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1、大連理工大學(xué)碩士學(xué)位論文大型超市品牌形象對(duì)顧客忠誠(chéng)影響的實(shí)證研究姓名:林波申請(qǐng)學(xué)位級(jí)別:碩士專業(yè):企業(yè)管理指導(dǎo)教師:易學(xué)東20091201大連理工大學(xué)碩士學(xué)位論文摘要隨著大型超市在我國(guó)的建立與發(fā)展,大型超市面臨的市場(chǎng)競(jìng)爭(zhēng)激烈。為了在競(jìng)爭(zhēng)中占據(jù)有利地位,大型超市品牌化建設(shè)越來(lái)越重要,因?yàn)榱己玫钠放菩蜗笫瞧髽I(yè)的無(wú)形資產(chǎn),能給企業(yè)帶來(lái)豐厚的利潤(rùn)。本文旨在探討大型超市作為一個(gè)企業(yè)品牌,其品牌形象對(duì)感知價(jià)值、顧客滿意與顧客忠誠(chéng)的影響,進(jìn)而對(duì)大型超市管理者提供管理參考與借鑒。本文首先回顧了品牌形象、感知價(jià)值、顧客滿意與顧客忠誠(chéng)的相關(guān)理論;然后基于前人的研究,結(jié)合我國(guó)大型超市
2、的特點(diǎn),提出本文的研究模型與假設(shè),開(kāi)發(fā)量表。從大型超市品牌形象的角度出發(fā),論述了品牌形象各個(gè)維度對(duì)感知價(jià)值、顧客滿意與顧客忠誠(chéng)的影響,感知價(jià)值對(duì)顧客滿意、忠誠(chéng)的影響,以及顧客滿意對(duì)顧客忠誠(chéng)的影響。本研究以大連市區(qū)的大型超市為研究對(duì)象,對(duì)大連地區(qū)消費(fèi)者進(jìn)行問(wèn)卷調(diào)查,采用非概率抽樣調(diào)查法,共發(fā)放問(wèn)卷203份,有效問(wèn)卷186份。運(yùn)用統(tǒng)計(jì)軟件SPSSll.0與LISREL8.70進(jìn)行描述性分析、因子分析、相關(guān)分析和回歸分析。得出以下結(jié)論:大型超市品牌形象由服務(wù)、產(chǎn)品、購(gòu)物環(huán)境、交通便利性、促銷(xiāo)和聲譽(yù)6個(gè)維度構(gòu)成;購(gòu)物環(huán)境、交通便利性對(duì)感知價(jià)值、顧客滿意和顧客忠誠(chéng)都有顯著
3、正向影響;產(chǎn)品和服務(wù)對(duì)顧客滿意、顧客忠誠(chéng)有顯著正向影響;促銷(xiāo)和聲譽(yù)對(duì)感知價(jià)值有顯著正向影響。感知價(jià)值對(duì)顧客滿意和忠誠(chéng)均有顯著正向影響。顧客滿意對(duì)顧客忠誠(chéng)有顯著正向影響。關(guān)鍵詞:品牌形象;顧客感知價(jià)值;顧客滿意;顧客忠誠(chéng);大型超市大型超市品牌形象對(duì)顧客忠誠(chéng)影響的實(shí)證研究AnEmpiricalStudyoftheEffectofBrandImageonCustomerLoyaltyAbstractWiththeestablishmentanddevelopmentofthesupermarketsinChina,supermarketsfaceintensemark
4、etcompetition.InordertooccupyafaVorablepositioninthecompetition.theconstructionofthesupermarketbrandimagebecomesmoreandmoreimportant,becauseofgoodbrandimage嬲theintangibleaSsetsfortheenterprises.Canbringhugeprofitstothem.Thisarticleaimedtoexplorethesupermarkets,豳acorporatebrand,itsbra
5、ndimageeffectingonthevariablesofperceivedvalue,customersatisfactionandcustomerloyalty.ThusthemanagersofthesupermarketsCangainsomemanagementinformationandreference.First,thispaperreviewedtherelatedtheoriesaboutbrandimage,perceivedvalue,customersatisfactionandcustomerloyaltybefore.Seco
6、nd,baSedonpreviousshldies,combinedwinlthecharacteristicsofChinesesupermarkets,itWaSproposedthisstudy’SmodelandaSsumptionsandhadbeendevelopedascale.Thisarticlehaddiscussedtheeffectof6dimentionsofbrandimageonperceivedvalue,customersatisfactionandcustomerloyalty,theeffectofperceivedvalu
7、eoncustomersatisfactionandcustomerloyalty,andtheeffectofcustomersatisfactiononcustomerloyalty.111isresearchregardedthesupermarketsinDalianurbanareaastheresearchobjection,hadsurveyedthecustomersinDalianurbanareabynon-probabilitysamplesurveymethod,withtotal203questionnaires,186validque
8、stionnaires.