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首页> 外文期刊>Journal Relationship Marketing >Customer Perception, Customer Satisfaction, and Customer Loyalty Within Chinese Securities Business: Towards a Mediation Model for Predicting Customer Behavior
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Customer Perception, Customer Satisfaction, and Customer Loyalty Within Chinese Securities Business: Towards a Mediation Model for Predicting Customer Behavior

机译：中国证券业的客户知觉，客户满意度和客户忠诚度：预测客户行为的中介模型

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摘要

This study proposes a mediation model that links customer perceived service value to customer loyalty via customer satisfaction. Psychometrically sound measures were selected and a survey was undertaken among 1,200 customers of a Chinese Securities firm with a response rate of 41%. Results show that customer satisfaction does play a mediating role upon the relationship between customer perceived service value and customer loyalty. Our study suggests that customer perceived service quality has a significant effect upon customer satisfaction; customer perception of relational benefits has a positive impact upon customer satisfaction, with trust being the most important indicator; customer satisfaction is positively related with loyalty in terms of positive word of mouth, willingness to pay more and to stay with the business. Moreover, the results indicate that the five dimensions as distinguished in SERVQUAL (Parasuraman et al., 1988) are compressed within two dimensions-IT provision and service attitude. Our outcomes suggest that managers should initiate senice policies aimed at securing improvement in customer satisfaction.
机译：这项研究提出了一个中介模型，该模型通过客户满意度将客户感知的服务价值与客户忠诚度联系起来。选择了心理上合理的措施，并对一家中国证券公司的1,200名客户进行了调查，答复率为41％。结果表明，客户满意度确实在客户感知的服务价值和客户忠诚度之间的关系上起着中介作用。我们的研究表明，客户感知的服务质量对客户满意度有重要影响。客户对关系收益的感知对客户满意度有积极影响，信任是最重要的指标；客户的满意度与忠诚度在积极的口口相传，愿意支付更多费用以及与公司保持业务方面正相关。而且，结果表明，SERVQUAL（Parasuraman等人，1988）中所区分的五个方面被压缩在两个方面：IT提供和服务态度。我们的结果表明，经理们应该采取旨在确保提高客户满意度的政策。

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