基于PLS路径模型的顾客满意度测评研究
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摘要
本文在顾客满意度基本理论、结构方程模型理论和顾客满意度指数测评进行分析的基础上,构建了顾客满意度测评的常规模型和拓展模型;给出了PLS算法求解的方法和步骤;提出了对网上调查问卷调查方式的几点改进措施;在对结构方程模型进行参数估计时,充分考虑了对缺失值的处理,提出了一种新的缺失值处理方法;设计和实现了顾客满意度指数测评系统。
主要研究内容与成果如下:
1.系统地阐述了本文的选题背景、研究目标、主要研究内容、方法和意义;明确了研究顾客满意度指数测评进行网上调查的可能性和必要性。
2.论文概述了顾客满意度基本概念;介绍了结构方程模型基本理论和当前几种顾客满意度的测评方法,给出了构建结构方程模型的步骤。
3.论文系统阐述了瑞典、美国、欧洲和中国等四种经典的顾客满意度指数模型;深入分析了Wold的PLS算法和Lohm?ller的PLS算法求解过程;通过对国内外顾客满意度指数模型的对比及我国的现状分析,提出了顾客满意度测评的常规模型和拓展模型。
4.论文构建了顾客满意度测评常规模型和拓展模型,重点分析了顾客满意度测评常规模型的模型设定、模型估计和模型评价;给出了PLS算法估计常规模型和拓展模型各个参数的方法和步骤;对网上调查的方法进行了概括总结,阐述了网上调查的优缺点,提出了对网上调查的几点改进措施;概括了缺失值处理的方法,提出“权重新定”的缺失值处理方法;详细分析了PLS算法的实现过程。
5.论文详细阐述了顾客满意度测评系统的设计和实现过程;分别以食品公司和汽车公司为研究对象,对构建的顾客满意度测评常规模型和拓展模型进行实证分析和评价,验证了模型的信度、效度和适合度等,测评结果是满意和有效的;该系统与SmartPLS软件在收敛性、权重系数等方面进行了比较,在迭代次数较SmartPLS少,在潜变量估计值相关系数、权重系数等方面与SmartPLS具有一致性,为中国顾客满意度测评理论研究及其应用提供了新的方法和思路。
In this dissertation, based on the theory of Customer Satisfaction, Structural Equation Model, the method of Customer Satisfaction measurement, Customer Satisfaction regular model and expanded model are constructed. It shows the method to solve two models by PLS Algorithm and put forward several improving measures to Internet Survey. The processing of missing data has been taken into account adequately about parameters estimation of Structural Equation Model. A new method of missing data is put forward. The system of Customer Satisfaction measurement is completed.
Main works of this dissertation is as follows:
1. The research background, methods, goal, and main content are described systematically. The possibility and necessity of Internet Survey are confirmed about the research of Customer Satisfaction Index Measuring.
2. The conception of Customer Satisfaction is summarized. The dissertation introduces the based theory of Structural Equation Model, presents the step of constructing Structural Equation Model, and describes the method of several Customer Satisfaction measurements.
3. Four classical enterprise customer satisfaction index models and its structure characteristic are introduced. Wold’s and Lohm?ller’s PLS Algorithm are analyzed deeply. Customer Satisfaction measurement regular model and expanded model are put forward by comparing with Customer Satisfaction measurement model at home and aboard.
4. The dissertation constructs Customer Satisfaction measurement regular model and expanded model. The setup, estimation and assessment of Customer Satisfaction regular model are analyzed mainly. It shows the method to evaluate the parameters of two models by PLS Algorithm. The advantage and disadvantage of Customer Satisfaction Internet Survey are analyzed deeply. The way of Internet Survey is improved. The missing data processing method of Weight Setup Newly (WSN) is presented. PLS Algorithm is finished based on Matlab.
5. The design and implement of Customer Satisfaction measurement system are based on the theory and algorithm mentioned above. Customer Satisfaction measurement regular model and expanded model are analyzed and applied to evaluate food company and auto company respectively. The reliability, validity and goodness-of-fit index (GFI) of models are validated. The case results prove the feasibility and validity of the system. Compared the system with SmartPLS about astringency, weight coefficient and so forth, its iterative number is less and others are consistent. A new method and train is presented about theory research and application of Customer Satisfaction measurement in China.
主要研究内容与成果如下:
1.系统地阐述了本文的选题背景、研究目标、主要研究内容、方法和意义;明确了研究顾客满意度指数测评进行网上调查的可能性和必要性。
2.论文概述了顾客满意度基本概念;介绍了结构方程模型基本理论和当前几种顾客满意度的测评方法,给出了构建结构方程模型的步骤。
3.论文系统阐述了瑞典、美国、欧洲和中国等四种经典的顾客满意度指数模型;深入分析了Wold的PLS算法和Lohm?ller的PLS算法求解过程;通过对国内外顾客满意度指数模型的对比及我国的现状分析,提出了顾客满意度测评的常规模型和拓展模型。
4.论文构建了顾客满意度测评常规模型和拓展模型,重点分析了顾客满意度测评常规模型的模型设定、模型估计和模型评价;给出了PLS算法估计常规模型和拓展模型各个参数的方法和步骤;对网上调查的方法进行了概括总结,阐述了网上调查的优缺点,提出了对网上调查的几点改进措施;概括了缺失值处理的方法,提出“权重新定”的缺失值处理方法;详细分析了PLS算法的实现过程。
5.论文详细阐述了顾客满意度测评系统的设计和实现过程;分别以食品公司和汽车公司为研究对象,对构建的顾客满意度测评常规模型和拓展模型进行实证分析和评价,验证了模型的信度、效度和适合度等,测评结果是满意和有效的;该系统与SmartPLS软件在收敛性、权重系数等方面进行了比较,在迭代次数较SmartPLS少,在潜变量估计值相关系数、权重系数等方面与SmartPLS具有一致性,为中国顾客满意度测评理论研究及其应用提供了新的方法和思路。
In this dissertation, based on the theory of Customer Satisfaction, Structural Equation Model, the method of Customer Satisfaction measurement, Customer Satisfaction regular model and expanded model are constructed. It shows the method to solve two models by PLS Algorithm and put forward several improving measures to Internet Survey. The processing of missing data has been taken into account adequately about parameters estimation of Structural Equation Model. A new method of missing data is put forward. The system of Customer Satisfaction measurement is completed.
Main works of this dissertation is as follows:
1. The research background, methods, goal, and main content are described systematically. The possibility and necessity of Internet Survey are confirmed about the research of Customer Satisfaction Index Measuring.
2. The conception of Customer Satisfaction is summarized. The dissertation introduces the based theory of Structural Equation Model, presents the step of constructing Structural Equation Model, and describes the method of several Customer Satisfaction measurements.
3. Four classical enterprise customer satisfaction index models and its structure characteristic are introduced. Wold’s and Lohm?ller’s PLS Algorithm are analyzed deeply. Customer Satisfaction measurement regular model and expanded model are put forward by comparing with Customer Satisfaction measurement model at home and aboard.
4. The dissertation constructs Customer Satisfaction measurement regular model and expanded model. The setup, estimation and assessment of Customer Satisfaction regular model are analyzed mainly. It shows the method to evaluate the parameters of two models by PLS Algorithm. The advantage and disadvantage of Customer Satisfaction Internet Survey are analyzed deeply. The way of Internet Survey is improved. The missing data processing method of Weight Setup Newly (WSN) is presented. PLS Algorithm is finished based on Matlab.
5. The design and implement of Customer Satisfaction measurement system are based on the theory and algorithm mentioned above. Customer Satisfaction measurement regular model and expanded model are analyzed and applied to evaluate food company and auto company respectively. The reliability, validity and goodness-of-fit index (GFI) of models are validated. The case results prove the feasibility and validity of the system. Compared the system with SmartPLS about astringency, weight coefficient and so forth, its iterative number is less and others are consistent. A new method and train is presented about theory research and application of Customer Satisfaction measurement in China.
引文
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