摘要
顾客具有异质性是市场营销领域的共识,当前的顾客满意度指数测评体系隐含了顾客具有同质性的假设。为了考察该假设对顾客满意度指数测评的科学性和公平性的影响,模拟了4种类型的顾客,并设计蒙特卡罗试验,发现在测评数据负偏时,通过目前的测评体系得出的某品牌的产品/服务顾客满意度指数将能代表该品牌真实的顾客满意程度。但是,目前顾客满意度测评中,测评数据负偏仅是一个经验特征事实,在中国存在经济差异、文化差异和城乡差异的情况下,这一经验特征事实尚有待验证。模拟研究还发现,当对异质的顾客群进行满意度测评时,如果部分测评数据出现正偏倾向,即部分顾客倾向于用低分数表达自己的满意时,顾客异质性对顾客满意度指数的科学性和公平性都将产生显著影响,此时需要对测评方法进行改进。
Customer heterogeneity is a common sense in marketing, however, customer homogeneity has been an implicit assumption in customer satisfaction index. In order to test the effects of this assumption on the scientific value and justification of customer satisfaction index, four kinds of customers were simulated. It found that the index given from customer satisfaction index system can represent the true customer satisfaction under the empirical styled facts that the heterogeneous customers evaluate their degree of satisfaction with high values in scale. However, this empirical styled facts needs to be justified in diversified China. If the empirical styled facts were flawed, the customer satisfaction index approach should be medified to keep its scientific value and justification.
出处
《管理科学》
CSSCI
北大核心
2009年第4期41-49,共9页
Journal of Management Science
基金
国家自然科学基金(70571051)~~
关键词
顾客异质性
顾客满意度指数
模拟研究
科学性
公平性
customer heterogeneity
customer satisfaction index
simulation study
scientifieity
equity
