婚纱消费情感影响因素及其与顾客满意关系实证研究
发布时间：2018-10-18 21:06
【摘要】：在市场经济条件下,顾客对企业提供的产品或服务是否满意是企业的生存和发展的决定性因素。自从Cardozo在1965年首次在营销学中将顾客满意的观点引入消费研究领域以来,对于消费者行为的研究一直是许多学者和企业实践工作者关注的热点。在随后的研究中学者发现顾客的消费过程不仅仅是一个认知过程,还是一个情感的体验过程。这引起学者们对消费情感研究的兴趣,并逐渐重视消费情感在顾客满意形成中的重要作用。本文旨在通过对婚纱消费情感影响因素及其作用机制的研究,为婚纱经营企业管理者提出相应营销建议。 本文在感性消费时代背景下,对国内外学者关于消费情感测量维度及其对顾客满意作用的理论进行文献综述的基础上,结合婚纱消费者的特点,对消费情感的测量维度进行分析梳理,通过实证分析对引入消费情感的期望不一致模型进行验证,最终得到了基于婚纱消费者的消费情感模型,并对实证结果进行分析说明。研究显示：消费情感影响因素包括人员服务、服务环境、营销活动和产品属性四个维度,消费情感划分为正面消费情感和负面消费情感两个维度；正面消费情感对顾客满意有显著正向影响,负面消费情感对顾客满意有显著负向影响；在期望不一致模型中消费情感是期望不一致对顾客满意的中介变量。 本文研究使顾客对消费情感的测量更加科学合理和具有可操作性,在对模型实证分析和假设检验的基础上,为婚纱经营企业提出了相应的建议：情感营销,利用消费者的情感需求整合营销策略；提高服务人员的服务质量；管理者要将消费情感纳入决策范围。
[Abstract]:Under the condition of market economy, whether the customer is satisfied with the product or service provided by the enterprise is the decisive factor for the survival and development of the enterprise. Since Cardozo first introduced the viewpoint of customer satisfaction into the field of consumer research in 1965, the research on consumer behavior has been a hot topic for many scholars and enterprise practitioners. In the subsequent study, scholars found that the consumer consumption process is not only a cognitive process, but also an emotional experience process. This has aroused scholars' interest in the study of consumer emotion and gradually attached importance to the important role of consumer emotion in the formation of customer satisfaction. The purpose of this paper is to put forward the corresponding marketing suggestions for the managers of wedding dress management enterprises through the study of the influencing factors of wedding dress consumption emotion and the mechanism of its action. Based on the literature review of domestic and foreign scholars' theories on the measurement of consumer emotion and its effect on customer satisfaction, this paper combines the characteristics of wedding dress consumers under the background of perceptual consumption era. The measurement dimension of consumer emotion is analyzed and combed through empirical analysis to verify the expectation inconsistent model which introduces consumer emotion. Finally the consumer emotion model based on wedding dress is obtained and the empirical results are analyzed and explained. The research shows that: the influencing factors of consumer emotion include four dimensions: personnel service, service environment, marketing activities and product attributes, and consumer emotion is divided into two dimensions: positive consumer emotion and negative consumer emotion; Positive consumer emotion has a significant positive impact on customer satisfaction, negative consumer emotion has a significant negative impact on customer satisfaction; in the expectation inconsistent model, consumer emotion is the intermediary variable of expectation inconsistent to customer satisfaction. This paper makes the measurement of consumer emotion more scientific, reasonable and operable. On the basis of empirical analysis and hypothesis test of the model, this paper puts forward some corresponding suggestions for the wedding dress business: emotional marketing, Using consumers' emotional needs to integrate marketing strategies; to improve the service quality of service personnel; managers should bring consumer emotion into the decision-making range.
【学位授予单位】：大连交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719
本文编号：2280362
[Abstract]:Under the condition of market economy, whether the customer is satisfied with the product or service provided by the enterprise is the decisive factor for the survival and development of the enterprise. Since Cardozo first introduced the viewpoint of customer satisfaction into the field of consumer research in 1965, the research on consumer behavior has been a hot topic for many scholars and enterprise practitioners. In the subsequent study, scholars found that the consumer consumption process is not only a cognitive process, but also an emotional experience process. This has aroused scholars' interest in the study of consumer emotion and gradually attached importance to the important role of consumer emotion in the formation of customer satisfaction. The purpose of this paper is to put forward the corresponding marketing suggestions for the managers of wedding dress management enterprises through the study of the influencing factors of wedding dress consumption emotion and the mechanism of its action. Based on the literature review of domestic and foreign scholars' theories on the measurement of consumer emotion and its effect on customer satisfaction, this paper combines the characteristics of wedding dress consumers under the background of perceptual consumption era. The measurement dimension of consumer emotion is analyzed and combed through empirical analysis to verify the expectation inconsistent model which introduces consumer emotion. Finally the consumer emotion model based on wedding dress is obtained and the empirical results are analyzed and explained. The research shows that: the influencing factors of consumer emotion include four dimensions: personnel service, service environment, marketing activities and product attributes, and consumer emotion is divided into two dimensions: positive consumer emotion and negative consumer emotion; Positive consumer emotion has a significant positive impact on customer satisfaction, negative consumer emotion has a significant negative impact on customer satisfaction; in the expectation inconsistent model, consumer emotion is the intermediary variable of expectation inconsistent to customer satisfaction. This paper makes the measurement of consumer emotion more scientific, reasonable and operable. On the basis of empirical analysis and hypothesis test of the model, this paper puts forward some corresponding suggestions for the wedding dress business: emotional marketing, Using consumers' emotional needs to integrate marketing strategies; to improve the service quality of service personnel; managers should bring consumer emotion into the decision-making range.
【学位授予单位】：大连交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719
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