旅游企业营销道德与顾客忠诚关系实证研究

发布时间：2018-06-29 03:11

本文选题：旅游企业 + 营销道德　；参考：《天津财经大学》2014年硕士论文

【摘要】：20世纪60年代,西方经济得到发展,与此同时,企业间的市场竞争也开始加剧。企业为了在激励的竞争环境下,赢得更多的顾客,开始采取一些不正当的竞争方式,出现了许多损害消费者利益的不道德行为。这是国外学者对营销道德研究的开始。一直到20世纪90年代,由于我国经济的迅速发展,企业面临着国内、国外企业的双重竞争压力。在这种压力下,我国企业在营销过程中出现了许多不道德的现象。这种现象也引起了我国学者的关注,开始重视企业营销道德的研究。我国学者对营销道德的研究主要集中在企业营销道德的定量化测评指标的构建以及我国企业营销道德缺失的表现、成因和对策的研究。而对企业营销道德与消费者行为间关系的研究文献却很少。由于目前我国市场上企业的营销不道德行为屡见不鲜,严重损害了我国消费者的利益,也扰乱了我国市场的有序健康发展。而旅游企业由于其产品的特殊性,消费者不能先体验后购买,信息的严重不对称性,使消费者的利益更容易受到企业营销不道德行为的影响。而且,有数据显示我国投诉案件中有关旅行社投诉数量在逐年增长。由此可知,企业营销不道德行为已经引起了消费者的严重不满,抱怨情绪强烈。多数学者也证明了顾客满意对顾客忠诚度的重要作用,而顾客忠诚是当代企业得以生存和发展的关键因素。本文通过对营销道德、顾客满意和顾客忠诚的相关文献进行梳理研究,提出了本文营销道德与顾客忠诚关系的模型,并基于学者对顾客满意与顾客忠诚关系的相关研究成果,引入顾客满意变量做为模型的中间变量。并提出相应假设,进行实证研究。本文最后得出结论：企业营销道德各因子不仅通过顾客满意正向影响顾客忠诚,而且除了营销道德中的公平竞争因子外,其它各因子对顾客忠诚有直接影响。最后,本文为提高企业营销道德建设提出相关政策建议。
[Abstract]:In the 1960 s, the western economy developed, meanwhile, the market competition between enterprises began to intensify. In order to win more customers in the competitive environment of incentive, enterprises begin to adopt some unfair competition methods, and many immoral behaviors have appeared which harm the interests of consumers. This is the beginning of the study of marketing ethics by foreign scholars. Until the 1990s, due to the rapid development of our economy, enterprises are facing the double competitive pressure of domestic and foreign enterprises. Under this kind of pressure, our country enterprise appeared many immoral phenomena in the marketing process. This phenomenon has also aroused the attention of Chinese scholars, began to attach importance to the study of corporate marketing ethics. The research of marketing morality in our country mainly focuses on the construction of quantitative evaluation index of enterprise marketing morality and the research on the expression, cause and countermeasure of the lack of enterprise marketing morality in our country. However, there are few researches on the relationship between marketing ethics and consumer behavior. At present, the marketing immoral behavior of enterprises in our country is common, which seriously damages the interests of our consumers and disturbs the orderly and healthy development of our market. However, because of the particularity of its products, the consumers can not first experience and then buy, and the serious asymmetry of information makes the interests of consumers more vulnerable to the immoral behavior of enterprise marketing. Moreover, some data show that the number of related travel agency complaints is increasing year by year. From this, the enterprise marketing immoral behavior has caused the consumer's serious dissatisfaction, complains the mood to be strong. Most scholars have also proved that customer satisfaction plays an important role in customer loyalty, and customer loyalty is the key factor for the survival and development of modern enterprises. Based on the research on the related literature of marketing ethics, customer satisfaction and customer loyalty, this paper puts forward a model of the relationship between marketing ethics and customer loyalty, and based on the research results of scholars on the relationship between customer satisfaction and customer loyalty. The customer satisfaction variable is introduced as the intermediate variable of the model. And put forward the corresponding assumptions, empirical research. Finally, this paper draws a conclusion that the factors of corporate marketing ethics not only positively affect customer loyalty through customer satisfaction, but also have direct influence on customer loyalty except the fair competition factor in marketing ethics. Finally, this paper puts forward the relevant policy suggestions for improving the enterprise marketing ethics construction.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F592.6

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