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1、Good is good, but better carries it.精益求精，善益求善。中英文顾客满意与顾客忠诚的关系研究-CustomersatisfactionwiththerelationshipbetweencustomerloyaltyresearchI.INTRODUCTIONMarketcompetitionintodaysenterpriseshavetakenplaceinthenatureofrevolutionarychange.Formanybusinesses,itisimportanttheissueisnotstatisticallysignificantma
2、rketshare,buthasanumberofloyalcustomers,thatis,theobjectivesofthecompetitivenessofenterprisesbythenumberofthepursuitofmarketshare(marketshare)tothequalityofmarketshare(loyaltythenumberofcustomers).Thenumberofcustomerloyaltydeterminesthesurvivalanddevelopmentofenterprises,butalsothefundamentalguarant
3、eeforlong-termstabilityofenterprises.Inaccordancewiththetraditionalmanagementandmarketingtheory,themodelofcustomerloyaltyandthewayisrelativelyfixed,thatis,throughtheestablishmentofcustomerloyaltycustomersatisfaction,customerloyaltythroughtheprofitandlong-termdevelopmentofenterprises.So,whatiscustome
4、rsatisfaction,whatiscustomerloyalty,therelationshipbetweenQ,inacademiatherearestilllargedifferences.Basedonthis,thisarticleisintendedtoserviceasanexample,oncustomersatisfactionandcustomerloyaltytodefinetheconcept,atthesametime,butalsotheinteractionbetweenthetwotodosomethingusefultoexplore.Second,def
5、inetherelatedconcepts1.Customerloyalty.Althoughcustomerloyaltyinmanyresearchpapershaveemergedonthedefinitionoftheconceptofcustomerloyalty,butsofar,theacademiccommunityhasnotbeentheconceptofcustomerloyaltytoaunifiedpointofview.Ibelievethattheconnotationofthedefinitionofcustomerloyaltyrequiresnotonlyt
6、odescribetheactofcustomerloyaltyfeatures(suchasrepeatpurchasebehavior),butalsostressedthattheattitudeofthecharacteristicsofcustomerloyalty,customerloyaltyfromthecustomersthattheproductofloveanddependence,ispositiveandthereiscontinuous.Therefore,themeaningofcustomerloyaltycanbefromtwoaspectsofbehavio
7、randattitudetodefine.2.Customersatisfaction.Atpresent,thedefinitionofcustomersatisfaction,therearetwomainacademicpointofview.Oneviewisfromtheperspectiveofthedefinitionofthestateofcustomersatisfaction,customersatisfactionisthatthebuyingbehaviorofcustomersafterthefeelingsoftheconsumerexperienceisaresu
8、ltgeneratedby.SuchastheHowardandSheth(1969)believethatcustomersatisfactionistheircustomerswhetherthecostsofadequatecompensationforacognitivestate;OliverandLinda(1981)believethatcustomersatisfactionisastateofmind,customersaccordingtoconsumerexpectationsformedbyexperiencewiththeconsumerexperiencefromt
9、imetotimehaveaconsistentemotionalstate;WestbrookandReilly(1983)believethatcustomersatisfactionisanemotionalresponse,thisresponseisaccompaniedbyfeelingsortheprocessatthetimeofpurchasedisplayproducts,aswellastheoverallshoppingenvironmentforconsumersarisingfromthepsychologicalimpact;Kotlerbelievesthatc
10、ustomersatisfactionisapersonmeansaproductoftheeffectsofperceivedexpectationsandcomparedhisfeelingsaftertheformationofthestate,istheeffectofperceptionandexpectationsthedifferencebetweenthefunction.Anotherviewwasthatfromtheperspectiveoftheprocessofthedefinitionofcustomersatisfaction,customersatisfacti
11、onisthataftertheevaluationofconsumerbehavior.SuchasHunt(1977)believethatcustomersatisfactionistheconsumerexperience,atleastinlinewiththeexpectationsoftheevaluationmadefromtimetotime;EngelandBlackwell(1982)believethatcustomersatisfactionisthecustomerforthepurchaseofproductsinlinewithpreviousconvictio
12、nswhenproductsmadeintheevaluationof;TseandWilton(1988)thatcustomersatisfactionisthecustomerbeforethepurchaseofproductsformedbytheexpectationsofqualityandconsumerperceptionofqualityfollowingthedifferencesbetweentheevaluation.Thesescholarsbelievethatthemeaningofcustomersatisfaction,theevaluationproces
13、sisanintegralpartofitscore.Fromtheprocesspointofviewofthedefinitionofcustomersatisfactionincludeacompleteconsumerexperience,havepointedouttheimportanceoftheprocessofcustomersatisfaction.Therefore,Iprefertheperspectivefromtheprocesstodefinecustomersatisfaction.Theauthorbelievesthatcustomersatisfactio
14、nisapositivepost-purchaseevaluation,itisfeltbycustomerstopurchaseproductswiththepreviousproductlinefromtimetotimefaithinthepositiveevaluation.3.Bound.VeronicaLiljander&ToreStrandvikinitsrelationsonthequalityofthemodelpointedout:itisboundbytheintroductionofobstacles,istomaintaincustomerrelationshipsi
15、ntheserviceprovidersapowerfulfactor.Boundbytheso-called(Bonds)isdefinedastherelationshipbetweencustomersandenterprisesonthechain,therearemanylegalorothermandatoryelements,anddonotwanttomakecustomerseventhoughtheestablishmentofrelationswiththeenterprises,butunabletoleavethebusiness.Iftheseconstraints
16、werelifted,thentheprobabilityofcustomerlossisveryhigh.Customersandserviceprovidersinbetweentherearemanyconstraints,suchaslegalconstraints,economicconstraints,technicalconstraints,geographicconstraintsandtimeconstraints,willbetherelationshipbetweenthecustomerbeanobstacletothelaunchoftheservice;otherc
17、onstraints,suchasknowledgeconstraints,socialconstraints,culturalconstraints,theconceptofrestraintandpsychologicalconstraintsandsoon,customerswillbeboundinthebusinessservicesprovided.Third,customersatisfactionandcustomerloyaltyanalysis1.Customersatisfactionwiththecontroversyovertherelationshipbetween
18、customerloyalty.Academiaforcustomersatisfactionandloyaltyhasbeentherelationshipbetweentheexistenceofcontroversy,mainlyinthefollowingviews:(1)customersatisfaction,customerloyaltydecision(RolandT.Rust&AnthonyJ.Zahorik,1993),hasapositivecorrelationbetweenthetwo.Kotlerpointedoutthatcustomerssuchasthekey
19、tomaintainingcustomersatisfactionisahighdegreeofsatisfactionwiththecustomerswillbeloyaltothecompanylonger;companymayverysatisfiedwiththelossof80%customers,40%ofcustomerssatisfiedwithsomesmall,20%hadnoopinionand10customers%generalsatisfactionwiththecustomers,butthecompanylostonly1%2%ofhighlysatisfied
20、customers.Hasket(1997)andotherscholarsoftheserviceprofitchainmodelisclearlyadirectresultofcustomersatisfaction,customerloyalty.(2)customersatisfactionandcustomerloyaltyisaweakcorrelation.Somescholars(EllenGarbarino&MarkS.Johnson,1999)thatprovidesasatisfactionscoreisonlyaneffectiveearlywarning,isnota
21、lwayssatisfiedwiththecustomerthanthecustomerisnotsatisfiedwiththepurchaseofmore,notnecessarilydissatisfiedwithcustomersthanmoreloyalty,therefore,theyconcludedthatcustomersatisfactionandcustomerloyaltyisacorrelationbetweentheweakandevenirrelevant.(3)adirectimpactoncustomersatisfaction,customerloyalty
22、(J.JosephCronin,Jr&StevenA.Taylor,1992).Oliver(1999)resultsshowthatcustomersatisfactionthroughtheindirecteffectsofvariablesotherintermediaryservicestafftoestablishpersonalrelationshipswithcustomers,establishingtieswithcustomers,customersatisfactiononcustomerloyaltywilldiminishtheimpactofsatisfaction
23、,canonlyreachacertainlevelofloyaltywillbeincreasingrapidly.ReichheldalsoconfirmedthediscoveryofOliver,thatis,customersatisfactionandcustomerloyaltywhileapositivecorrelationbetweentheexistenceof,butitisnotalinearrelationship.UnitedStates,however,Bainssurvey(1993)showthattheclaimthatsatisfactionofthec
24、ompanysproductsevensatisfiedcustomers,65%85%ofthecustomerswillturntoothercompanysproducts.Amongthem,theautoindustry85%90%ofcustomerssatisfiedwiththere-buyratioofonly30%to40%,whilefoodandbeverageindustry,thebrandconversionratioisashighas60%65%.2.CustomerSatisfactionandLoyaltyAnalysis.Fromtheperspecti
25、veoftheserviceindustry,customersatisfactionordissatisfactionwiththepsychologicalrootoftheformationofcustomerperceivedservicequality,thatis,thedecisionqualityofservicecustomersatisfaction,customersatisfaction,inparttodeterminecustomerloyalty.Intheory,thelevelofcustomerperceivedservicequalitywillleadt
26、othepsychologicalstateofthreetypesofcustomers,thatisnotsatisfied,satisfactionandpleasure.Theassumptionthatcustomerexpectationsofservicequalityasq0,actuallyreceivetheservicestobeq1,thecustomerserviceexpectationsandperceivedresults(theactualacceptanceoftheservices)arenotsatisfiedwiththeresultsofcompar
27、ison,satisfactionorpleasure.Therearetwocasescanleadtocustomersatisfaction,psychological(q1?Mindsq0).Butwhatkindofpsychologicalstatecaninfluencethecustomerstobuildcustomerloyalty,basedontheabovesimplecomparison,wehavenoconvincingconclusions.Explanationoftheseissues,wemustadoptadynamicapproach,through
28、theCustomerSatisfactionandLoyaltyAnalysisofdynamicinteractionbetweenscientificconclusionstodraw.WesetupcustomerloyaltyfortheCL(CustomerLoyalty),customersatisfactionforCS(CustomerSatisfaction),constraintsfortheR(RestrainingFactor),whileCL=Rf(CS).WhenR=0pm(Thisisanassumptionthatresearchneeds,infact,do
29、esnotexist),CL=f(CS).Itwillbecustomersatisfactionandcustomerloyaltyisdividedintotherelationshipbetweenthetwosituationstobediscussed.(1)non-bindingundertheconditionsoftherelationshipbetweencustomersatisfactionandloyalty.Boundintheabsenceoffactors,CL=f(CS),thatis,customerloyaltyisafunctionofcustomersa
30、tisfaction.Needtopayattentiontoisthatwearetalkingaboutherereferstothesatisfactionofcustomerexpectationsbeyondthesatisfaction,orpleasure.Itsleveloftoleranceshouldbeattheregionabovethedesiredlevelofservice.Onlywhenthecustomerperceivedservicequalityandsatisfactionofcustomers,customerscanre-consumption,
31、andmaintainloyalty.Thereasonisverysimple,customerperceivedservicequalityandcustomersatisfactionbetweentheso-calledsensitiveareasofpoorquality.Thelevelofcustomersatisfactionandcustomerretentionrateandrecommendtoothercustomersoftheservicesreceivedbythedegreeofcorrelationisnotalwaysstrong.Non-sensitive
32、areasintermsofquality,despitethehighlevelofcustomersatisfaction,butcustomersdonotnecessarilyaccepttheservicesagain,nortofamily,friendsorothersrecommendedbythedesiretoreceiveservices.Onlywhenaveryhighlevelofcustomersatisfaction,thephenomenonofcustomerloyaltywillbethere,goodword-of-moutheffectsalsocan
33、begenerated.Inthequality-sensitivecustomersintheregionisthelowerpartofthedestroyer,andtheupperpartistheso-calledpreacher.Therefore,inordertoenhancecustomerloyalty,customersbecomeapreacher,enterprisesmustbeverysatisfiedcustomers,ratherthansatisfiedorsatisfiedwith.Assaid:customersatisfaction,customerl
34、oyaltydoesnotmeanthat.90%ofthedeparturefromtheirpreviouscustomersaresatisfiedwiththeservicesreceived.Therefore,thesatisfactionscoresprovidedaneffectiveearlywarning,butnotalwayssatisfiedcustomersthandissatisfiedcustomerstobuymore,notnecessarilymorethantheloyalcustomersarenotsatisfiedwith.(2)underthec
35、onstraintsofcustomersatisfactionandcustomerloyaltyrelationship.Analysisoftheaboveoneaspectofcorroborationfromanotherpointofviewthefollowing:satisfactionisnotnecessarilyloyal,butnotnecessarilydissatisfiedwiththeinfidelity.Doesnotappeartocomplymaysoundreasonable,buttheproblemisnotdifficulttoexplain.Be
36、causeoftheexistenceofrestrictiveconditionsinthecases(thevastmajorityofthecase),customerloyaltydependsonthequalityofservicenotonlythelevelbutalsoontheimpactofrestrictiveconditions,thatis,CL=Rf(CS).Obviously,whenthereexistconstraints(monopoly,theconversioncost,convenience,psychologicalbarriers,etc.),c
37、ustomerloyaltyandemotionalbehaviorcannotleadtoloyalty.Inotherwords,customersatisfactionandloyaltyisaweakcorrelation,orevenatall.Herebasedonthestrengthofbindingcanbebrokendowninmanycasesthemostextremecaseistheinfinitebound,followedbystrongconstraints,themiddleandlowerboundconstraintsandsoon.Smallestu
38、ndertheconstraintstrength,customersatisfactionandcustomerloyaltyhasnothingtodobetweentheshowtoaveryweakcorrelation,etc.relatedtotheweak.Forexample,inthecompletemonopolizationoftheindustry,theboundisinfinite,eventhoughthecustomerisnotsatisfied,buttheabsenceofothersuppliersorsubstitutestochoosefrom,ev
39、enoutragedcustomershadnochoicebutloyaltotheonlymanufacturerinChinaEarlyinthetelecommunicationsandpostalnowisthebestexample.Inthisindustry,customerloyaltyandsatisfactionisirrelevant,allthecustomershaveshownloyaltytoonehundredpercent.Fourth,theconclusionsandtherevelationofmanagementThroughtheaboveanal
40、ysis,theoretically,wecandrawthefollowingconclusions:First,theconstraintsduetotheimpactofcustomersatisfactionandloyaltyistherelationshipbetweenthecorrelation,butnotstrongcorrelationbetween;second,toprovidecustomerswithhighqualityservices,doesnotmeanthatwemustprovidecustomerswiththeextraoradditionalse
41、rvices,weneedonlyoneserviceineachprocess,tothecustomerasmallsurprise,ratherthanonhowtodotheprocessofservicedeliverychangesThislittlesurprise,toimprovecustomerperceivedservicequality,toimprovingcustomerloyaltyisextremelyimportant;thethird,aserviceprovider,thefirsthigh-qualityserviceandwhatnot,itisimp
42、ortantthatInthecourseofeachserviceshouldmakecustomersfeelhappytobewiththecustomerinteractiontobuildlong-term,thisisahighcustomerretentionrateofthefundamental.Therefore,inpractice,itshouldbeconstrainedfrombothsideswhethertoincreasecustomerloyalty:1.Non-bindingundertheconditionsofcompetitionforsatisfa
43、ction.Fromtheaboveanalysisthatthefullycompetitivemarketenvironment,tocultivateandmaintaincustomerloyaltyisthekeytogreatercustomersatisfactionthancompetitors.Therefore,competitionisthesatisfactionofallthecorecompetitivenessofenterprises.Wholetthecustomersmoresatisfied,whowillbeabletowincustomerloyalt
44、y.However,inordertosavecostsandimprovecustomersatisfactioninthecompetition,itisnecessarytograsptheprincipleofproportionality.Itisnecessarytogobeyondtheslowzoneandcompetitors,butalsothepursuitofperfectioncannotbetoomuch,otherwise,canonlyincreasecosts,reduceprofits,isnotconducivetolong-termdevelopment
45、ofenterprises.Thatiswhyeventhoughmanybusinesseshaveanewgenerationoftechnologybutthereasonsforthedelayinreplacement.2.Increasingconstraintsonthesatisfactionofcustomerloyaltytoreducethesensitivity.Althoughthemarketeconomysystem,thecustomercannotkeepafalseloyaltyandlong-termdevelopmentofenterprises.How
46、ever,inacertainperiodoftime,enterprisescanstillbethroughtechnicalpatents,themonopolyofresourcesandlegalsupporttoobtainacertaindegreeofmonopolypositiontodrivecustomerloyalty,andexcessprofitsandmonopolyprofitscanbe.Ofcourse,enterpriseshavetoworkhardtoimproveservicesandimproveproductquality,inordertoav
47、oidmonopolyafterthedisappearanceofreprisalsbydissatisfiedcustomers(alargenumberofloss).Inaddition,eveninthefullycompetitivemarket,enterprisescanalsobeamembership-based,cumulativeconsumptionClubAwardSchemeandthevariousmeasurestoincreasetheswitchingcosts,raisebarrierstoconversion,customerloyaltyinorde
48、rtominimizethesensitivityofsatisfaction,toretaincustomersaslongaspossible.DownloadCenterforChinapaper顾客满意与顾客忠诚的关系研究一、引言当今企业市场竞争的性质已经发生了革命性的变化。对于许多企业来说，重要的问题并不是统计意义上的市场占有率，而是拥有多少忠诚的顾客，即企业竞争的目标由追求市场份额的数量（市场占有率）转向市场份额的质量（忠诚顾客的数量）。顾客忠诚的数量决定了企业的生存与发展，也是企业长治久安的根本保证。按照传统的管理和营销理论，建立顾客忠诚的模式和途径是相对固定的，即通过顾客满意建
49、立顾客忠诚，通过顾客忠诚获取利润并实现企业长久的发展。那么，究竟什么是顾客满意，什么是顾客忠诚，两者之问的关系如何，在学术界仍然存在着较大的分歧。基于此，本文拟以服务业为例，对顾客满意和顾客忠诚的概念做出界定，同时，也对两者之间的互动关系做一些有益的探讨。二、相关概念界定1顾客忠诚。虽然在许多顾客忠诚研究文献中出现了对顾客忠诚概念的界定，但迄今为止，学术界尚未对顾客忠诚的概念形成统一的观点。笔者认为，对顾客忠诚的内涵界定不仅要求能够描述顾客忠诚的行为特征（如重复购买行为），而且也要强调顾客忠诚的态度特征，即顾客忠诚来源于顾客对产品的喜爱和依赖，是积极的、有持续性的。因此，顾客忠诚的内涵可以分别从行为和态度两个方面进行界定。2顾客满意。目前，对顾客满意的定义，学术上有两种主要的观点。一种观点是从状态角度来定义顾客满意，认为顾客满意是顾客对购买行为的事后感受，是消费经历所产生的一种结果。如Howard和Sheth（1969）认为顾客满意是“顾客对