| 我国证券市场投资者忠诚度影响因素的实证研究 |
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| 引用本文： | 武志伟,陈莹.我国证券市场投资者忠诚度影响因素的实证研究[J].软科学,2010,24(1):114-120. |
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| 作者姓名： | 武志伟 陈莹 |
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| 作者单位： | 1. 南京大学经济学系,南京,210093
2. 南京大学工程管理学院,南京,210093 |
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| 基金项目： | 国家自然科学基金项目 |
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| 摘 要： | 基于预期-绩效理论和ACSI模型,使用结构方程模型分析了国内证券行业个体投资者顾客忠诚度的驱动机理。研究发现,正向失验有助于提升顾客忠诚;顾客满意度不仅直接作用于顾客忠诚度,还通过抱怨因素间接提升顾客忠诚;服务质量通过影响认知失验和满意度间接影响顾客忠诚;过高的顾客预期会导致负向失验进而降低客户忠诚;抱怨作为一个较为特别的因素,对个体投资者顾客忠诚度的提升也具有一定的正向作用。
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| 关 键 词： | 个体投资者 顾客忠诚 服务质量 认知失验 |
An Empirical Research on the Driving Mechanism of Investor's Loyalty in China's Stock Market |
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| WU Zhi-wei,CHEN Ying.An Empirical Research on the Driving Mechanism of Investor's Loyalty in China's Stock Market[J].Soft Science,2010,24(1):114-120. |
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| Authors: | WU Zhi-wei CHEN Ying |
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| Institution: | WU Zhi-wei a,CHEN Ying b(a.Department of Economics,b. School of Management , Engineering,Nanjing University,Nanjing 210093) |
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| Abstract: | Basing on Expectation-Performance theory and ACSI model,the paper analyzes the driving mechanism of individual investor's loyalty on China's securities industry by SEM. Result shows that:positive disconfirmation can advance customer loyalty; customer satisfaction is not only affects customer loyalty directly,but also affects customer loyalty through complaint indirectly; service quality works on customer loyalty through disconfirmation and customer satisfaction indirectly; if customers expectation is too hi... |
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| Keywords: | individual investor customer loyalty service quality disconfirmation |
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