服务质量、顾客满意与顾客价值的关系剖析——基于电信产业的整合框架

Analysis of the Relationships among Service Quality,Customer Satisfaction and Customer Value

众所公认 ,服务质量、顾客满意和顾客价值已经成为任何企业竞争成败的关键因素 ,也正日益成为顾客中心时代的竞争焦点。然而 ,目前有关的研究不仅十分零散 ,而且有关研究所得出的结论也不尽相同。本文试图以相关研究所忽视的重要产业———中国电信产业为背景 ,通过对手机市场的考察 ,运用基于偏最小二乘法 (PartialLeastSquare ,PLS)的结构方程模型 (StructuralEquationModel,SEM ) ,构造出服务质量、顾客满意与顾客价值的整合框架 ,系统地剖析三者之间的因果关系 。

It has been well known that service quality, customer satisfaction and customer value are becoming the most important success factors of business competitive advantages for either manufacturers or service providers. However, it seems that many different conclusions have been made of service quality, customer satisfaction and customer value and related studies are rather fragmented, especially in the field of customer value even though it is considered increasingly the key to success in customer-centered era of today and future. In this paper, much attention has been paid to direct causal relationships among service quality, customer satisfaction and customer value with the evidence from China's mobile phone market in telecommunication industry. Then much emphasis is paid to the moderating effects of service value on the relationship between service quality and customer satisfaction. All of them are based on the development of structural equation models PLS-GRAPH package.