服务体验对品牌关系影响的实证研究—感知价值的中介作用

发布时间：2018-02-09 21:19

本文关键词： 服务体验品牌关系感知价值中介作用　出处：《安徽财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：品牌关系,是品牌与消费者之间发生互动后的反应。它伴随着品牌而成长,良好的品牌关系是企业重要的无形资产。随着社会的进步与经济的发展,体验经济时代已经来临。企业通过向消费者提供产品和产品服务,创造出令消费者印象深刻的感受,从而提高消费者对商品的重复购买率和品牌忠诚度。体验营销在企业的发展过程中起着越来越重要的作用,而服务体验作为体验营销与品牌管理的结合,在企业品牌关系中地位也越来越重要。企业如何通过创造良好的服务体验来达到提高消费者的品牌忠诚度的目的,成为学术界研究的新兴热点。一些学者对联系服务体验与品牌关系的变量进行研究,比如品牌价值和利益的选择路径、信息来源解码形象等。但是,这些研究主要考虑的是利用服务体验所带来的功能性价值来提升品牌关系,除此之外,品牌关系在很大程度上受到消费者对品牌感知认识的影响。因此,本文在服务体验对品牌关系的影响中引入感知价值这个中介变量,着重论述服务体验对品牌关系的影响过程及其途径,并在此基础之上构建概念模型,并提出相应的研究假设。本研究选取中国知名移动通讯品牌作为研究对象。首先,移动通讯品牌属于服务行业的品牌,具有一定的特殊性,通过对本研究的结果进行验证,来确定在中国的移动通讯品牌乃至整个服务行业领域里,这个理论是否成立。其次,在现代社会,移动通讯品牌提供的服务无处不在,研究进行调查和获取样本数据非常方便。本文通过结构方程模型进行分析,得到以下结论:(1)服务体验对品牌关系有重大积极的影响。(2)服务体验对感知价值有显著的积极影响。(3)感知价值对品牌关系有显著的正面影响。(4)感知价值在品牌的服务体验中起了部分中介效应。本文重点论述的是服务体验对品牌关系的影响过程和原理,将感知价值作为中介变量引入概念模型,明确了在服务通讯品牌行业里,服务体验通过感知价值的中介作用,对消费者的品牌忠诚产生显著影响,进而影响品牌关系。这个发现有助于我们更加深入的理解服务体验与品牌关系之间的影响层次,令我们对影响品牌关系的因素有了更加明确的认识,选取新的视角对服务体验和品牌关系进行研究。研究结果对企业如何增进品牌关系具有一定的现实意义。本研究由于时间、精力等各种方面的原因,依然存在不足之处。首先,本研究选择在校大学生作为数据采集的样本,并不具备普遍的代表性。其次,本研究采用的测试量表并不是特别针对具体服务行业的开发与研究,而是对整个行业的综合开发考量。在将来的研究中,可以对研究方法更进一步的优化,并对服务体验影响品牌关系的其他因素加以更深刻的研究与分析。
[Abstract]:Brand relationship is the reaction of the interaction between brand and consumer. It grows with brand. Good brand relationship is an important intangible asset of enterprise. With the development of society and economy, The era of experience economy has come. By providing products and services to consumers, enterprises create feelings that impress consumers. Experience marketing plays a more and more important role in the development of enterprises, and service experience is the combination of experience marketing and brand management. How to create a good service experience to achieve the purpose of improving consumer brand loyalty, Some scholars study the variables of the relationship between service experience and brand, such as the choice of brand value and interest, information source decoding image, etc. However, These studies mainly consider the use of the functional value brought by the service experience to enhance brand relationships. In addition, brand relationships are largely influenced by consumers' awareness of brand awareness. This paper introduces the intermediary variable of perceived value into the influence of service experience on brand relationship, emphasizes on the process and approach of service experience influencing brand relationship, and builds a conceptual model on this basis. And put forward the corresponding research hypotheses. This research selects the well-known Chinese mobile communication brand as the research object. Firstly, the mobile communication brand belongs to the service industry brand, has certain particularity, through this research result carries on the confirmation, To determine whether this theory holds in China's mobile communication brands and even in the entire service industry. Secondly, in modern society, mobile communication brands provide services everywhere. It is very convenient to investigate and obtain sample data. We get the following conclusion: 1) Service experience has a significant positive impact on brand relationship. 2) Service experience has a significant positive impact on perceived value. 3) perceived value has a significant positive impact on brand relationship. This paper focuses on the process and principle of the influence of service experience on brand relationship. By introducing perceived value as an intermediary variable into the conceptual model, it is clear that in the service communication brand industry, service experience has a significant impact on consumer brand loyalty through the intermediary role of perceived value. This finding helps us to understand the level of influence between the service experience and the brand relationship, and makes us have a clearer understanding of the factors that affect the brand relationship. Choose a new perspective to study the relationship between service experience and brand. The results of the study have a certain practical significance on how to enhance brand relationship. This study still has some shortcomings due to time, energy and other reasons. This study chooses college students as the sample of data collection, which is not universally representative. Secondly, the test scale used in this study is not specifically aimed at the development and research of specific service industries. In the future research, we can further optimize the research methods, and further study and analyze the other factors that influence the brand relationship of the service experience.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2

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