| 零售企业公开信息对顾客感知-满意-忠诚关系的影响 |
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| 引用本文： | 熊曙初,罗毅辉.零售企业公开信息对顾客感知-满意-忠诚关系的影响[J].中国软科学,2008(6):99-108. |
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| 作者姓名： | 熊曙初 罗毅辉 |
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| 作者单位： | 湖南商学院,信息学院,湖南,长沙,410205 |
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| 摘 要： | 本文旨在研究企业公开信息是否及怎样作用于信息社会信息管理的机制。构建以公开信息为自变量,以顾客预期、感知为中介变量,以顾客满意和忠诚为因变量的结构方程模型,并以长、株、潭零售业的数据进行实证研究,揭示其影响关系。结果表明:公开信息会显著影响顾客的消费过程、消费结果和未来行为倾向;公开信息对顾客感知-满意-忠诚关系的影响具有不同的效应。提出了企业应重视和明晰披露信息等策略,从而提高管理效率和竞争能力。
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| 关 键 词： | 公开信息 顾客感知 满意 忠诚 结构方程模型 |
The Effects of Retail Business' Open Information on Customers' Perception - Satisfaction - loyalty |
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| XIONG Shu-chu,LUO Yi-hui.The Effects of Retail Business' Open Information on Customers' Perception - Satisfaction - loyalty[J].China Soft Science,2008(6):99-108. |
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| Authors: | XIONG Shu-chu LUO Yi-hui |
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| Abstract: | This paper explores the mechanism of information management whether and how the public information of enterprise acts on the information society.And then,the structural equation model is built which implies public information as an independent variable,the customer's expectation and perception as mediate variables,the customer satisfaction and loyalty as dependent variables.And the relationship between them is revealed based on survey data of the large-and-middle scale retail business from the region of Changsha,Zhuzhou and Xiangtan.Experimental results support that the enterprise public information not only significantly influences the customer's process of consumption,result of consumption and behavioral inclination of future,but also has different effects on the customer's perception-satisfaction-loyalty.Therefore,the enterprise should concern public information and establish distinct policy for it to improve the efficiency of management and competitive power. |
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| Keywords: | public information customer perceived satisfy loyalty structural equation model(SEM) |
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