เปรียบเทียบวิธี
ดูวิธีที่เลือกเทียบกันแบบเคียงข้าง แถวที่ต่างกันจะถูกเน้นไว้
| มาตรวัดความภักดีของลูกค้า (Customer Loyalty Scale - CLS)× | ดัชนีความพึงพอใจของลูกค้าอเมริกัน (ACSI)× | |
|---|---|---|
| สาขาวิชา | การจัดการการตลาด | การจัดการการตลาด |
| ตระกูล | Process / pipeline | Process / pipeline |
| ปีกำเนิด≠ | 1994 | 1996 |
| ผู้ริเริ่ม≠ | Alan S. Dick, Kunal Basu | Claes Fornell, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha, Barbara E. Bryant |
| ประเภท≠ | Multi-dimensional behavioral and attitudinal loyalty scale | Structural equation model for satisfaction and loyalty |
| แหล่งต้นตำรับ≠ | Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-113. DOI ↗ | Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings. Journal of Marketing, 60(4), 7-18. DOI ↗ |
| ชื่อเรียกอื่น | Behavioral Loyalty Scale, Loyalty Commitment Scale | ACSI, National Customer Satisfaction Index |
| ที่เกี่ยวข้อง | 4 | 4 |
| สรุป≠ | The Customer Loyalty Scale (CLS) measures customer loyalty as a combination of attitudinal commitment and behavioral intention. Developed by Dick and Basu (1994), the scale distinguishes between behavioral loyalty (repeat purchases) and attitudinal loyalty (emotional commitment), recognizing that true loyalty involves both. CLS captures multiple dimensions of loyalty including repurchase intention, word-of-mouth advocacy, and resistance to competitive offerings. The instrument is widely used in marketing research to predict customer lifetime value and identify at-risk customers. | The American Customer Satisfaction Index (ACSI), developed by Fornell and colleagues in 1996, is a structural equation modeling-based approach to measuring and predicting customer satisfaction across industries and over time. ACSI assesses customer expectations, perceived value, perceived quality, complaints, and loyalty in a unified framework. Since 1994, ACSI data has been collected quarterly on thousands of customers across diverse U.S. industries, making it a key economic indicator and benchmark for organizational performance. |
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