关键词: 消费者满意度测量, 光环效应, 结构方程模型

Abstract: 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.

Key words: customer satisfaction measurement, halo effect, structure equation model