家电品牌感知质量及对顾客满意影响研究

发布时间：2018-06-09 00:38

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

【摘要】：我国家电市场品牌竞争出现了日益同质化态势，目前我国家电品牌前十名品牌产品销量已经占国内家电总量的百分之九十以上，并且销售前三名的品牌均为本土品牌，基于此有学者认为本土家电品牌价值已经超过了国外家电品牌。但也有学者认为不能仅以销售份额来判定品牌价值，自主研发和消费者感知更为重要，我国本土家电品牌价值在消费者心目中是何种状态，需要一套完整的测评体系以通过顾客的感知评价来进行测定。本文针对消费者感知质量进行满意度测评，通过量化方法界定了目前国内外家电品牌的感知质量以及通过实证研究验证了感知质量量表应用到家电品牌层面的可行性，结合产品的有形属性和无形服务来构建家电品牌感知质量的顾客满意评价体系，利用层次分析法（AHP）给予各层次权重打分，通过实证比较了代表性家电品牌在产品层面的具体指标对顾客满意影响的排序，为本土家电品牌提升品牌价值和顾客满意度提供理论参考和实践指导。本文选取家电行业具有代表性的品牌西门子与海尔的两大家电品牌作为研究对象。通过SPSS等统计软件对两大品牌进行了品牌价值的数量化比较，经过验证得出了家电品牌感知质量的五大维度均对顾客满意有正相关的影响，按照影响权重排序依次为有形性（0.4890）、保证性（0.2016）、可靠性（0.1755）、响应性（0.0922）和移情性（0.0417）,即改造后的感知质量量表能够有效地测量家电品牌产品的感知质量的满意度得分。此外，本研究还将西门子家电和海尔家电两大产品的最终得分进行了对比分析，具体得分为海尔洗衣机4.2159、冰箱4.1712、西门子冰箱4.0541、洗衣机4.0399。分析结果表明，总体来说海尔所代表的本土家电品牌给予顾客的满意感受要高于西门子所代表的国外家电品牌；西门子冰箱所提供的服务感知满意度高于其洗衣机，海尔则是在洗衣机领域要优于冰箱。最后本文还针对具体维度进行了详细的对比分析，发现西门子在除有形性以外的维度中要优于海尔，但是海尔凭借其产品的设计和颇具竞争力的性价比赢得了顾客较高评价。本研究通过定量方法较早地将修正后的SERVQUAL量表引入到家电领域，通过验证其适用性扩大了SERVQUAL量表的使用范围。同时通过对本土家电品牌感知质量的满意度测定得出本土家电品牌与国外家电品牌的具体得分，，为本土家电品牌在品牌推广中发现不足从而扬长避短地发挥自身竞争优势提供了数量化的理论支持。
[Abstract]:Brand competition in the home appliance market of our country has appeared increasingly homogeneity. At present, the sales volume of the top 10 brands of household electrical appliances in our country has already accounted for more than 90% of the total number of domestic household appliances, and the top three brands in sales are all local brands. Based on this, some scholars believe that the value of local home appliance brands has exceeded that of foreign home appliance brands. However, some scholars believe that the brand value can not be judged by the sales share alone. Independent R & D and consumer perception are more important. What is the status of the brand value in the eyes of the consumers? A complete evaluation system is needed to measure customer perception. This paper evaluates consumer perceived quality, defines the perceived quality of domestic and foreign household appliance brands by quantitative method, and verifies the feasibility of applying perceived quality scale to household appliance brand level through empirical research. Combining the tangible attributes of products with intangible services to construct the customer satisfaction evaluation system of the perceived quality of household appliances brands, and using the Analytic hierarchy process (AHP) to give weight to each level, Through the empirical comparison of representative household appliance brands in the product level of specific indicators on customer satisfaction ranking, It provides theoretical reference and practical guidance for local household appliance brands to promote brand value and customer satisfaction. This paper selects Siemens and Haier as the research objects. Through the statistical software SPSS and other statistical software to carry on the quantitative comparison of the brand value of the two brands, it is proved that the five dimensions of the perceived quality of the household appliances brand have positive correlation to customer satisfaction. According to the order of influence weight, the order is tangible (0.4890), assurance (0.2016), reliability (0.1755), responsiveness (0.0922) and empathy (0.0417), that is, the modified perceptual quality scale can effectively measure the satisfaction score of the perceived quality of household appliances brand products. In addition, the final scores of Siemens home appliances and Haier household appliances are compared and analyzed. The specific scores are Haier washing machine 4.2159, refrigerator 4.1712, Siemens refrigerator 4.0541and washing machine 4.0399. The results show that Haier's local home appliance brand gives customers more satisfaction than Siemens' foreign home appliance brand, and Siemens refrigerator provides more service satisfaction than its washing machine. Haier is better than refrigerators in washing machines. At last, this paper makes a detailed comparative analysis of the specific dimensions, and finds that Siemens is superior to Haier in the dimensions other than the tangible. However, Haier has won high praise from customers because of its product design and competitive performance-price ratio. In this study, the modified SERVQUAL scale was introduced into the field of household appliances by quantitative method. The applicability of SERVQUAL is verified to expand the scope of use of SERVQUAL. At the same time, by measuring the satisfaction with the perceived quality of the local home appliance brand, the specific score of the local home appliance brand and the foreign home appliance brand is obtained. It provides quantitative theoretical support for the local household electrical appliance brand to find out the deficiency in brand promotion and to develop its own competitive advantage by taking advantage of its strengths and circumventing its weaknesses.
【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】：F426.6;F274

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