An Empirical Study Of Public Goods Preferences And Customer Loyalty In Residential Consumption

Residential consumption is the current theory and practice circles Wei concerned about the economic problems and social problems. Research is based on Parasuraman and Dhruv (2000) proposed the "Quality-Value-loyalty chain" of causation, and explore domestic consumption of the product quality, customer perceived value, customer loyalty and so the correlation between variables. Study built housing consumption by the residential buildings, public goods, domestic products to work together to build customer value, customer loyalty model of the logical relationship between variables. Due to differences in research purposes, we will split the logical process for public goods preferences and customer loyalty ago for a total of two conceptual models, empirical analysis, respectively.And residential bundled consumption of public goods (including social and public resources), the relative scarcity and deprivation in our country, so we have to carefully think about how to solve the rational allocation of public goods and enjoy this issue. Bring to consumers the value of housing consumption, not just from the construction itself, and residential bundled consumption of public goods is an important exogenous factor. Article will be bundled with residential exogenous consumption of public goods and residential construction side by side with customers to establish both the value of customer satisfaction related to research, explore domestic consumption, residential building itself and the exogenous public goods to the customer value and customer satisfaction the impact of the acquisition. In a market economy, people's income mainly as a factor income, due to the different elements of each possession, making people's income distribution gap, but this gap is also growing, which is a market economy under the conditions of a natural phenomenon, but also the market itself can not overcome the contradiction. Lack of resources in the global context of the configuration of public goods, including my own has become the focus of attention in many countries, and therefore access to public goods and the possession of understanding of the problems and further research also are particularly important. Resource allocation problem, namely, how with limited resources to provide more and better public goods, is the objective requirements of social justice, emphasizing that the public's equal opportunity and social distribution is reasonable.At the same time, domestic consumption, customer loyalty is the theorists and practitioners focus of attention. Commercial housing developers want the word of mouth spread of residential consumers and price etc. Dimensions of tolerance. Loyal customers, however, does not necessarily satisfied customers, satisfied customers also may not be directly present behavioral loyalty. At the same time, just from the point of view of loyalty to the conceptualization of behavior is limited, and if such a measure loyalty, only loyalty and other variables not found in a number of hypotheses between the relationship and loyalty constructs will lead to confusion. Many studies alternative to customer loyalty and customer satisfaction in order to act to replace the attitude of loyalty to loyalty, which amplified the role of satisfaction, confusion of the concept of loyalty will eventually lead to organizations to develop a valid assessment objectives. Szymanski and Henard (2001) pointed out in his study that only customers in more than satisfactory threshold, it be possible to lead to behavioral loyalty, before, only linear and attitudes related to loyalty, but did not give the statistical phenomenon of content management explained. Article attempts to study the asymmetry antecedent variables to further explain point of view this issue. Customer Value (Customer Value) is an important antecedent satisfaction and loyalty by the utilitarian level and experience level of the multi-dimensional value of the composition, can constitute an independent measure of the value of the standard, including the consumer from the product "material" property to "non-use"attribute can perceive the multiple values. However, the suppliers of customer satisfaction and loyalty made dependent on what customers value? Satisfaction and loyalty of the antecedent existence of different? Research with the utilitarian dimension of customer value and experience level of differentiation of this proposed conceptual model, empirical testing, and ultimately explain the customer satisfaction and loyalty attitude, behavior' loyalty asymmetric ago. Research is based on the "purpose-a means model" theory, "Quality-Value-loyalty chain" theory and "cognitive dissonance" theory, to explore the value of residential consumers, customer differentiation, as well as the heterogeneity of customer value for residential consumption, customer satisfaction and customer loyalty effect and mechanism of the asymmetry.Article by a questionnaire survey of residential product analysis of the data, using factor analysis and structural equation (SEM) method to verify the paper proposes a conceptual model and assumptions. The main conclusions and contributions are:first, residential construction and residential choices of public goods bundle constitute an important factor in product quality, and the two match each other. With different configurations of public goods, the value of residential customers will happen very different changes. Consumer groups need to heterogeneous products to meet the needs of its value, which is consumer preference on behavior patterns. People get the satisfaction of consumption depends on the value of the acquisition of products to win customer satisfaction needs to match pairs of multiple customer value point of view, in order to win the praise and loyalty of consumers. On public goods in terms of choice, consumers not only enjoy a variety of public goods, there is also the value of preferences for public goods. Second, the residential consumption behavior of loyalty, the attitude of loyalty and satisfaction of direct antecedent is different. Customer satisfaction with access to multi-level, from the utilitarian function of product value and price values. The attitude of loyalty is the direct source of pleasure to experience level of value and social value. Hedonic value on satisfaction and some contribution, but overall satisfaction and loyalty to the role of the direct antecedent significant difference. Loyalty satisfaction and attitudes to achieve the process of behavioral loyalty play an indispensable role as a bridge, while the consumer perception of product attributes the profits to the behavior of loyalty to the direct effect is not significant, indicating that product utilitarian level, the "practical" is not direct source of product loyalty. The process to reach loyal consumers, primarily through the consumption process and enjoyable experience and to enhance the results of additional social identity, understandable for consumers to experience the spirit of loyalty to the achievement of a more direct effect.