银行服务质量与顾客满意度的关系

3:2006-06-29:(1966-),,,,;(1970-),,,,;(1954-),,,,20066()No.6200646JOURNALOFSUNYATSENUNIVERSITYVol.46(204)(SOCIALSCIENCEEDITION)GeneralNo.20431,2,2(1.,510275;2.,100084):7501789,,;,()();,;,;:;;;;:F832/F830.49:A:1000-9639(2006)06-0107-0720024,,200620049,,,,[1,2];[3];5%,2595%[4]:,,()(),,25%,41115%019%3194%1108%[5],,,,,,2070,,(PerceivedServiceQuality),701(Out2comeorTechnicalQuality)(ProcessQuality)[6],(Fornell)(Customization,)(Re2liability,),[1],,,[2],,,;,()(),,,,,,()(Berry)14(),,;()[7],;[8],(),(Parasuraman)SE2RVQUAL10,()();();()()()()()()()[9]SERVQUAL,,,(Per2ceivedValue)[10]Fornell[1],,:;;,(Gremler),()[11],,[3],,,,(2002)Fornell[1]ParasuramanSERVQUAL[9][8],3:,3:(Kotler),3[12],Para2suramanSERVQUAL[9](Sureshchandar)[13]Fornell3:801ParasuramanSERVQUAL4;SE2RVQUAL;SE2RVQUALBerry(2000),:3:3,Fornell(1996),,3:,3:---Parasuraman(1985)(2004),,,1:;2:;3:Fornell,:,()Gremler(2001),,(Oliver),,,[14],,,,,4:;5:;6:;7:12,,1612,0100%10,1010%,1091100%,1110Likert,1,10,,11--901,1(),,Fornell[1],250(CATI)200312,31GDP19,501870,,112037250,,7,250,1789(),,7,90%,,,7,,SPSS1210,4(,);(items)(Validity),Cronbachs:017118018702018244019265,0150,0195,,,4()3,87(Hierarchi2calClusterAnalysis),73,1,2,3,33,(MANOVA)3,3(WilksLambda=01928,F=221751,P=01000),(F=01181,P=01835),1(A),33(WilksLambda=01969,F=91285,P=01000),(F=11266,P=01282),1(A)3(WilksLambda=01982,F=81111,P=01000),1(A)73,,(1),233,33,;,;[15,16],?,4011SPSS1210MANOVA,4,3MANOVA:WilksLambda=01938,F=71444,P=01000;WilksLambda=01970,F=31545,P=01000;WilksLambda=01969,F=51360,P=010004,61(B):(1)3,,,(2),(3),,,20049[17],200312,,SPSS1210MANOVA,4,MANOVA:WilksLambda=01928,F=81686,P=01000;WilksLambda=01981,F=21188,P=01020;WilksLambda=01980,F=31454,P=01002,4,51(C):,[16]1(A)3(B)4(C)4123131231231231213:a,N=252;N=253;N=252;N=251;N=255;N=276;N=250b,0.05()Lisrel8.53,(Ba2gozzi)(PreliminaryFitCri2teria)(FitofInternalStructureofModel)[18]2Lisrel8153,Lambda0150,;0195,2,Lambda01590193,Lambda,(Alpha)(VE),017001502,1112()().71.64x11=.591=.65x21=.782=.39x31=.673=.55.87.79x42=.884=.22x52=.875=.25x62=.766=.43.82.85x73=.847=.30x83=.848=.29.93.87-y11=.861=.25-y21=.932=.14-y31=.923=.16:P01001,,1,,:RMSEA=0108,GFI=0195,AGFI=0191,CFI=0197,NFI=0197,NNFI=0196,IFI=0197,RFI=0195,83%;()38%,,,()Lisrel8153,3,123,,(),,,,,,,4,7,,,,,()5,67,,(21=0148,P=01000);(31=0143,P=01000;32=0167,P=01000),3()11.1633.16121.133.08.21512.37333.37222.00.18.18613.42333.42323.00.21.21711.50333.504:,3P0.05;33P0.01;333P0.0012114;4,[1517],(),,(People)5P(4P),,,,,,,,,,,,,,[][1]Fornell,C.,M.D.Johnson,E.W.Anderson,J.ChaandB.E.Bryant.TheAmericanCustomerSatis2factionIndex:Nature,PurposeandFindings[J].JournalofMarketing,60,1996.[2],.[J].,2005,(3).[3],,.[J].,2003,(4).[4]Reichheld,F.F.TheLoyaltyEffect[M].HarvardBusinessSchoolPress,1996.[5],.[J].,2001,(11).[6][].-()[M].:,2002.[7]Berry,L.L.CultivatingServiceBrandEquity[J].A2cademyofMarketingScience,28,2000.[8].:[J].,2004,(1).[9]Parasuraman,A.Zeithaml,V.A.andBerry,L.L.AConceptualModelofServiceQualityandItsImpli2cationsforFutureResearch[J].JournalofMarketing49,1985.[10]Netemeyer,R.G.etal.DevelopingandValidatingMeasuresofFacetsofCustomer-basedBrandEquity[J].JournalofBusinessResearch,57,2004.[11]GremlerD.D,BrownS.W,BitnerM.JandPara2suramanA.CustomerLoyaltyandSatisfaction:WhatResonatesinServiceContexts[Z].WorkingPaper,2001.[12]Kotler,P.MarketingManagement:Analysis,Plan2ning,ImplementationandControl[M].PrenticeHall,1997.[13]Sureshchandar,G.S.etal.DeterminantsofCustom2er-perceivedServiceQuality:AConfirmatoryFactorAnalysisApproach[J].JournalofServiceMarket2ing,16,2002.[14]Oliver,R.L.WhenceConsumerLoyalty[J].JournalofMarketing,63,1999.[15],,.[J].,2004,(8).[16],.SFA[J].,2004,(6).[17],.---:[J].,2004,(10).[18]Bagozzi,R.P.EvaluatingStructuralEquationModelswithUnobservableVariablesandMeasurementError[J].JournalofMarketingResearch,18,1981.:311Abstract:Thispaperdealswiththeissueofinstitutionalconsumerempowermentrelatedtothechangeofmacro2consumptionpatterninurbanChina.Firstly,thispaperreviewstheliteratureonconsumerempowermentandregardswhattheliteratureholdsaboutconsumerempowermentasthetypeofinformation2givingconsumerempowerment.Secondly,ittriestosurpassthelimitsofthistypeofconsumerempowermentandputsforwardadifferenttypeofconsumerempowerment,namely,institution2givingcon2sumerempowerment.Thirdly,itre2examinesthetransformationofmacro2consumptionpatterninurbanChinafromtheperspectiveofinstitution2givingconsumerempowerment.Itisconcludedthatfurtherreformsoftheconsumptionpatternshouldbemasscon2sumerempowerment.Keywords:consumerempowerment;consumerdisempowerment;consumerpower;consumereducation;institutionalprovisionTheStructuralEquationModelofServiceQuality,CustomerSatisfactionandCustomerLoyalty:AnEmpiricalStudyonRetailBankingIndustryofChinaWANGHai2zhong1,YUChun2ling2,ZHAOPing2,LIShan2ming1(1.SchoolofBusiness,SunYat2SenUniversity,510275Guangzhou;2.SchoolofEconomicsandManagement,TsinghuaUniversity,100084,Beijing)Abstract:ThroughCATIsystem,1789customersservicequalityevaluationdataabouttheir7retailbankingsuppliersarecol2lectedfrom5