移动通信客户品牌体验对品牌忠诚的影响机制研究

发布时间：2018-01-18 08:25

本文关键词：移动通信客户品牌体验对品牌忠诚的影响机制研究　出处：《暨南大学》2012年博士论文　论文类型：学位论文

【摘要】：对移动通信市场竞争格局分析结果表明，重组后通信行业的竞争更加激烈，移动通信行业已逐步进入品牌体验制胜的时代。因此分析移动通信客户品牌体验如何对品牌忠诚产生影响，以及品牌关系和客户价值所起的作用，并根据分析结果采取相应的改进措施是目前行业内最为关注的热点之一。本研究在此背景下产生并展开。本研究以移动通信业的客户为研究对象，设计开发了适合我国移动通信业的品牌体验量表，确定了品牌体验是由感官、认知和行动三维度构成。以此为基础，构建了品牌体验、品牌关系和品牌忠诚之间的概念模型，应用结构方程模型分析表明，感官体验、认知体验、行动体验对品牌关系具有显著的正向效应，品牌关系对品牌忠诚具有明显的正向影响，品牌体验通过品牌关系影响品牌忠诚。接着，选择RFM模型来计算移动通信业的客户价值，并以客户价值为依据将全部客户划分为8类。针对这8类客户，本文应用结构方程多群组分析，发现客户价值是品牌体验对品牌忠诚发挥作用的重要调节变量，并进一步结合DEA超效率模型，深入探讨了品牌体验对品牌忠诚的作用机制产生差异的原因以及改进的建议。本文的研究在理论上为品牌体验相关研究的本土化和行业化作了更加细致深入工作，在实践上为移动通信运营商提升品牌忠诚和客户价值，提供了有益的指导与建议。
[Abstract]:The result of the analysis on the competition pattern of the mobile communication market shows that the competition of the telecom industry is more intense after the reorganization. The mobile communication industry has gradually entered the era of winning brand experience. Therefore, this paper analyzes how the mobile communication customer brand experience has an impact on brand loyalty, and the role of brand relationship and customer value. According to the analysis results, it is one of the most concerned hotspots in the industry to take corresponding improvement measures. In this study, the mobile communication industry customers as the research object, designed and developed a brand experience scale suitable for China's mobile communication industry, determined that brand experience is made up of sensory, cognitive and action three-dimensional. The conceptual model of brand experience, brand relationship and brand loyalty is constructed. The application of structural equation model shows that sensory experience, cognitive experience and action experience have significant positive effects on brand relationship. Brand relationship has a significant positive impact on brand loyalty. Brand experience affects brand loyalty through brand relationship. Then RFM model is selected to calculate the customer value of mobile communication industry. Based on customer value, all customers are divided into 8 categories. For these eight types of customers, this paper applies structural equation multi-group analysis, and finds that customer value is an important adjustment variable of brand experience to brand loyalty. Combined with the DEA super-efficiency model, the reasons of the difference in the mechanism of brand experience to brand loyalty and the suggestions for improvement are discussed. The research of this paper theoretically makes a more detailed and thorough work for the localization and industrization of the related research on brand experience and promotes brand loyalty and customer value for mobile communication operators in practice. Some useful guidance and suggestions are provided.
【学位授予单位】：暨南大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：F626;F274

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