消费者满意度测量中的光环效应

以中国铁路客运服务为研究对象，采用问卷调查的方法，证实了在消费满意度实际测量中光环效应存在的客观性，并验证了消费者满意度测量中同样存在总体印象和显著维度两种光环效应。进一步研究发现，无论上述哪种类型光环效应，其影响都是通过对满意度直接影响较大的维度进行传递；因此，企业在改进消费者满意度时，完全可以利用光环效应，通过改进显著维度来弥补其他维度的不足。

The Halo Effect in Customer Satisfaction Measurement

This study utilized Chinese railway customer service as researching object, demonstrated that halo effect is an objective phenomenon, and analyzed General Impression halo effect and Salient Dimension halo effect deeply. As the results presented, the halo effect be transformed through those dimensions that influence the customer satisfaction stronger directly whatever what type of halo effect happened. Therefore, when corporations make a decision to improve their customer satisfaction, they could utilize the halo effect to supply the gap of the other dimensions which process lower quality in nature by improving the salient dimensions.