汽车品牌感知质量及对顾客忠诚影响研究

发布时间：2018-05-29 14:03

本文选题：感知质量 + 顾客忠诚　；参考：《南京财经大学》2013年硕士论文

【摘要】：20世纪80年代初，中国汽车市场逐渐开放，众多国外汽车品牌涌入中国，国内品牌也随之发展壮大。尽管我国已是汽车产销大国，但是我国不是汽车产销强国。衡量汽车品牌在消费者心中的价值并不能单纯依靠销量指标决定，本文期望通过对汽车品牌感知质量的文献梳理和国内外不同汽车品牌的感知得分比较，探讨消费者实际感知质量对顾客忠诚度的影响，构建评价我国汽车品牌的感知指标体系，通过构建模型和量化指标找到国内汽车与国外汽车品牌的差距。本文选取了以价格为标准的同档次汽车品牌（分别是大众帕萨特2011款1.8TSI DSG御尊版、大众高尔夫2012款2.0TSI GTI、上汽荣威9502012款2.4L豪华版和上汽MG72010款1.8T自动加长豪华版）为调研样本对象，通过梳理相关研究文献，总结消费者感知质量的影响因素；通过对我国汽车行业专家进行访谈调查，以文献综述及实证分析结果为依据，构建了评价我国汽车品牌的感知质量量表，验证了汽车品牌感知质量模型的可行性，运用SPSS17.0的相关关系分析，得出汽车品牌感知质量的不同维度——有形性、可靠性、响应性、保证性、移情性与顾客忠诚的相关系数分别是0.789、0.715、0.654、0.701、0.796，均显示为较强的正相关关系，通过多元回归分析得出汽车行业移情性对顾客忠诚的影响最大，响应性对顾客忠诚的影响最小。另外，笔者走访了大量4S店有针对性地进行了消费者问卷调查，，消费者打分结果显示无论是国内品牌或者国外品牌，感知质量维度下的移情性得分均为最低，说明大部分消费者对此最不满意；通过对大众帕萨特、大众高尔夫、上汽荣威、上汽名爵四个品牌的比较研究分析，我们可以得知国外汽车品牌的总体消费者感知质量高于国内品牌，国内品牌在可靠性、移情性等方面仍然落后于国外品牌。本文结合研究结果，针对我国自主汽车品牌的发展现状，提出了增强本土品牌形象和顾客忠诚的对策建议,研究结果为我国本土汽车品牌的发展提供了理论依据。
[Abstract]:In the early 1980s, China's automobile market gradually opened, and many foreign automobile brands poured into China. Although China is a big country in automobile production and marketing, China is not a powerful country in automobile production and marketing. The value of automobile brand in the consumer's heart can not be determined by the sales index alone. This paper looks forward to comparing the perceived quality of automobile brand and the perception score of different automobile brands at home and abroad through combing the literature on the perceived quality of automobile brand. This paper probes into the influence of consumers' actual perceived quality on customer loyalty, constructs a perceptual index system to evaluate China's automobile brands, and finds out the gap between domestic and foreign automobile brands by constructing models and quantitative indicators. This paper selects the same grade automobile brands based on price (VW Passat 2011 1.8TSI DSG Royal Edition, Volkswagen Golf 2012 2.0TSI GTI, SAIC Rongwei 9502012 2.4L luxury Edition and SAIC MG72010 1.8T Auto-lengthening luxury Edition) as the research sample. Through combing the relevant research literature, summarize the influencing factors of consumer perceived quality; through the interview of Chinese auto industry experts, based on the literature review and empirical analysis results, The perceived quality scale is constructed to evaluate the automobile brand in China, and the feasibility of the model is verified. By using the correlation analysis of SPSS17.0, the different dimensions of perceived quality of automobile brand are obtained: tangible, reliability and responsiveness. The correlation coefficients of assurance, empathy and customer loyalty are 0.778 9 / 0. 715 ~ 0. 654 / 0.701 / 0. 796, respectively, showing a strong positive correlation. By multiple regression analysis, it is concluded that empathy has the greatest influence on customer loyalty and responsiveness has the least impact on customer loyalty. In addition, the author visited a large number of 4S stores targeted to conduct consumer surveys, consumer scoring results show that whether domestic or foreign brands, perceived quality dimension of empathy score is the lowest, This shows that most consumers are most dissatisfied with this; through comparative research and analysis of the four brands of Volkswagen Passat, Volkswagen Golf, SAIC Roewe and SAIC Nomenclature, We can know that the overall consumer perception quality of foreign automobile brands is higher than that of domestic brands, and domestic brands still lag behind foreign brands in terms of reliability and empathy. Based on the research results, this paper puts forward some countermeasures and suggestions to enhance the local brand image and customer loyalty in view of the present situation of the development of domestic automobile brands. The research results provide a theoretical basis for the development of domestic automobile brands in China.
【学位授予单位】：南京财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.471;F274

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