品牌信任、顾客满意及关系承诺

发布时间：2018-03-12 23:11

本文选题：品牌信任　切入点：顾客满意　出处：《中国流通经济》2015年03期 　论文类型：期刊论文

【摘要】：基于消费者认知与情感层面,可从消费者与品牌的互动关系入手,将品牌信任划分为转移信任、经验信任两种类型。数据分析表明,对品牌信任的这种新划分存在于消费者与品牌的交互过程之中,不仅具有合理性,而且具有深远的理论意义。数据拟合分析结果表明,转移信任对顾客满意的直接作用非常明显,转移信任能够引起顾客满意,同时顾客满意对经验信任的作用也非常强,顾客满意能够导致经验信任。关系承诺与顾客满意度及经验信任之间存在因果关系,但也会受到其他因素影响,因此即使消费者对品牌产品满意或获得了经验上的信任,也不一定会长期使用或推荐某个品牌的产品。鉴于此,为更好地建立、发展并保持消费者与企业间的长期关系,改善品牌管理方面存在的不足,企业要适时调整营销战略与策略。一要重视消费者转移信任的建立,关注实质的产品质量与服务,关注顾客需求,为顾客解决消费过程中出现的问题,通过建立企业品牌信任,提高顾客满意度;二要培养具备专业知识的业务人员,为消费者提供准确而有价值的产品信息,赢得消费者信任,强化企业与消费者之间的关系,维持企业与顾客之间的长久关系;三要选择有效的途径进行品牌传播,举办吸引消费者参与的活动等,从建立品牌信任开始进行新产品、新品牌的市场开拓。
[Abstract]:Based on consumer cognition and emotion, brand trust can be divided into two types: transfer trust and empirical trust. This new division of brand trust exists in the process of interaction between consumers and brands, which is not only reasonable, but also has profound theoretical significance. The direct effect of transferring trust on customer satisfaction is very obvious. Transfer trust can cause customer satisfaction, and customer satisfaction has a very strong effect on empirical trust. Customer satisfaction can lead to empirical trust. There is a causal relationship between relationship commitment and customer satisfaction and empirical trust, but it is also affected by other factors, so even if the consumer is satisfied with the brand product or has gained empirical trust, Nor is it necessarily necessary to use or recommend a brand's product for a long time. In view of this, there are shortcomings in brand management to better establish, develop and maintain long-term relationships between consumers and businesses, Enterprises should adjust marketing strategies and strategies in good time. First, they should pay attention to the establishment of consumers' transfer trust, pay attention to the quality and service of products, pay attention to customer needs, solve the problems in the process of consumption for customers, and establish brand trust for enterprises. Improve customer satisfaction; second, train professional professionals to provide consumers with accurate and valuable product information, win consumer trust, strengthen the relationship between enterprises and consumers, Thirdly, we should choose effective ways to spread the brand, organize activities to attract consumers, and start with new products and new brand market development from building brand trust.
【作者单位】：无锡职业技术学院经济管理学院;东华大学旭日工商管理学院;
【基金】：国家社科基金项目“区际产业转移及其对区域经济关系的影响”(项目编号:10BJL044) 教育部人文社会科学项目“新型城镇化进程中农村转移劳动力职业教育研究”(项目编号:14YJC880118) 江苏省高校哲学社会科学基金项目“消费者对碳标签食品的认知及支付意愿研究”(项目编号:2013SJB6300092)的研究成果之一
【分类号】：F274;F273.2

【参考文献】