服务品牌权益与顾客终身价值关系研究

发布时间：2018-05-01 08:11

  本文选题：品牌权益 + 顾客再惠顾意愿　； 参考：《南京理工大学》2009年硕士论文

【摘要】： 近年来随着服务经济的快速增长,服务业已成为经济发展的一个重要因素。在服务行业里以市场为导向、以优异的服务质量来吸引顾客在国内服务业界成了主流。大多数服务行业在改进服务的过程中并没有意识到品牌的作用。品牌不仅可以提高产品或服务的知名度,还可以增加顾客的再惠顾次数从而提高顾客终身价值。国内外的相关研究结果表明,强势品牌有助于提高顾客对服务的忠诚度,为企业获得长期竞争优势打下良好的基础。 本研究以超市零售业为例探讨服务业中一个非常重要的问题:服务品牌权益。探讨了品牌权益的维度、顾客终身价值的维度以及品牌权益与顾客终身价值的相互关系。在研究中以顾客再惠顾意愿作为突破口,以品牌权益作为自变量、顾客终身价值作为因变量,探索性的研究品牌权益对顾客终身价值的影响。 为研究上述问题,本研究以郑州市四家大型超市的消费者为研究对象进行问卷调查,并针对237份有效样本进行了定量的数据统计分析,对理论推导部分做出的假设进行了验证,基本验证了品牌权益通过影响顾客再惠顾意愿并最终影响顾客终身价值。主要结论如下: (1)服务品牌权益对顾客再惠顾意愿有显著的正向影响。 (2)顾客再惠顾意愿对顾客终身价值有显著的正向影响。 (3)服务品牌权益对顾客终身价值有影响。
[Abstract]:In recent years , with the rapid growth of the service economy , the service industry has become an important factor in the economic development . In the service industry , the service industry has become the mainstream in the domestic service industry . Most of the service industries have not realized the role of the brand in the process of improving the service . The brand not only can improve the popularity of products or services , but also increase the customer ' s lifetime value . The relevant research results at home and abroad show that the strong brand can help to improve the customer ' s loyalty to the service and lay a good foundation for the enterprise to obtain the long - term competitive advantage .


This paper discusses a very important question in the service industry in the case of supermarket retail . The paper discusses the dimension of brand equity , the dimension of customer ' s lifetime value and the relationship between brand equity and life value of customers .


In order to study the above - mentioned problems , this study investigates the consumer of four major supermarkets in Zhengzhou as the research object , and carries out quantitative data statistical analysis on 237 effective samples , validates the hypothesis of theoretical derivation , and verifies the brand equity through influencing the customer ' s will and ultimately affects the life value of the customer . The main conclusions are as follows :


( 1 ) The service brand equity has a significant positive impact on the customer ' s will .


( 2 ) The customer ' s willingness to patronage has a significant positive impact on the customer ' s lifetime value .


( 3 ) The service brand equity has an impact on the life value of the customer .

【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F274

【引证文献】

中国硕士学位论文全文数据库 前1条

1 杨岑;顾客参与、顾客体验与品牌认同的关系研究[D];浙江大学;2011年

，

本文编号：1828465