中国式关系对价格忍耐力的影响研究

发布时间：2018-02-27 12:12

本文关键词： 中国式关系客户忠诚价格忍耐力结构方程模型　出处：《西安工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：在中国文化背景下,中国式关系在商业活动中的作用不可忽视,在人们日常的买卖活动中,研究中国式关系对价格忍耐力的影响,对客户忠诚与价格忍耐力之间的关系的调节作用是非常有必要的。现有的文献更多的是研究客户满意与价格敏感性之间的关系,研究客户忠诚与价格忍耐力之间关系的文献比较少。现存的文献表明客户忠诚与价格忍耐力是正相关的关系,是否在所有的背景下该结论都成立,如果研究中国式关系对客户忠诚与价格忍耐力之间的关系所起的作用,结果又是怎么样的,这些问题都需要进一步探讨。本文在文献阅读与结合实际的基础上,提出了中国式关系对消费者价格忍耐力的影响以及对客户忠诚与客户价格忍耐力之间关系的调节作用模型,选取了美发、健身、美容、餐饮这四种具体的服务型企业为研究背景。通过整理文献与消费者深度访谈形成了调研问卷,通过发放调查问卷的形式进行数据的收集与分析,进而实证检验所提出的理论模型。本文使用结构方程模型对数据进行实证分析,使用的软件为AMOS 17.0。本文的研究结果表明,客户忠诚对价格忍耐力有负向的直接影响,中国式关系对价格忍耐力有负向的直接影响,人情对客户忠诚与价格忍耐力之间的关系有正向的调节作用,感情和信任对客户忠诚与价格忍耐力之间的关系没有明显的调节作用。本文考虑了中国文化背景下的关系的特殊性,研究了中国式关系对消费者价格忍耐力的影响,把中国文化背景下的关系作为调节变量来研究对客户忠诚与客户价格忍耐力之间关系的影响,丰富了客户忠诚与价格忍耐力的研究内容。根据研究结果,企业的服务人员必须准确地把握不同消费群体对中国式关系的认知,处理好与消费者的关系,企业应该提供消费者满意的产品和服务,当产品或服务的价格上调时,企业应该强调产品或服务本身的优点,企业还应该结合价格忍耐力的影响因素,制定合理的价格策略。本文的研究结论为企业提高客户价格忍耐力提供了可供参考的管理建议。
[Abstract]:In the context of Chinese culture, the role of Chinese-style relationships in commercial activities can not be ignored. In people's daily trading activities, the impact of Chinese-style relationships on price tolerance is studied. It is necessary to regulate the relationship between customer loyalty and price tolerance. There are few studies on the relationship between customer loyalty and price tolerance. The existing literature shows that customer loyalty and price tolerance are positively correlated. If we study the effect of Chinese relationship on the relationship between customer loyalty and price tolerance, what are the results? these problems need to be further explored. The influence of Chinese relationship on consumer price tolerance and the model of regulating the relationship between customer loyalty and customer price tolerance are put forward. These four specific service enterprises are the research background. Through the collation of literature and in-depth interviews with consumers to form a survey questionnaire, through the form of questionnaires for data collection and analysis, This paper uses the structural equation model to analyze the data, using AMOS 17.0. the results show that customer loyalty has a negative direct effect on price tolerance. Chinese relationships have a negative direct impact on price tolerance, and human feelings play a positive role in regulating the relationship between customer loyalty and price tolerance. The relationship between customer loyalty and price tolerance is not regulated by emotion and trust. This paper considers the particularity of relationship in Chinese culture and studies the influence of Chinese relationship on consumer price tolerance. The relationship in Chinese culture is used as a regulating variable to study the influence on the relationship between customer loyalty and customer price tolerance, which enriches the research content of customer loyalty and price tolerance. The service personnel of an enterprise must accurately grasp the different consumer groups' understanding of the Chinese-style relationship, handle the relationship with the consumer, and the enterprise should provide the products and services satisfied with the consumers, when the price of the product or service goes up. Enterprises should emphasize the advantages of products or services, and they should combine the influence factors of price tolerance to formulate reasonable price strategy. The conclusion of this paper provides some management suggestions for enterprises to improve customer price tolerance.
【学位授予单位】：西安工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55

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