A dynamic model of customers' usage of services: Usage as an antecedent and consequence of satisfaction
A dynamic model of customers' usage of services: Usage as an antecedent and consequence of satisfaction
复制标题
DOI：
10.2307/3152091
复制
发表时间：
1999-05-01
影响因子：
6.1
通讯作者：
Lemon, KN
中科院分区：
文献类型：
--
作者：
Bolton, RN;Lemon, KN
当公司寻求长期管理客户关系的方法时，了解服务提供商与客户关系的动态就成为一个关键优先事项。在本文中，作者开发并测试了客户使用服务的动态模型，识别客户之前的使用水平、满意度评估和后续服务使用之间的因果关系。作者量化了客户满意度与后续服务使用之间的（迄今为止的轶事）关系，并通过引入感知支付公平的概念，为客户满意度的前因提供了新的理论见解。本文的主要贡献是理解服务使用如何随时间变化，特别是消费者对交易公平性或“公平”的看法如何随时间影响消费者对服务的使用。具体而言，支付权益代表客户对因使用而获得的经济利益水平相对于经济成本水平的公平性的变化评价，即客户对交换公平性的评价。通过检查支付公平性的前因，可以确定客户如何随着时间的推移使用价格和使用情况来更新他们对交易公平性的评估。这种评价会影响整体满意度，进而影响未来的使用。结果表明，客户的使用水平可以通过定价策略（更普遍的是动态客户满意度管理）来管理。
As firms seek ways to manage customer relationships over the long term, understanding the dynamics of the service provider-customer relationship becomes a key priority. In this article, the authors develop and test a dynamic model of customer usage of services, identifying causal links between customer's prior usage levels, satisfaction evaluations, and subsequent service usage. The authors quantify the (heretofore anecdotal) relationship between customer satisfaction and subsequent service usage and provide new theoretical insights into the antecedents of customer satisfaction by introducing the concept of perceived payment equity. The primary contribution of the article is an understanding of how service usage changes over time, and particularly, how the consumer's view of the fairness or "equity" of the exchange over time affects the consumer's usage of services. Specifically, payment equity represents the customer's changing evaluation of the fairness of the level of economic benefits derived from usage in relation to the level of economic costs, that is, the customer's evaluation of the fairness of the exchange. By examining the antecedents of payment equity, it can be determined how customers use price and usage over time to update their evaluations of the fairness of the exchange. This evaluation affects overall satisfaction, which in turn affects future usage. The results suggest that customers' usage levels can be managed through pricing strategies, more generally dynamic customer satisfaction management.