店铺形象与服务补救对顾客满意的影响研究

发布时间：2018-05-20 14:24

本文选题：店铺形象 + 服务补救　；参考：《湘潭大学》2015年硕士论文

【摘要】：我国零售业在最近十年来发展迅猛,已占据90%的市场份额,占据着市场的主导地位。它们的优势在于向消费者展示了商品齐全、明码标价、卖场环境舒适以及提供停车位等优良的形象。由于零售业容易形成规模经济,市场进入和退出壁垒比较低,其面临的竞争压力比较大,零售业已经成为典型的微利行业。在大数据时代的冲击下,电子商务开始争夺实体零售店铺的市场份额。为了适应生存环境逐步恢复增长动力,以服务为导向的零售商业需要根据自身的特点做出调整,并实现不断创新,提供优质的服务,提高顾客的满意。因为服务的本质特性决定着服务失误的不可避免,恰当的服务补救不可或缺。那么,如何实施服务补救和保持良好的店铺形象,以提高顾客的满意,让零售企业获取更多的利润,是本文研究的重点所在。本文采用理论与实践相结合的方法,构建与阐释了店铺形象、服务补救对顾客满意的影响机制理论。本文通过问卷调查的方法收集了关于湖南省三大知名零售实体店铺的店铺形象、服务补救和顾客满意三个变量的数据,并用实证分析方法探讨了店铺形象和服务补救对顾客满意的影响问题。经过对相关文献和理论的整理、归纳,以及对调研数据的统计分析,本文得到了以下四个结论:(1)店铺形象是一个整体的概念,它主要由店铺的总体特征、商品特征、服务特征、价格特征以及环境和气氛特征五个维度构成。店铺形象对顾客满意有正向显著作用;(2)恰当的服务补救能够弥补由于服务失误所导致的不良后果,服务补救的内容可分为财物补救、精神补救、处理时间和人员态度四个方面。恰当的财物和精神补救、及时处理顾客抱怨和好的人员态度能够提高顾客的满意;(3)良好的店铺形象和恰当的服务补救对顾客满意的影响有共同促进作用;(4)消费者的性别、受教育程度和可支配收入对顾客满意没有显著的影响。本文的创新之处在于:修正了对店铺形象的测量维度,构建了店铺形象与服务补救对顾客满意的影响机制模型;并选择湖南省内的3家零售店铺,实证检验了不同的店铺形象与服务补救对顾客满意的影响,研究结论对其它零售企业开展营销活动具有一定的参考价值。
[Abstract]:China's retail industry has developed rapidly in the last ten years, accounting for 90% of the market share and dominating the market. They have the advantage of showing consumers a complete range of products, clearly marked prices, a comfortable environment and a good image of providing parking spaces. Because the retail trade is easy to form the scale economy, the market entry and exit barrier is relatively low, its competition pressure is relatively big, the retail trade has already become the typical small profit industry. Under the impact of big data era, e-commerce began to compete for the market share of retail stores. In order to adapt to the living environment and gradually restore the growth power, the service-oriented retail business needs to make adjustments according to its own characteristics, and to achieve continuous innovation, provide high-quality services, and improve customer satisfaction. Because the essential characteristic of service determines the inevitable of service failure, proper service remedy is indispensable. So, how to implement the service remedy and maintain a good store image, in order to improve customer satisfaction, let the retail enterprises to obtain more profits, is the focus of this study. By combining theory with practice, this paper constructs and explains the influence mechanism of store image and service remedy on customer satisfaction. This paper collects the data of three famous retail stores in Hunan Province, such as store image, service remedy and customer satisfaction. The influence of store image and service remedy on customer satisfaction is discussed by empirical analysis. Through the collation, induction and statistical analysis of the relevant documents and theories, this paper draws the following four conclusions: 1) the store image is a whole concept, which mainly consists of the overall characteristics of the store, the commodity characteristics, the service characteristics, The price characteristic and the environment and the atmosphere characteristic five dimensions constitute. Store image has a positive and significant effect on customer satisfaction. (2) proper service remedy can make up for the adverse consequences caused by service failure. The content of service remedy can be divided into four aspects: property remedy, mental remedy, processing time and personnel attitude. Proper property and mental remedies, timely handling of customer complaints and good personnel attitudes can improve customer satisfaction. 3) good store image and proper service remedies have a common promoting effect on customer satisfaction. Education level and disposable income have no significant effect on customer satisfaction. The innovation of this paper lies in: modifying the measurement dimension of store image, constructing the model of influence mechanism of store image and service remedy on customer satisfaction, and selecting three retail stores in Hunan province. The effect of different store image and service remedy on customer satisfaction is tested empirically. The conclusion has some reference value for other retail enterprises to carry out marketing activities.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F724.2

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