商品成本、商品价值对消费者满意度的影响--基于归因理论视角

摘要

Based on customer satisfaction theory and attribution theory,the author builds a customer satisfaction model. An empirical study was made on ways that influence consumer satisfaction according to survey data of customers in Beijing, Shanghai,Guangzhou,Wuhan,Zhengzhou and Xi'an. Research shows that the value of goods has a positive direct impact on customer satisfaction,while cost of goods has a direct negative impact on consumer satisfaction. The value of goods and cost of goods enlarge and strengthen the impact on customer satisfaction through the positive role of intermediate variables,such as satisfaction of commodities and service quality. Analysis shows that consumers need not only desirable commodity,but also satisfactory service. Therefore,in order to win customer satisfaction,enterprises should provide good products and great service at the same time.%基于消费者满意度理论和归因理论，构建了消费者满意度模型，采用对北京、上海、广州、武汉、郑州和西安6个城市消费者的调查数据，对影响消费者满意度的路径进行了实证研究。研究表明，商品价值对消费者满意度具有正向直接影响，商品成本对消费者满意度具有负向直接影响，商品价值和商品成本又通过中间变量商品满意度和服务质量的正向中介作用进而使其对消费者满意度的影响得以放大和强化；分析表明，消费者不仅需要中意的商品，更希望得到满意的服务，企业要想赢得消费者满意，应把商品和服务同时做好。