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J4  2009, Vol. 6 Issue (11): 1541-    DOI:
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Customer Satisfacton Forming Mechanism in Service Industry in Relationship Marketing Paradigm
 DU Jian-Gang, FAN Xiu-Cheng, FENG Tian-Jun
1.Nankai University, Tianjin, China;2. Fudan University, Shanghai, China

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Abstract  

This paper analyse the multivariables of service quality (soft quality, hard quality), customer trust (consumer's trust in the salesperson; consumer's trust in the corporation), perceived value, customer commitment and customer satisfaction and examines their relationships. An integrated conceptual model is developed and a series of theoretical hypotheses describing the the relationships are put forward. Furthermore, this paper formulates the Structural Equation Model (SEQ)  of consumer's buying behavior. Finally, it provides some suggestions for customer satisfaction improvement to the service corporations.

Key wordsservice economy      service quality      customer trust      overall satisfaction     
Received: 04 May 2008     
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DU Jian-Gang
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DU Jian-Gang,FAN Xiu-Cheng,FENG Tian-Jun. Customer Satisfacton Forming Mechanism in Service Industry in Relationship Marketing Paradigm[J]. J4, 2009, 6(11): 1541-.
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