商业领域顾客满意及未来行为意向的影响因素研究

被引：7

作者：

朱华伟

涂荣庭

机构：

[1] 北京大学光华管理学院

[2] 北京大学光华管理学院北京

来源：

中国工业经济 | 2008年 / 04期

关键词：

购物导向; 购物价值; 顾客满意; 未来行为意向;

D O I：

10.19581/j.cnki.ciejournal.2008.04.011

中图分类号：

F272 [企业计划与经营决策];

学科分类号：

1201 ;

摘要：

顾客去商场的购物导向趋向多元化方向发展:有的顾客到商场主要是进行购买(购买导向),而有的顾客却主要是为了获得体验(体验导向)。针对顾客的特点,商场应该同时提供商品价值和体验价值以满足不同顾客的不同需求。在理解具有不同购物导向的顾客特征和所追求价值的基础上,本文研究管理者应该如何设计与管理各种商场因素同时提供商品价值与体验价值,以吸引和满足具有不同购物导向的顾客,以及不同购物导向如何影响顾客对商场的满意度和忠诚度。

引用

页码：92 / 101

页数：10

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