东北大学学报（自然科学版）

东北大学学报:自然科学版 ›› 2016, Vol. 37 ›› Issue (11): 1664-1668.DOI: 10.12068/j.issn.1005-3026.2016.11.030

• 管理科学 • 上一篇    下一篇

顾客欣喜和顾客满意:究竟谁更能驱动顾客忠诚？

张跃先， 杨勇   

  1. (东北大学 秦皇岛分校， 辽宁 秦皇岛066004)
  • 收稿日期:2015-09-17 修回日期:2015-09-17 出版日期:2016-11-15 发布日期:2016-11-18
  • 通讯作者: 张跃先
  • 作者简介:张跃先(1978-)，女，河北承德人，东北大学秦皇岛分校副教授.
  • 基金资助:
    河北省自然科学基金资助项目(G2013501074); 河北省社会科学基金资助项目(HB15GL140)； 辽宁社会科学规划基金一般项目(L15BGL036); 河北省高等学校人文社会科学研究青年拔尖项目(BJ201607).

Customer Delight and Customer Satisfaction: Which Better Drives Customer Loyalty?

ZHANG Yue-xian， YANG Yong   

  1. Northeastern University at Qinhuangdao， Qinhuangdao 066004， China.
  • Received:2015-09-17 Revised:2015-09-17 Online:2016-11-15 Published:2016-11-18
  • Contact: ZHANG Yue-xian
  • About author:-
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摘要： 顾客欣喜和顾客满意被认为是驱动顾客忠诚的关键要素.在存在高度竞争、不确定性和高风险的网上购物情境下，考察了顾客欣喜和顾客满意对态度和行为忠诚的预测效用，检验了网上购买经验的调节作用.研究发现顾客欣喜和顾客满意一起很好地解释了行为和态度忠诚，即欣喜更易驱动行为忠诚，而满意更易驱动态度忠诚，网上购买经验调节欣喜-满意-忠诚之间的作用路径.研究结论为网上商家合理配置有限资源及如何维持高顾客忠诚提供有意义的启示.

关键词: 顾客欣喜, 顾客满意, 行为忠诚, 态度忠诚, 网上购买经验

Abstract: Delight and satisfaction are regarded as two important determinants of consumer loyalty. In the context of severe competition， great uncertainty and high risk， the predictive power of satisfaction and delight on customer loyalty was investigated， and the moderating role of online shopping experience was tested. It was found that delight and satisfaction work together to explain behavioral and attitudinal loyalty. Delight has a bigger impact on behavioral loyalty， and satisfaction exerts a bigger impact on attitudinal loyalty. Additionally， online shopping experience moderates the relationship among satisfaction， delight and loyalty. The findings can provide implications to improving customer loyalty by distributing limited resources.

Key words: customer delight, customer satisfaction, behavioral loyalty, attitudinal loyalty, online shopping experience

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