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1、JournalofConsumerMarketing，2005（7）：96-100MarketingCustomerSatisfactionRHallowellJohnWileyandSons,Inc.Abstract:Customersatisfactionwithacompany'sproductsorservicesisoftenseenasthekeytoacompany'ssuccessandlong-termcompetitiveness.Inthecontextofrelationshipmarketing,customersatisfac
2、tionisoftenviewedasacentraldeterminantofcustomerretention.However,thefewempiricalinvestigationsinthisareaindicatethatadirectrelationshipbetweentheseconstructsisweakorevennonexistent.Theoverallpurposeofthisarticleistodevelopaconceptualfoundationforinvestigatingthecustomerretention
3、process,withtheuseoftheconceptsofcustomersatisfactionandrelationshipquality.Thearticleinvolvesacriticalexaminationofthesatisfaction–retentionrelationship,andthedevelopmentofamorecomprehensiveviewofthecustomer'squalityperception.Keywords:customer；Satisfaction；MarketingFirst,custom
4、ersatisfactionstrategyistogetamodernenterprisecustomers,"moneyvotes"magicweaponWiththechangingtimes,thegreatabundanceofmaterialwealthofsociety,customersinthemain---consumerdemandacrossthematerialhasalackoftime,thenumberoftimesthepursuit,thepursuitofqualitytimetotheeightiesofthe20
5、thcenturyenteredtheeraoftheendconsumersentiment.InChina,withrapideconomicdevelopment,wehaverapidlybeyondthephysicalabsenceofthetimes,thepursuitofthenumberoftimesandeventhepursuitofqualityandageofemotionstodaygraduallyintotheconsumerera.Spendingtimeintheemotion,thecompany'ssimilar
6、productshavealreadyreachedthesametime,homogeneous,withtheenergy,thesameprice,consumersarenolongerpursuethequality,functionalityandprice,butthecomfort,convenience,safety,comfort,speed,jumpaction,environmentalprotection,clean,happy,fun,etc.,consumersareincreasinglyconcernedaboutthe
7、productwhetherfortheirownlifeenergy,enrich,comfort,beautyandspiritualquality,andexceedconsumerexpectationsinthepre-sale,sale,after-salesserviceandadvice.Inotherwords,peopletodayarelookingforisa"psychologicalsatisfactionandasenseoffulfillment,"thecommodity,highvalueaddedgoodsandse
8、rvices,thepursuitofvaluesandsenseofdiver
