对客户满意度和客户体验对澳大利亚移动电信服务行为意向的影响的调查

H. Bhatti, A. Abareshi, S. Pittayachawan
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引用次数: 2

摘要

移动服务变得越来越普及和复杂,客户体验正成为差异化竞争的关键因素。鉴于移动通信服务行业竞争激烈,客户体验和客户满意度已成为移动服务提供商的重要关注点。然而,行为意向的决定因素,如顾客体验和顾客满意度在许多研究中被忽视。广泛的文献回顾表明,影响行为意愿和再购买行为的九个因素分别是:促进条件、努力期望、绩效期望、社会影响、顾客满意和顾客体验。因此,本文考察了关键前因对行为意向的影响。澳大利亚进行了一项在线调查,收到了364份有效回复。研究结果表明,顾客体验对顾客满意度有正向影响。实证研究结果表明,顾客满意度、社会影响力、努力期望和便利条件对行为意愿有正向的直接影响。这项研究为服务营销、商业和客户关系管理领域的知识体系做出了贡献。针对复杂的顾客再购买行为问题,提出了一种启发式求解方法。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Towards the investigation of the effect of customer satisfaction and customer experience on behavioural intention in mobile telecommunication services in Australia
Mobile services become more pervasive and complex, customer experience is becoming a key competitive differentiator. Given that intense rivalry in the mobile telecommunication service industry, customer experience and customer satisfaction have become a vital concern for the mobile service providers. However, determinants of behavioural intention such as customer experience and customer satisfaction are overlooked in many studies. Extensive literature review indicated that the nine factors influencing behavioural intention and repurchase behaviour are: the facilitating conditions, effort expectancy, performance expectancy, social influence, customer satisfaction and customer experience. Therefore, this paper examines key antecedents effect on behavioural intention. An online survey has been conducted with 364 valid responses in Australia. The study results indicate that the customer experience has a positive influence on customer satisfaction. The results from this empirical study revealed that customer satisfaction, social influence, effort expectancy and facilitating conditions have positive direct impact on behavioural intention. This study contributes to the body of knowledge in the fields of service marketing, business, and customer relationship management. A heuristic solution method is developed to cope with the complex customer repurchase behaviour problem.
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