A Cumulative Satisfaction Measure Model based on Dynamic Customer Expectation
Customer cumulative satisfaction is crucial indicator of performance in the industries of continuously provided service, and the dynamic nature of expectation is especially important in this kind of satisfaction. In this paper, we establish a cumulative satisfaction measure model (CSM) based on dynamic customer expectation, which is considered as function of adaptation and social comparison. We also discuss the application of CSM through optimizing the distribution of promoting resource. The results indicate that the project, which accords with incremental and pulsed distribution, can maximize customer cumulative satisfaction in a given period. The consistency between optimal project and the theory of behavior economics confirms the validity of CSM.
Cumulative Satisfaction Adaptation Social Comparison
Zhi-gang SHOU Feng WANG Zhi-gang SHOU Jian-min JIA
School of Economics and Management, Wuhan University Wuhan, China Marketing Department, City University of Hong Kong Hong Kong, China Faculty of Business Administration, Chinese University of Hong Kong Hong Kong, China
国际会议
上海
英文
2007-09-21(万方平台首次上网日期,不代表论文的发表时间)