中文摘要：

如何获得顾客忠诚是营销管理的核心问题之一，本文结合消费系统和多属性分析的视角对于顾客忠诚的形成机制进行了探讨。首先，本文提出同时结合产品满意和服务满意考察顾客忠诚的必要性。其次，本文将满意与忠诚的关系由线性拓展到非线性。最后，作者从多属性的角度分析了影响产品满意和服务满意的具体属性，并提出了管理建议。

英文摘要：

To gain customer loyalty is vital for successful marketing management. This study integrates the perspectives of consumption system and multi-attribute approach to investigate the formation of customer loyalty. The authors propose that research on customer loyalty should take both product satisfaction and service satisfaction into consideration. This study further examines the possible existence of a nonlinear relationship between satisfaction and loyalty,in addition to the traditionally examined linear relationship. Based on the multi-attribute approach, this study examines specific attributes that determine product satisfaction and service satisfaction.