（企业管理专业论文）基于消费者视角的顾客满意与顾客公民行为关系研究.pdf

杭州电子科技大学杭州电子科技大学 学位论文原创性声明和使用授权说明学位论文原创性声明和使用授权说明 原创性声明原创性声明 本人郑重声明： 所呈交的学位论文，是本人在导师的指导下，独立进行研究工作所取得 的成果。除文中已经注明引用的内容外，本论文不含任何其他个人或集体已经发表或撰写过 的作品或成果。对本文的研究做出重要贡献的个人和集体，均已在文中以明确方式标明。 申请学位论文与资料若有不实之处，本人承担一切相关责任。 论文作者签名： 日期： 年 月 日 学位论文使用授权说明学位论文使用授权说明 本人完全了解杭州电子科技大学关于保留和使用学位论文的规定，即：研究生在校攻读 学位期间论文工作的信息产权单位属杭州电子科技大学。本人保证毕业离校后，发表论文或 使用论文工作成果时署名单位仍然为杭州电子科技大学。学校有权保留送交论文的复印件， 允许查阅和借阅论文；学校可以公布论文的全部或部分内容，可以允许采用影印、缩印或其 它复制手段保存论文。 （保密论文在解密后遵守此规定） 论文作者签名： 日期： 年 月 日 指导教师签名： 日期： 年 月 日 杭州电子科技大学硕士学位论文杭州电子科技大学硕士学位论文 基于消费者视角的顾客满意与顾客公民行为关基于消费者视角的顾客满意与顾客公民行为关 系研究系研究 研研 究究 生：生： 单 远 指导教师：指导教师： 王晓萍 教授 2012 年 12 月 dissertation submitted to hangzhou dianzi university for the degree of master a study on the relationship between customer satisfaction and customer citizenship behavior on the perspective of consumer candidate: yuan shan supervisor: prof. wang xiaoping december 2012 杭州电子科技大学硕士学位论文 i 摘 要 随着我国的城市化水平不断提高，城镇居民的消费观念、消费能力、消费行为和消费结 构等都逐渐发生了新变化，消费需求越来越呈现出个性化和多样化的发展趋势，首先，高科 技产品、时尚日用品、一般消费品等不同种类产品的购买行为都有着各自的特点，以往的顾 客满意方面的相关研究偏重于关注消费者购买时的满意程度，并未对顾客满意随时间延续发 生的变化进行研究；其次，我国国内教育水平的不断提高，以“80 后”和“90 后”为代表的 年轻的消费群体能够较快的接受新鲜事物，有着更加多样化和个性化的消费观念、消费需求 以及消费行为，与其他消费群体有着较大差异，而且他们的购买行为有着一定的特殊性，他 们对于产品和服务满意的程度直接决定了他们制定的消费决策以及后续的个人行为反应；此 外， 以苹果为代表的高科技电子消费品公司赢得顾客满意的秘诀不仅仅是他们卓越的产品， 更是由于他们向消费者提供多种多样的服务，这些服务不只包括顾客自助下载的软件服务， 还有公司零售终端直接提供给消费者的现场服务，例如，苹果零售店能在许多零售商艰难运 营时表现出众，正是因为他们能够对员工和顾客互动的方式、顾客参与服务体验的方式，甚 至于现场技术服务人员的工作用语都能进行严格的控制与规范。针对市场营销环境所出现的 这些变化，企业如何才能比竞争对手更好地理解消费者和市场的需求，如何才能研发设计出 较好的满足消费者需求的产品和服务以提升顾客满意度，如何去维持高水平的顾客满意度， 如何培养顾客公民行为以帮助企业树立良好的品牌形象并降低企业市场营销成本，这些都是 企业营销管理必须面对和解决的问题。因此，为了解决这些问题，本文认为非常有必要对顾 客满意这一核心概念以及顾客满意与顾客公民行为两者之间的关系进行深入的探讨与研究。 基于消费者的视角，本文以顾客满意为核心概念，引入了顾客持续满意的概念以考察顾 客满意随时间延续的变化情况，并从快乐适应的角度探讨了顾客满意随时间变化的原因；然 后，本文阐释了服务中顾客参与和顾客公民行为的内在涵义，对顾客参与、顾客满意和顾客 公民行为三者之间的关系进行了研究，旨在为企业的产品设计与服务管理、政府的公共政策、 消费者的购买决策提供理论参考。本文首先通过文献研究的方法，对国内外学者的研究进行 了分析与总结，使用 acsi 指数模型，借鉴已有的顾客参与和顾客公民行为量表与研究成果， 并结合本文的研究目的和实际情况，构建了本文的理论模型。其次，通过调查问卷的方式进 行数据收集，并且运用 smart pls2.0 和 spss 17.0 软件对问卷取得的数据进行了描述性统计 分析、pls 方法建模、相关分析、回归分析等，探讨了顾客满意随着时间延续的变化情况、 产品的属性与适应性之间的关系、产品的适应性与顾客持续满意度之间的关系，并研究了服 务中顾客参与、顾客满意与顾客公民行为三者之间的关系，其中，价格变动因素在产品的适 应性对顾客满意的影响中作为控制变量被纳入模型，并对相关假设进行了回归分析。通过本 文的研究，结果表明： （1）顾客满意度随着时间的延续而下降； （2）不同属性的产品具有不 同的适应性水平，互动性产品比较不易适应，情感性产品比较容易适应； （3）产品的适应性 杭州电子科技大学硕士学位论文 ii 对顾客满意度随时间延续而下降的趋势有着调节作用； （4）信息共享和人际交往对于顾客满 意有着显著的正向影响； （5）顾客满意对于顾客公民行为有着正向影响； （6）顾客满意在顾 客参与与顾客公民行为间起着部分中介作用。 关键词：顾客满意度，持续满意，快乐适应，顾客公民行为 杭州电子科技大学硕士学位论文 iii abstract with the rapid development of chinas productivity and its urbanization, the attitudes, spending power, consumer behavior and consumption structures of urban residents are changing. the trends of marketing demands are becoming much more personalized and diversified. firstly, the purchasing behavior characteristics of high-tech products, fashion necessities, general consumer goods are very different, while previous studies on customer satisfaction mainly focused on the timing when people bought products but not on how customer satisfaction would change over time; secondly, with education levels of young people improved in china become higher and higher, the post-80s and 90s generations, as the representatives of the majority of young people, who are able to accept new things very quickly, have more personalized demands, which are quite different to the other consumer groups, and their consumption behavior is also special; thirdly, the degree of their satisfaction to the products and service always directly determine their decision-making in consumption and subsequent behavior and responses; besides, the reasons why famous high-tech consumer electronics company apple can win the hearts of consumers are not only their superior products but also including a wide variety of services, such as apple provides consumers with online software download service, onsite service at apple retail stores. for example, apple stores can still have excellent performance when many other retailers have troubles in operation, just because they have carried out strictly control and specification on the interaction between staff and customer, customer participation in service experience, and even the working languages which the technical service engineer use. for these changes in the environment of marketing management, how to get better understanding than competitors do in the needs of target consumers and goal market? how to research and develop new products and services which can improve customers satisfaction? how to help target customers maintain a high level of satisfaction which also means make customers high-level satisfaction sustainable and cultivate customer citizenship behavior? these are all problems that enterprise marketing management must face and solve. therefore, in order to solve these problems, the paper argues that it is very necessary to study on the core concept of customer satisfaction and discuss the relationship between customer satisfaction and customer citizenship behavior. based on the perspective of consumers, the paper used customer satisfaction as the core concept, introduced the concept of customer sustainable satisfaction in order to study how customer satisfaction changed over time, and used hedonic adaptation theory to explain the change of customer satisfaction; then, this paper explained the inherent meaning of customer participation and customer citizenship behavior and studied the relationship among customer participation, 杭州电子科技大学硕士学位论文 iv customer satisfaction and customer citizenship behavior in order to provide a theoretical reference for the companies product design and service management, public policy-making of government, consumer purchasing decisions. firstly, by the method of literature research, this paper analyzed and summarized relative research of scholars at home and abroad. then, this paper constructed a theoretical model by using the acsi index model and drawing on existing scale research of customer participation and customer citizenship behavior with the purpose of this paper and actual situations combined. secondly, data which has been collected from the way of questionnaire was processed with data descriptive statistical analysis, the pls modeling methods, correlation analysis, regression analysis by the software of smart pls2.0 and spss 17.0 to explore how customer satisfaction changed over time, the relationship between product attributes and adaptability, adaptability and customer sustainable satisfaction， and relationship among customer participation, satisfaction and customer citizenship behavior. besides, when the relationship between product adaptability and customer citizenship behavior was discussed, the factor of price changes has be taken as a controlled variable into the model. at the same time, the relative has examined by regression analysis. according to the study in this paper, the results showed that: (1) customer satisfaction would go down with time passing by; (2) the products with different main attribute have different levels of adaptability. this paper has made investigations on three kinds of consumer goods which are smart phone, brand clothing and bicycle. besides, these products have been classified by their main attributes. smart phone belongs to interactive product for its attribute of interactivity. brand clothing belongs to affective product for its attribute of affect. bicycle belongs to utilitarian product for its attribute of utility. by analyzing data received from the questionnaire returned from the respondents, this paper has revealed that products with different main attributes have different levels of adaptability. (3) the adaptability of product has a regulatory role on the trend that customer sustainable satisfaction will go down with time passing by. although we have got the conclusion that customer satisfaction of these goods will go down with time passing by, the customer satisfaction of interactive goods such as smart phone and digital camera, bringing feelings of happiness to customers which is difficult to adapt for them, dont decline obviously after controlling the factor of price changes. in contrast, the satisfaction of affective goods would decline obviously with time passing by for they are less difficult for people to adapt, such as brand clothing and luxury watch. customer satisfaction of utilitarian goods, such as household appliances and bicycles, turn out to be relatively stable because these goods dont provide distinct emotional stimulation. (4) information sharing and interpersonal interaction have a significant positive impact on customer satisfaction; (5) customer satisfaction has a positive impact on customer citizenship behavior; (6) customer satisfaction has a partial regulating effect on the relationship between customer participation and customer citizenship behavior. 杭州电子科技大学硕士学位论文 v keywords: customer satisfaction, sustainable satisfaction, hedonic adaptation, customer citizenship behavior 杭州电子科技大学硕士学位论文 vi 目 录 摘 要 . i abstract . iii 目 录 . vi 1 绪论 . 1 1.1 研究背景. 1 1.2 研究目的及意义 . 2 1.2.1 研究目的 . 2 1.2.2 研究意义 . 2 1.3 研究方法. 3 1.4 主要内容及论文框架 . 4 2 文献综述 . 5 2.1 顾客满意度研究综述 . 5 2.1.1 顾客满意度的概念及内涵 . 5 2.1.2 顾客满意度的主要理论基础 . 8 2.1.3 顾客满意度指数模型 . 12 2.2 快乐适应理论 . 15 2.2.1 快乐适应的定义 . 15 2.2.2 相关理论研究 . 16 2.2.3 快乐适应与产品分类 . 18 2.3 顾客参与相关文献综述 . 18 2.3.1 顾客参与概念界定. 18 2.3.2 顾客参与的划分 . 19 2.4 顾客公民行为研究综述 . 20 2.4.1 顾客公民行为的定义 . 20 2.4.2 顾客公民行为的划分 . 20 2.4.3 顾客公民行为的研究意义 . 21 2.5 顾客参与、顾客满意与顾客公民行为三者关系综述 . 22 3 研究模型与研究假设 . 24 3.1 概念界定与维度构成 . 24 3.1.1 顾客参与的概念界定与维度构成 . 24 3.1.2 顾客满意的概念界定 . 24 3.1.3 产品属性与产品的适应性 . 24 3.1.4 顾客公民行为的概念界定与维度构成 . 25 3.2 理论模型. 26 3.3 研究假设. 26 3.3.1 关于时间因素与顾客满意度的假设 . 26 3.3.2 关于产品的属性与适应性的假设 . 26 3.3.3