市场营销系校庆报告会系列讲座之一
时间：2009年5月12日下午13：30
地点：复旦大学管理学院思源楼624室
主题一：Satisfaction Thresholds of Positive and Negative WOM at Individual Level:
Estimation with Finite Mixture Bivariate Logit Model
报告人：市场营销系 邹德强 博士
摘要：
Theoretically, the translation of satisfaction evaluation into loyalty behavior may vary if consumers hold different satisfaction thresholds with respect to the specific loyalty behavior. Surprisingly, scant attention and effort has been devoted to the estimation and analysis of satisfaction threshold at individual level, not to mention that satisfaction ratings at individual level are ubiquitous. Facilitated with finite mixture analysis, a bivariate Logit model incorporating both consumers’ positive and negative WOM (complaint) behavior is calibrated, which produces consumers’ satisfaction threshold of positive or negative WOM at individual level. In comparison to Logit model at aggregate level, this finite mixture model improves the predictive power to a large degree, and sheds some new light on our understanding of some seemingly counter-intuitive phenomena, e.g., why some consumers spread both positive and negative WOM.
Keywords: Satisfaction Threshold, WOM, Complaint, Finite Mixture
主题二：服务创新
报告人：市场营销系 张喆 副教授
主持人：市场营销系 范秀成 教授
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