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顾客购物后满意与否,对于不同的人,固然有不同的影响因素,但总的来说是由顾客购买之前对产品的“预期心理”和购后从产品中所感受到的“可见绩效”的对比决定的。 人们在购买某一商品之前,对该商品可能给自己带来的利益的心理估计,称为顾客的“预期绩效”。顾客的“预期绩效”主要受非营销因素和营销因素两种刺激而形成的。就后者而言,经营者在市场上对自己产品的宣传、广告以及任何对消费者的利益允诺,都会对“预期绩效”的形成起重要作用。 消费者在使用商品时从中实际得到的利益,称为顾客的“可见绩效”。人们对自己的购买是否成功的评价,是将其“预期绩效”与“可见绩效”进行比较后作出的。只有当“可见绩效”等于或大于“预期绩效”时,人们才会认为购买是成功的,是“合算”的。例
Satisfied customers after shopping or not, for different people, of course, have different factors, but in general is the customer’s purchase of the product before the “expected psychology” and post-purchase feel from the product “visible performance” Contrast decision. People buy a commodity before, the product may bring their own psychological assessment of benefits, known as the customer’s “expected performance.” Customer’s “expected performance” is mainly driven by both non-marketing and marketing factors. In the latter case, operators’ promises of their products in the market, advertisements, and any promise to consumers will all play an important role in the formation of “expected performance.” The actual benefits that consumers derive from the use of the goods are called the “visible performance” of the customers. People’s evaluation of the success of their purchases is made by comparing their “expected performance” with “visible performance.” Only when “visible performance” is equal to or greater than “expected performance” will people consider the purchase to be “successful” and cost-effective. example