顾客导向和员工导向对顾客满意的影响机制研究

Influence Mechanisms of Customer Orientation and EmployeeOrientation on Customer Satisfaction

本文研究顾客导向和员工导向对顾客满意的影响过程,识别两者对顾客满意影响的中介变量,构建了顾客导向和员工导向对顾客满意影响的理论模型.通过对多个国家234个企业样本的问卷调查得到以下发现:顾客导向除了对顾客满意存在直接影响之外,还通过质量管理、新产品投放效率来间接影响顾客满意;员工导向则通过员工士气、质量管理和新产品投放效率来间接影响顾客满意.此外,本文还验证了顾客满意对企业市场份额的影响,为企业以顾客满意为目标提供了依据.

The paper studies the impacts of customer orientation and employee orientation on customer satisfaction.It identifies the mediators transmitting these impacts and constructs a theoretical framework accordingly.Empirical results from a survey of 234 enterprises suggest that in addition to a direct impact,customer orientation affects customer satisfaction indirectly through quality management and new product launch efficiency.Employee orientation affects customer orientation through the mediation of employee morale,quality management and new product launch efficiency.The paper also justifies the significance of customer satisfaction by showing its impact on market share.