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1、山西財(cái)經(jīng)大學(xué)碩士學(xué)位論文基于顧客體驗(yàn)的顧客信任與顧客忠誠(chéng)研究姓名:李高科申請(qǐng)學(xué)位級(jí)別:碩士專業(yè):企業(yè)管理指導(dǎo)教師:邰苧20120516摘要在體驗(yàn)經(jīng)濟(jì)的背景下,體驗(yàn)營(yíng)銷逐漸為人們所重視。顧客在購(gòu)買產(chǎn)品,接受服務(wù)的同時(shí)期望得到美好的體驗(yàn)。為顧客提供有價(jià)值的體驗(yàn),不僅能提高顧客滿意度,還能增強(qiáng)顧客忠誠(chéng)度,最終促進(jìn)顧客忠誠(chéng)的形成?;陬櫩腕w驗(yàn)營(yíng)銷的實(shí)踐意義,以及學(xué)術(shù)界從體驗(yàn)營(yíng)銷的角度來(lái)探討顧客信任與顧客忠誠(chéng)關(guān)系的研究還較少,本文期望通過(guò)在快餐消費(fèi)的實(shí)證研究,探討顧客體驗(yàn)對(duì)顧客信任以及顧客忠誠(chéng)的影響。顧客在消費(fèi)過(guò)程中會(huì)產(chǎn)生各種不同的體驗(yàn),本研究在對(duì)相關(guān)文
2、獻(xiàn)進(jìn)行回顧梳理的基礎(chǔ)上,將顧客體驗(yàn)分為感官體驗(yàn)、情感體驗(yàn)、思維體驗(yàn)、行動(dòng)體驗(yàn)和關(guān)聯(lián)體驗(yàn)五個(gè)維度。為顧客提供美妙的體驗(yàn),對(duì)提高顧客信任,培育忠誠(chéng)顧客有很大的影響。本研究通過(guò)設(shè)計(jì)調(diào)查問(wèn)卷、收集數(shù)據(jù)、分析數(shù)據(jù)的實(shí)證研究,驗(yàn)證了顧客體驗(yàn)、顧客信任和顧客忠誠(chéng)之間的關(guān)系。研究結(jié)果表明:顧客體驗(yàn)對(duì)顧客信任有顯著的影響,而對(duì)顧客忠誠(chéng)的影響作用不盡相同。文章最后,提出了營(yíng)銷管理啟示和未來(lái)的研究方向?!娟P(guān)鍵詞】體驗(yàn)營(yíng)銷顧客體驗(yàn)顧客信任顧客忠誠(chéng)AbstractWiththearrivaloftheeraofexperienceeconomy,experiencema
3、rketingemergesasthetimesrequire.Whencustomersbuyproductsandreceiveservices,theyexpectgettingwellexperience.Providingvaluableexperiencecanimprovethecustomersatisfactionandenhancethecustomerloyalty,thenultimatelypromotestheformationofcustomerloyalty.Asstudingcustomexperiencema
4、rketinghaspracticalsingificanceandtheacademiccirclesisfewaboutcustomerexperience,customertrustandcustomerloyalty,thispaperwantstostudytherelationshipbetweencustomertrustandcustomerloyaltybasedoncustomerexperiencemarketing.Avarietyofdifferentexperiencewillbeproducedintheproce
5、ssofconsumption.Andbasedonreviewingrelateddocuments,customerexperienceisdividedintofivedimensionofsensory,emotion,experience,thinking,actionandrelationship.Providingwonderfulcustomerexperiencecanimprovecustomertrustandbehelpfulforcultivatecustomerloyalty.Throughtheempiricalr
6、esearchofdesigningthequestionnaire,collectionandanalysising1hedata,thispaperverifiestherelationshipbetweencustomertrustandcustomerloyaltybasedoncustomerexperience,.Theresultsshowthat:thecustomerexperiencehavesignificantinfluenceoncustomertrust,buttheeffectisdifferentoncustom
7、loyalty.Finally,thepaperputsforwardmarketingmanagerialimplicationsandthedirectionoffutureresearch.[KeyWords]experiencemarketingcustomerloyaltycustomerexperiencecustomertrustIV基于顧客體驗(yàn)的顧客信任與顧客忠誠(chéng)研究1緒論1.1研究背景與意義1.1.1研究背景人類從農(nóng)業(yè)經(jīng)濟(jì)走到制造經(jīng)濟(jì),再走到服務(wù)經(jīng)濟(jì),之后將面對(duì)體驗(yàn)經(jīng)濟(jì)。農(nóng)業(yè)經(jīng)濟(jì)以農(nóng)業(yè)來(lái)主導(dǎo)經(jīng)濟(jì),制造經(jīng)濟(jì)以制造業(yè)來(lái)主導(dǎo)經(jīng)濟(jì),服
8、務(wù)經(jīng)濟(jì)以服務(wù)來(lái)主導(dǎo)經(jīng)濟(jì)。經(jīng)濟(jì)發(fā)展的不同階段分別圍繞不同的主題來(lái)進(jìn)行,體驗(yàn)經(jīng)濟(jì)的提出預(yù)示著經(jīng)濟(jì)的未來(lái)將以體驗(yàn)為主導(dǎo)。體驗(yàn)營(yíng)銷伴隨著體驗(yàn)經(jīng)濟(jì)的提出而提出。