本研究回顾了定义和重要性,理论模型,实证研究结果与客户满意度,指出现有的客户满意度的研究存在的局限性,从而为未来的研究提出了方向。
学者们从不同的角度提出了各种关于顾客满意度的理解和认识。在学术界,有两种类型的视图定义客户满意点。男士和雷蒙德总结出一个观点认为顾客满意是顾客对购买行为后的感觉之后,这是一个从消费体验产生的结果。霍华德和Sheth认为顾客满意是顾客的一种认知状态是否得到足够的补偿,艾哈迈德认为,顾客满意是一种情绪状态出现时,消费者的期望形成根据消费经验和消费体验的一致性。另一种观点认为,顾客满意度是整个或之后的消费过程中对消费者的行为的评价。基思认为,客户的满意是从经验和评价而产生的过程。威斯布鲁克和蕾莉进一步表明,顾客满意是一种情感反应伴随或在采购过程中产生的观点,它是通过影响产品制造的显示器,整体的购物环境,对消费者心理的产品和服务质量的因素。Yeh和Sung表示,考虑到顾客满意的内涵、评价过程的核心部分,它们是从过程的角度来定义顾客满意。
Table of Contents
1.0 Definition of customer satisfaction 3
2.0 Importance of customer satisfaction 4
3.0 Customer satisfaction measurement theory model 5
3.1 Expectation and perception gap model 5
3.2 Equity theory model 5
3.3 Attribution theory 5
3.4 Emotion theory 6
4.0 Factors affecting customer satisfaction and hotel countermeasures 6
5.0 Empirical study on customer satisfaction in hospitality industry 7
6.0 Critical analysis 9
7.0 Conclusion 9
References 11
1.0 Definition of customer satisfaction 顾客满意度的定义
This study reviews definition and importance, theoretical models, empirical research results related to customer satisfaction to note the limitations existing in current researches on customer satisfaction, thus bringing forward directions for future researches.
Assaf and Magnini observed that scholars are from different angles to bring forward a variety of understanding and awareness about customer satisfaction. In academia, there are two types of point of view defining customer satisfaction (2012, pp. 625). Homme and Raymond summarized that one view is that customer satisfaction is customers’ post-feeling towards purchase behavior afterwards, which is a result generated from consumption experience (2013, pp. 120). As Howard and Sheth defined that customer satisfaction is customers’ a kind of cognitive state for whether they obtain a sufficient compensation for what they pay (1969, pp. 318). Omar, Ariffin, and Ahmad argued that customer satisfaction is an emotional state emerged when consumer expectations formed according to consumption experiences are consistent with consumption experience (2016, pp. 390). The other view is that customer satisfaction is the evaluation throughout or after the process of consumption towards consumer behavior. As Keith posited, customer satisfaction is a process arising from experience and assessment (1977, pp.21). Westbrook and Reilly further showed the views that customer satisfaction is an emotional reaction accompanied by or produced in purchase process, it is produced by affecting by product display, overall shopping environment, product and service quality factors on consumers’ psychology (1983, pp. 260). Deng, Yeh and Sung indicated that considering connotation of customer satisfaction, evaluation process is the core part, they are from the perspective of process to define customer satisfaction (2013, pp. 138).
Jiang and Zhang proposed that the first point refers to post-evaluation of customers towards specific purchase behavior, the second view refers to a thorough evaluation of customers carrying out based on the overall purchase and consumption experience (2016, pp. 86). Since the latter takes into account all purchase and consumption experience of customers in consumption process, so it is more basic, more effective definition (Homme & Raymond, 2013, pp. 125). In this study, it tends to define custo
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