Nội dung được dịch bởi AI, chỉ mang tính chất tham khảo
Một nghiên cứu về các yếu tố quyết định sự hài lòng của khách hàng trên quy mô quốc tế
Tóm tắt
Nhiều tập đoàn đa quốc gia đã thực hiện các chương trình đo lường sự hài lòng qua các quốc gia nhằm theo dõi và chuẩn hóa sự hài lòng của khách hàng tại các thị trường khác nhau của họ. Những công ty này đo lường sự hài lòng với mục tiêu tối đa hóa lòng trung thành của khách hàng và các lợi ích tài chính liên quan đến lòng trung thành. Tuy nhiên, nghiên cứu hiện có so sánh sự hài lòng của người tiêu dùng giữa các quốc gia là rất hạn chế, với một số ít nghiên cứu chỉ xem xét một số quốc gia hoặc các yếu tố dự đoán sự hài lòng nhỏ, hoặc một nhóm nhỏ người tiêu dùng trong một lĩnh vực kinh tế cụ thể. Để mở rộng hiểu biết của chúng tôi về các yếu tố quyết định sự biến đổi xuyên quốc gia trong sự hài lòng của khách hàng, chúng tôi nghiên cứu ba tập hợp yếu tố: văn hóa, kinh tế - xã hội và kinh tế - chính trị. Chúng tôi sử dụng một mẫu dữ liệu hài lòng đa ngành độc đáo từ 19 quốc gia, bao gồm gần 257,000 cuộc phỏng vấn của người tiêu dùng. Nhất quán với giả thuyết của chúng tôi, chúng tôi thấy rằng người tiêu dùng ở các xã hội truyền thống có mức độ hài lòng cao hơn so với những người ở các xã hội thế tục - hợp lý. Tương tự, người tiêu dùng ở các xã hội tự thể hiện có mức độ hài lòng cao hơn so với những người ở các xã hội có giá trị sinh tồn. Chúng tôi cũng phát hiện rằng tỷ lệ biết chữ, tự do thương mại và tự do kinh doanh có tác động tích cực đến sự hài lòng của khách hàng trong khi GDP bình quân đầu người có tác động tiêu cực đến sự hài lòng của khách hàng. Chúng tôi thảo luận về những tác động của những phát hiện này đối với các nhà hoạch định chính sách, các tập đoàn đa quốc gia và các nhà nghiên cứu.
Từ khóa
#sự hài lòng của khách hàng #các yếu tố quyết định #sự khác biệt quốc gia #văn hóa #kinh tế - xã hội #tự do thương mạiTài liệu tham khảo
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