顾客参与了为何仍不满意——顾客参与过程中控制错觉与顾客满意的关系研究

被引：24

作者：

张辉 ^{[1
]}

汪涛 ^{[2
]}

刘洪深 ^{[1
]}

机构：

[1] 武汉大学经济与管理学院市场营销系

[2] 武汉大学经济与管理学院

来源：

南开管理评论 | 2011年 / 14卷 / 05期

关键词：

顾客参与; 控制错觉; 顾客满意;

D O I：

暂无

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

本文引入控制错觉理论来解释顾客参与过程中顾客不满意的现象,认为顾客不满意是由于顾客参与后,顾客过高估计参与行为对结果的影响,一旦结果与预期不一致后,顾客满意会显著下降。本文通过实验法探讨了顾客参与和顾客满意之间的关系,认为参与顾客会产生控制错觉,控制错觉和结果与预期一致性对顾客满意都有不同程度的影响。

引用

页码：153 / 160

页数：8

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