银联国际在蒙古国的顾客满意度影响因素研究

发布时间：2018-03-23 05:00

本文选题：银联国际　切入点：品牌形象　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：目前银联国际在蒙古国越来越受到欢迎,市场需求增长迅速。本研究将服务质量的相关理论与蒙古国实际情况相结合,通过对银联国际在蒙古国的顾客满意度的研究,为银联国际更好地服务于蒙古国顾客提供有针对性的建议。本文根据相关理论研究成果,结合蒙古国实际情况,建立了关于银联国际在蒙古国的顾客满意度影响因素的研究模型,并提出了研究假设。本文采用问卷调研方式,收集了蒙古国银联国际的顾客对银联国际的满意度的一手数据,进而对这些数据进行了实证分析。本文以SPSS16.0为主要分析软件,对样本数据的信度和效度进行了分析,同时还对数据进行了主成分分析、相关性分析以及回归分析来检验相关研究假设。研究结果表明:首先,影响预期服务质量的因素有很多,但其中品牌形象显著影响着预期服务质量。其次,顾客感知服务质量对顾客满意度具有正的显著性影响,对顾客满意度影响最大的因素是感知服务质量的响应性,其次是感知服务质量的移情性。而品牌形象和预期服务质量的响应性、移情性、安全性并不能显著影响顾客满意度。最后本文根据研究结果提出了相关建议。
[Abstract]:At present, UnionPay International is becoming more and more popular in Mongolia, and the market demand is growing rapidly. This study combines the theory of service quality with the actual situation of Mongolia, through the research on the customer satisfaction of UnionPay International in Mongolia. In this paper, according to the relevant theoretical research results, combined with the actual situation of Mongolia, This paper establishes a research model on the influencing factors of UnionPay International's customer satisfaction in Mongolia, and puts forward the research hypotheses. This paper collects the primary data of the satisfaction degree of UnionPay International to UnionPay International by questionnaire survey. In this paper, the reliability and validity of the sample data are analyzed with SPSS16.0 as the main analysis software, and the principal component analysis of the data is also made. Correlation analysis and regression analysis to test the relevant research hypotheses. The results show that: first, there are many factors that affect the expected service quality, but the brand image has a significant impact on the expected service quality. Customer perceived quality of service has a positive and significant impact on customer satisfaction, and the most important factor affecting customer satisfaction is the responsiveness of perceived quality of service. Secondly, perceived empathy of service quality, and brand image and expected quality of service responsiveness, empathy, security can not significantly affect customer satisfaction.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F831

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