退货服务质量对顾客忠诚与CLV关系的影响研究

发布时间：2018-01-20 17:13

本文关键词： 顾客忠诚 CLV 顾客赢利性服务质量退货服务　出处：《广东工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：顾客忠诚很早就被证明是企业盈利能力的根本动力之一,它同样适用于电子商务经营。在竞争激烈的网络购物市场中,我们看到市场营销者以忠诚的顾客为基础夺取市场份额,本研究评述了忠诚与赢利性之间的关系,即忠诚效应。为了更深入理解顾客忠诚的赢利性,研究引入测量顾客赢利性的重要指标——CLV,通过实证分析探究顾客忠诚与赢利性的关系。然而,随着互联网商务的兴起为消费者和网络零售商提供了极大的便利和机遇,消费者退货问题也日益突出,产品退货成为了网络零售企业最大的运营挑战之一。在实践中,优质的退货服务质量意味着企业能更进一步管理顾客关系,加强顾客忠诚,进而为企业带来潜在的盈利。因此,顾客忠诚与CLV的关系影响受到退货服务质量的调节作用。本研究通过回顾顾客忠诚、顾客终身价值、服务质量、产品退货等领域的重要成果,确定以态度忠诚、行为忠诚为顾客忠诚的测量维度,以溢价能力、购买行为、口碑推荐、保留成本降低为CLV的测量维度,并以退货服务质量为调节变量,构建顾客忠诚与CLV关系的概念模型,并提出10个研究假设。针对研究假设,本研究以淘宝网、京东商城、当当网、唯品会、美团网等5家网络零售企业的顾客为调查对象,设计调查问卷。通过运用结构模型方程、层次回归分析等方法探究顾客忠诚与CLV的关系,然后进一步分析退货服务质量对两者关系的调节作用,对研究假设加以验证。研究结果表明,态度忠诚对溢价能力、保留成本降低都存在显著的正向效应,对口碑推荐行为没有产生显著性影响：行为忠诚对购买行为和口碑推荐存在显著的正向效应；并且,退货服务质量对态度忠诚与溢价能力、保留成本降低的关系存在显著的正向效应,对行为忠诚与购买行为的关系同样存在显著的正向效应,而对购买行为与口碑推荐行为的效应假设没有通过检验。最后,针对研究成果,提出相应的顾客忠诚管理启发,并表明营销管理者应将退货服务质量作为顾客忠诚管理的重要部分及提高企业盈利的重要方式。此外,指出研究中存在的局限性,以及这些局限性为未来的研究提供了可能的理论视角。
[Abstract]:Customer loyalty has long been proved to be one of the fundamental driving forces of corporate profitability. It is also applicable to e-commerce. In the competitive online shopping market. We see that marketers take market share on the basis of loyal customers. This study reviews the relationship between loyalty and profitability, namely loyalty effect, in order to better understand the profitability of customer loyalty. This paper introduces CLV, an important measure of customer profitability, to explore the relationship between customer loyalty and profitability through empirical analysis. With the rise of Internet commerce for consumers and online retailers to provide great convenience and opportunities, consumer return problem is also increasingly prominent. Product return has become one of the biggest operational challenges for online retailing enterprises. In practice, quality return service quality means that enterprises can further manage customer relations and strengthen customer loyalty. Therefore, the relationship between customer loyalty and CLV is regulated by the quality of return service. This study reviews customer loyalty, customer lifetime value, service quality. Product return and other important achievements, determine attitude loyalty, behavior loyalty as the measurement dimension of customer loyalty, with premium ability, purchase behavior, word-of-mouth recommendation, retention costs reduced to the measurement dimension of CLV. Taking the quality of return service as the adjusting variable, this paper constructs a conceptual model of the relationship between customer loyalty and CLV, and puts forward 10 research hypotheses. In view of the research hypotheses, this study takes Taobao, JingDong Mall, Dangdang. VIPSHOP, Meituan and other customers of five online retail enterprises as the object of investigation, designed a questionnaire. Through the use of structural model equation, hierarchical regression analysis and other methods to explore the relationship between customer loyalty and CLV. Then it further analyzes the effect of the quality of return service on the relationship between them and verifies the hypothesis. The results show that attitude loyalty has a significant positive effect on the ability of premium and the reduction of retention cost. The behavior of word-of-mouth recommendation has no significant influence: the behavior loyalty has significant positive effect on the purchase behavior and the word-of-mouth recommendation; Moreover, the quality of return service has significant positive effect on attitude loyalty and premium ability, and on the relationship between behavior loyalty and purchase behavior, as well as on the relationship between behavior loyalty and purchase behavior. However, the hypothesis of the effect of purchasing behavior and word-of-mouth recommendation behavior has not passed the test. Finally, in view of the research results, the corresponding inspiration of customer loyalty management is put forward. It also shows that marketing managers should regard the quality of return service as an important part of customer loyalty management and an important way to improve the profitability of enterprises. In addition, the limitations of the research are pointed out. And these limitations provide a possible theoretical perspective for future research.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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