美发行业顾客参与对顾客忠诚影响的研究

发布时间：2018-05-28 21:57

本文选题：美发行业 + 顾客参与　；参考：《华南理工大学》2013年硕士论文

【摘要】：随着中国经济逐步向“服务型”经济的转变，服务业市场的竞争日益加剧，越来越多的企业意识到顾客参与以及顾客忠诚的价值与重要性，忠诚的顾客能为企业带来最大程度的利润，因此，改善企业与顾客的关系，培养顾客的忠诚度已经成为了现代服务业发展的重大策略之一。此外，许多学者也想通过研究顾客忠诚度的影响因素来为企业营销提供建议，因此本文对顾客参与与顾客忠诚的研究也有学术范畴的意义。国外有关学者已经证明，顾客参与可以提高顾客信任，从而增强顾客的忠诚度，但由于服务业的进入门槛较低，企业与顾客建立的关系并不坚固，只有获得顾客的信任感，才能建立长期并坚固的关系。那么服务业中的顾客参与行为、顾客信任以及顾客忠诚之间会存在怎样的关系呢？本研究就是以我国美发行业为背景，尝试探讨三者之间的影响关系。在现有学者的研究基础上，，本研究将顾客参与划分为事前准备、信息分享、合作行为以及人际互动四个维度，将顾客信任分为能力信任与善意信任两个维度，构建美发行业环境下顾客参与、顾客信任与顾客忠诚之间的影响模型。同时，以美发行业消费为调研对象，对研究假设进行检验。实证结果显示：顾客参与通过顾客信任间接影响顾客忠诚。这为三者之间的关系提供了一种新的解释，最后文本就研究结果对服务企业提供了若干营销建议。
[Abstract]:With the gradual transformation of Chinese economy to "service-oriented" economy, the competition in the service market is becoming more and more intense. More and more enterprises are aware of the value and importance of customer participation and customer loyalty. Loyal customers can bring the most profit to enterprises. Therefore, improving the relationship between enterprises and customers and cultivating customer loyalty has become one of the major strategies for the development of modern service industry. In addition, many scholars also want to study the influencing factors of customer loyalty to provide suggestions for enterprise marketing. Therefore, this paper also has academic significance to the study of customer participation and customer loyalty. Foreign scholars have proved that customer participation can improve customer trust and thus enhance customer loyalty. However, due to the low entry threshold of the service industry, the relationship between enterprises and customers is not strong, only to obtain customer trust, To build a long and strong relationship. What is the relationship between customer participation, customer trust and customer loyalty in the service industry? Based on the background of hairdressing industry in China, this study attempts to explore the relationship between the three. On the basis of existing scholars' research, this study divides customer participation into four dimensions: preparation in advance, information sharing, cooperative behavior and interpersonal interaction, and divides customer trust into two dimensions: ability trust and goodwill trust. The influence model of customer participation, customer trust and customer loyalty in hairdressing industry is constructed. At the same time, taking hairdressing industry consumption as the research object, the research hypothesis is tested. The empirical results show that customer participation indirectly affects customer loyalty through customer trust. This provides a new explanation for the relationship between the three, and the final text provides some marketing suggestions for the service enterprises.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719

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