competition, great uncertainty and high risk, the predictive power of satisfaction and delight on customer loyalty was investigated, and the moderating role of online shopping experience was tested. It was found that delight and satisfaction work together to explain behavioral and attitudinal loyalty. Delight has a bigger impact on behavioral loyalty, and satisfaction exerts a bigger impact on attitudinal loyalty. Additionally, online shopping experience moderates the relationship among satisfaction, delight and loyalty. The findings can provide implications to improving customer loyalty by distributing limited resources. © 2016, Editorial Department of Journal of Northeastern University. All right reserved.