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顾客满意水平影响顾客口传行为,但顾客满意水平不是影响顾客口传行为的惟一变量,各种信念变量,如行为态度、主观标准、行为控制感等,也会通过中介作用影响顾客口传行为。本文首先建立模型,然后通过实证研究检验模型的正确性与合理性,并从中发现顾客满意水平及各种信念变量对顾客口传行为倾向的影响路径。
The level of customer satisfaction affects the customer's oral behavior, but the customer's satisfaction level is not the only variable that affects the customer's oral behavior. Various kinds of belief variables such as behavior attitude, subjective standard and behavioral control affect the customer's oral behavior through intermediary. This paper first establishes the model, then verifies the correctness and rationality of the model through empirical research, and finds out the influence path of customer satisfaction level and various kinds of belief variables on customer's oral behavior tendencies.