ABSTRACT

It is important to understand customer satisfaction and loyalty from the perspective of business and services. However, when comparing these indicators among multiple services, it is doubtful whether superiority or inferiority in customer satisfaction and loyalty is due to different levels of service quality. In other words, there is a possibility that consumer response tendency may differ depending on the service and the attributes of the respondent. Few academic studies address response tendency in this context. This study filled this gap in the literature and clarify response tendency by service type, which has not been sufficiently addressed until now. This study evaluates the response tendencies of satisfaction and recommendation intention by service and respondent using an integrated survey covering 20 types of services. As a result of one-way analysis of variance, a high score was confirmed for the car sharing and streaming industries, for which consumer recommendations are incorporated into services, and the moving industry scored highly due to a high level of transparency in operations. Additionally, the younger generation, who habitually post recommendations on social networks, showed a significantly higher recommendation intention. This study shows that understanding respond tendency in advance and excluding bias from data provides truer results.

摘要

从业务和服务的角度了解客户满意度和忠诚度非常重要。然而，当在多项服务中比较这些指标时，客户满意度和忠诚度的优劣是否是由于服务质量水平的不同而存在疑问。换言之，消费者的反应倾向可能会因服务和受访者的属性而异。很少有学术研究在这种情况下解决反应趋势。这项研究填补了文献中的这一空白，并阐明了服务类型的响应趋势，这直到现在还没有得到充分解决。本研究通过涵盖 20 种服务类型的综合调查，评估服务和受访者对满意度和推荐意愿的响应趋势。单向方差分析结果显示，在服务中融入了消费者推荐的汽车共享和流媒体行业得分较高，而移动行业由于运营透明度高而得分较高。此外，习惯在社交网络上发布推荐的年轻一代表现出明显更高的推荐意愿。这项研究表明，提前了解反应趋势并从数据中排除偏差可以提供更真实的结果。习惯于在社交网络上发布推荐的人表现出显着更高的推荐意愿。这项研究表明，提前了解反应趋势并从数据中排除偏差可以提供更真实的结果。习惯于在社交网络上发布推荐的人表现出显着更高的推荐意愿。这项研究表明，提前了解反应趋势并从数据中排除偏差可以提供更真实的结果。