The Study on Customer Satisfaction Assessment in Service Industry

【摘要 (中文/英文)】 客户满意对于一个想谋求长期发展的企业来讲是一个不可或缺的重要因素。特别是对服务企业而言,如何以卓越的服务赢得客户群体的忠诚,进而使其成为企业自身的竞争优势,是保障企业可持续发展的重大战略举措。然而,当企业付出了巨大的努力之后,其所提供的服务(或产品)是否真正能够博得客户的满意只有依赖对客户满意度与忠诚度的科学测量才能得到。因此,本文对服务业客户满意度评价方法与理论进行了深入探讨。 本文针对描述客户满意度与其影响因素间关系模型所面临的潜变量影响,结合偏最小二乘法与结构方程模型各自的特点,提出了基于PLS的结构方程模型应用在服务行业的问题;以系统思想为指导,构造了以客户满意度为内生潜变量,以客户期望、感知质量与感知价值为外生潜变量的技术工程服务行业客户满意度模型。 在实证研究中,以PLS—结构方程原理为支撑,采用递归迭代方法对应用模型进行了详尽的拟合分析与统计检验。并结合通径系数与因子负荷系数的具体情况,深刻分析出影响服务行业客户满意度的主要因素以及因素特征,实证模型的客观性充分说明了本文所应用的PLS—结构方程的先进性与有效性。

Customer satisfaction is an indispensable important factor for an enterprise which would like to pursue long-term development. In particular speaking of the service enterprise, how to win the loyalty of customer community by the remarkable service, and then cause it to become the enterprise which owns competitive advantage is the significant strategic action that can safeguard the enterprise sustainable development. However, after the enterprise has paid greatly diligently, if the service (or product) provided by it can win the customer satisfaction truly only then to rely on to the scientific measurement of customer satisfaction and loyalty degree can obtain. Therefore, this paper has carry on the thorough discussion on evaluate method and theory of customer satisfaction on service industry. In view of describing latent variables influence which are faced to the model of relationship between customer satisfaction degree and its influence factors, integrating the respective characteristic of partial least squares method and the structure equation model, this paper proposed the question that the structure equation model application in service industry which is based on PLS method; take the system thinking as the instruction, construct the model of customer satisfaction in the technical project service industry which take the customer satisfaction degree as endogenous latent variables, and take the customer expected, the sensation quality and the sensation value as exogenous latent variable. In the demonstration research, base on the PLS- structure equation principle, used the recursion iteration method to carry on the exhaustive fitting analysis and the statistical test using the model. And unifies the special details of path coefficient and factor load coefficient, profoundly analyzed the primary factor as well as the factor characteristic which influence customer satisfaction degree in service industry, the objectivity of demonstration model explained fully that the advantage and validity of PLS- structure equation which is applied by this paper.

【关键词 (中文/英文)】 服务行业; 客户满意; 偏最小二乘法; 结构方程

Service Industry; Customer Satisfaction; Partial Least Square; Structure Equation