Antecedents to website satisfaction, loyalty, and word-of-mouth

Satisfaction, loyalty, and likelihood of referral are regarded by marketers and the Big Three diagnostics leading to retail profitability. However, as yet no-one has developed a model to capture all three of these constructs in the context of the internet. Moreover, although several attempts have been made to develop models to measure quality of website experience, no-one has sought to develop an instrument short enough to be of practical use as a quick customer satisfaction feedback form. In this research we sought to fill this void by developing and psychometrically testing a parsimonious model to capture the Big Three diagnostics, brief enough to be used in a commercial environment as a modal popup feedback form.

顾客满意度、顾客忠诚度与推荐意愿，被营销从业者与三大诊断体系（Big Three diagnostics）视作驱动零售盈利的核心要素。然而迄今为止，尚无研究构建出能够在互联网语境下同时涵盖这三大构念的模型。此外，尽管已有多项研究尝试开发用于测评网站体验质量的模型，但尚未有研究开发出足够简洁、可作为快速顾客满意度反馈表单投入实际应用的测评工具。本研究旨在填补这一研究空白，通过构建简约模型并开展心理计量学检验，实现对三大诊断指标的覆盖；该模型足够简洁，可在商业场景中作为模态弹窗反馈表单投入使用。