基于PLS结构方程模型的服务行业顾客满意度测评方法及应用研究
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摘要
如何有效提高服务业竞争力，促进服务业的大力发展，已成为保障我国国民
经济可持续发展的一大严峻课题。在此背景下，本文拟从服务业客户满意度入手，
对其测评理论进行深入研究，主要工作与研究内容包括：
1.详细阐述了本文的研究背景与意义，合理界定了本文研究的基本内容。
2.根据当前质量管理的最新发展动态，深刻剖析质量概念的内涵与质量理
念的演变特点，在此基础上，进一步分析了服务质量内涵与基本特征。系统探讨
了现代服务质量测评工作的主要内容与常规测评方法。
3.在综合不同顾客满意度观点的基础上，对顾客满意度相关理论——期望
－不确认理论、利益观点的公平理论与归因理论、表现理论、补偿过程模型进行
了系统分析,深入研究了顾客满意与顾客忠诚之间的内在关系。
4.探讨了在设计问卷调查工具时所必须严格注意的信度、效度，以及信度
与效度的关系问题。总结分析了当前抽样调查方法的基本特点，对于影响抽样调
查工作的关键问题——无回答统计影响进行了深入剖析，给出了无回答问题的具
体处理方法。
5.系统分析了顾客满意度研究中多重相关性的成因与影响，揭示了主成分
分析与典型相关分析方法的局限性。在此基础上，对于偏最小二乘回归模型算法
进行了深入研究。
6.针对描述顾客满意度与其影响因素间关系模型所面临的潜变量以及因变
量满意度分布常常为偏态或呈现双峰及三峰状态问题,结合偏最小二乘与结构方
程模型的各自特点，提出了基于PLS的结构方程模型，从而在理论上有效解决了
构造客户满意度模型中所遇到的问题。
7.以系统思想为指导，以PLS—结构方程原理为支撑，对商品房顾客满意度
问题进行了应用研究。
The core competitiveness of service industry is an important weapon for
the continuable development of the national economy, customer satisfaction
is very significant for service industry. Therefore the measurement
theory of customer satisfaction is studied. The main research works in the paper are
listed as follows:
1.The research background is described, the basis ideas and research content of the
paper are confirmed.
2. The basis development status of qualityand service quality is summarized. At the
same time, the quality assessment theory and methods are carefully analyzed.
3. The expectancy-disconfirmation theory, attribution theory, performance theory and
redress process model are analyzed. And the relationships between the customer
satisfaction and customer loyalty are studied.
4.The reliability, validity, and the procedures of establishing measurement instruments
are described, the characters of sample methods are analyzed, and the quantitative
analysis on non-response questionnaire is studied.
5.The influence ofmulticollinearity in customer satisfaction model is studied, the
localizations of component analysis and correlation analysis is analyzed. The
arithmetic of partial least square is constructed.
6. As the frequency distribution of customer satisfaction is more often the
convergence of two or three nearly normal distributions of two or three populations -
dissatisfied, satisfied, and extremely satisfied customers, the arithmetic of partial least
square for structural equation modeling is presented.
7.Based on the system thinking and partial least squares for structural equation
modeling, the customer satisfaction of real estate industry is studied.
经济可持续发展的一大严峻课题。在此背景下，本文拟从服务业客户满意度入手，
对其测评理论进行深入研究，主要工作与研究内容包括：
1.详细阐述了本文的研究背景与意义，合理界定了本文研究的基本内容。
2.根据当前质量管理的最新发展动态，深刻剖析质量概念的内涵与质量理
念的演变特点，在此基础上，进一步分析了服务质量内涵与基本特征。系统探讨
了现代服务质量测评工作的主要内容与常规测评方法。
3.在综合不同顾客满意度观点的基础上，对顾客满意度相关理论——期望
－不确认理论、利益观点的公平理论与归因理论、表现理论、补偿过程模型进行
了系统分析,深入研究了顾客满意与顾客忠诚之间的内在关系。
4.探讨了在设计问卷调查工具时所必须严格注意的信度、效度，以及信度
与效度的关系问题。总结分析了当前抽样调查方法的基本特点，对于影响抽样调
查工作的关键问题——无回答统计影响进行了深入剖析，给出了无回答问题的具
体处理方法。
5.系统分析了顾客满意度研究中多重相关性的成因与影响，揭示了主成分
分析与典型相关分析方法的局限性。在此基础上，对于偏最小二乘回归模型算法
进行了深入研究。
6.针对描述顾客满意度与其影响因素间关系模型所面临的潜变量以及因变
量满意度分布常常为偏态或呈现双峰及三峰状态问题,结合偏最小二乘与结构方
程模型的各自特点，提出了基于PLS的结构方程模型，从而在理论上有效解决了
构造客户满意度模型中所遇到的问题。
7.以系统思想为指导，以PLS—结构方程原理为支撑，对商品房顾客满意度
问题进行了应用研究。
The core competitiveness of service industry is an important weapon for
the continuable development of the national economy, customer satisfaction
is very significant for service industry. Therefore the measurement
theory of customer satisfaction is studied. The main research works in the paper are
listed as follows:
1.The research background is described, the basis ideas and research content of the
paper are confirmed.
2. The basis development status of qualityand service quality is summarized. At the
same time, the quality assessment theory and methods are carefully analyzed.
3. The expectancy-disconfirmation theory, attribution theory, performance theory and
redress process model are analyzed. And the relationships between the customer
satisfaction and customer loyalty are studied.
4.The reliability, validity, and the procedures of establishing measurement instruments
are described, the characters of sample methods are analyzed, and the quantitative
analysis on non-response questionnaire is studied.
5.The influence ofmulticollinearity in customer satisfaction model is studied, the
localizations of component analysis and correlation analysis is analyzed. The
arithmetic of partial least square is constructed.
6. As the frequency distribution of customer satisfaction is more often the
convergence of two or three nearly normal distributions of two or three populations -
dissatisfied, satisfied, and extremely satisfied customers, the arithmetic of partial least
square for structural equation modeling is presented.
7.Based on the system thinking and partial least squares for structural equation
modeling, the customer satisfaction of real estate industry is studied.
引文
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