科研管理

科研管理 ›› 2010, Vol. 31 ›› Issue (2): 185-192 .

• 论文 • 上一篇    

移动服务满意度与忠诚度实证研究

邓朝华，张金隆，鲁耀斌   


  1. （华中科技大学管理学院，湖北 武汉430074）
  • 收稿日期:2008-10-31 修回日期:2009-03-09 出版日期:2010-03-22 发布日期:2010-03-22

An empirical study on the customer satisfaction and loyalty degree for the mobile services

Deng Zhaohua, Zhang Jinlong, Lu Yaobin   


  1. (School of management, Huazhong University of Science and Technology, Wuhan 430074, China)
  • Received:2008-10-31 Revised:2009-03-09 Online:2010-03-22 Published:2010-03-22

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摘要： 摘要：移动即时通讯服务的竞争越来越激烈，各商家都在积极降低门槛吸引用户。用户使用后是否会对移动服务满意并保持忠诚是服务商面临的重要问题。实证研究了信任、服务质量感知的价值对用户满意度的影响以及用户满意度、信任和转移成本对用户忠诚的影响。通过对541名移动即时通讯服务用户的进行调查获得数据，进行实证分析后，结果显示，信任、服务质量、功能价值和情感价值对满意度有显著的影响，而满意度、信任和转移成本显著影响用户忠诚度。

关键词: 移动服务, 信任, 服务质量, 感知价值, 转移成本, 满意度, 忠诚度

Abstract: Abstract: The competition among mobile instant message service providers is getting crucial, and service providers actively cut down the threshold to attract customers. Whether or not users are satisfied with the services and remain loyalty to the service providers are important issues for the mobile service providers. The impact of trust, service quality perception value on customer satisfaction degree, and the impact of trust, customer satisfaction degree, and switching costs on customer loyalty are empirically exptored. By using survey data collected from 541 users, the results indicate that trust, service quality, functional value, and emotional value significantly affect the customer satisfaction. Moreover, customer satisfaction degree, trust, and switching cost have the significant influences on the customer loyalty.

Key words: mobile service, trust, service quality, customer perception value, switching cost, satisfaction, loyalty

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