功能沙发顾客满意度理论与实证研究

发布时间：2018-01-07 15:13

本文关键词：功能沙发顾客满意度理论与实证研究　出处：《南京林业大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,功能沙发市场在我国有了快速的发展,许多软体企业纷纷增加了功能沙发品类,意图分割这块蛋糕。如今,顾客已经成为企业间竞争的重要资源,越来越多的企业将重心放在了维持、保留和吸引顾客上,因为只有抢得了顾客资源才能够提升企业的核心竞争力,才能使产品保持高的市场占有率。然而企业需要顾客保持高的忠诚度,就需要注重顾客满意度的管理,在这样的背景下,如何构建系统的、成熟的和可操作性强的功能沙发产品顾客满意度模型和对应的测评指标体系就成为一个亟需研究的问题。本文首先分析了功能沙发顾客满意度研究的重要性,并总结整理了国内外顾客满意度的相关研究。其次,分析了功能沙发市场现状和顾客的消费行为。然后在学习经典顾客满意度模型的基础上构建了功能沙发产品顾客满意度结构模型、测评指标体系和试验模型。最后,设计出功能沙发产品顾客满意度调查问卷,以L品牌功能沙发顾客为调查对象,对试验模型进行了探索性研究,运用统计分析法、结构方程模型等方法检验了数据的信度和指标合理性。从而得到了以下有价值的结论:(1)探索性模型检验合理,最终模型可以作为功能沙发产品顾客满意度的测评模型。(2)选取的8个潜在变量和31个观测变量高度拟合模型,信度和共同度均大于0.7,可作为功能沙发产品顾客满意度测评的指标依据。(2)探索性研究发现,功能沙发的顾客群主要为34-45岁,平均月收入3000-5000的企业一般职工,且以女性居多;消费者偏爱的是手动皮质功能沙发。(3)顾客对形象的满意度为一般到较高之间;产品达到顾客期望的程度为较高;顾客对产品的感知价值为较高,其中,服务质量感知满意度最高,功能使用质量感知满意度最低;顾客的总体满意度为一般到较高之间,顾客忠诚度不太大或对品牌的忠诚还未形成。
[Abstract]:In recent years, sofa Market in the rapid development of our country, many software enterprises have increased the function of the sofa category, intention of the pie is divided. Now, the customer has become an important resource of competition among enterprises, more and more enterprises will focus on maintaining, retain and attract customers, because only grab the customer resources to enhance the core competitiveness of enterprises, in order to make the products to maintain a high market share. However, enterprises need to maintain a high customer loyalty, we need to pay attention to the management of customer satisfaction, in this context, how to construct the system, mature and operable function sofa products customer satisfaction model and the corresponding the evaluation index system has become an urgent problem. This paper firstly analyzes the importance of customer satisfaction sofa function, and to summarize the domestic and foreign customer Related research on satisfaction. Secondly, analyzes the functional sofa Market Status and customer's consumer behavior. Then based on learning the classic customer satisfaction model is constructed on the sofa products customer satisfaction model, evaluation index system and model test. Finally, design function of sofa products customer satisfaction questionnaire to L brand function the sofa customer survey, conducted an exploratory study on the test model, using statistical analysis method, structural equation modeling and other methods to test the data reliability and rationality index to obtain the following valuable conclusions: (1) exploratory model test is reasonable, the final model can be used as the evaluation model of customer satisfaction function sofa products. (2) a total of 8 latent variables and 31 variables height fitting model, reliability and common degree is greater than 0.7, can be used as functional sofa products customer satisfaction Based on the evaluation index. (2) study found that sofa customer base is mainly 34-45 years old, the average monthly income of the general staff of 3000-5000 enterprises, and mostly women; consumer preference is the manual cortex sofa. (3) customer satisfaction on the image of the general to higher products reached; the high degree of customer expectation; customer perceived value of product is high, the highest quality of service, perceived satisfaction, perceived quality function using the lowest satisfaction; overall customer satisfaction is generally high, customer loyalty is not too large or loyal to the brand has not yet formed.

【学位授予单位】：南京林业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.88;F713.55

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