英国dissertation范文:客户满意度模型的建立 [14]
论文作者:英语论文论文属性:硕士毕业论文 dissertation登出时间:2014-09-09编辑:zcm84984点击率:24362
论文字数:10068论文编号:org201409082125094518语种:英语 English地区:英国价格:免费论文
关键词:客户满意度模型建立银行客户留学生banking essay
摘要:本文是一篇留学生银行学论文,旨在分析银行的客户满意度,作者根据银行的客户满意度建立了一个分析模型,这个看似简单的问题,却很难回答,是一篇十分具有参考价值的论文。
man, 1992).
Number of times we seek out to change our hairdresser, accountant or doctor. Our aim is to create an emotional connection with them; transference, however, becomes evident only when they fail to live up to their promise. According to Berry et al. (1990), breaking the service promise is the single most important way in which service companies fails their customers.
Christopher et al. (1991) express the view that there has been a change in the focus of marketing: transactional marketing emphasizes the individual sale, whereas relationship marketing is designed to et ect a long-term, on-going relationship. Gronroos (1990b) argues that developing and maintaining long-term relationships is of paramount importance to a ? rm's competitiveness.
Customer value is frequently referred to, but there is little or no common agreement, or mutual understanding about the concept (Woodruff 1997; Saliba & Fisher 2000; Sweeney & Soutar 2001). In several definitions, perceived value is described as a correlation between benefits and costs (Sinha & DeSarbo 1998; Saliba & Fisher 2000; Johnson & Weinstein 2004; Holbrook 2006).
According to Kano's theory of attractive quality (2001), success cannot be gained only by listening to what customers say. What needs to be gained is a deeper under-standing of the customers' latent needs. He has described the factors that influence customer purchase decisions as a model with three main factors: basic (must-be), performance (more is better or one-dimensional) and delight (excitement or attractive). Additional factors are ‘indifferent' and ‘reverse', but these add relatively little to this context. The basic factor must be met; otherwise the customer will react with disappointment or disgust. If all basic factors are met, the customer reaction is neutral.
Research generally supports the claim that word of mouth is more influential on behavior than other marketer-controlled sources. Indeed, it has been observed that WOM can be more influential than neutral print sources such as which and Consumer Reports (Herr et al., 1991).
Sheth (1971) concluded that WOM was more important than advertising in raising awareness of an innovation and in securing the decision to try the product. Day (1971) inferred that this was due to source reliability and the flexibility of interpersonal communication. He computed that WOM was nine times as effective as advertising at converting unfavorable or neutral predispositions into positive attitudes. Mangold's (1987) review of the impact of WOM in the professional services context concluded that WOM has a more emphatic influence on the purchasing decision than other sources of influence. This is perhaps because personal sources are viewed as more trustworthy (Murray, 1991). In the industrial purchasing context, WOM influences expectations and perceptions during the information search phase of the buying process and influences attitude during the pre-choice evaluation of alternative service providers (Lynn, 1987; Stock and Zinsner, 1987; Woodside et al., 1992). The influence of WOM on expectations has been reported by Webster (1991) and Zeithaml et al. (1993).
WOM can influence decisions either positively (Engel et al., 1969; Richins, 1983) or negatively (Tybout et al., 1981; Bolfing, 1989). It does appear that negative WOM has a more powerful impact than positive
本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。