企业顾客间互动对顾客再惠顾意愿的影响研究

发布时间：2018-01-08 10:01

本文关键词：企业顾客间互动对顾客再惠顾意愿的影响研究　出处：《华南理工大学》2016年硕士论文　论文类型：学位论文

【摘要】：近年来,随着我国市场经济的快速发展,我国部分企业开始实现由单纯商品加工到开发产品附加价值的产业转型,越来越多的企业开始意识到建立良好的顾客关系对促进企业发展的积极影响。市场经济下,企业在发展新客户的同时也应当关注自身口碑的建立,保证老顾客的再惠顾,提高自身市场竞争力。顾客再惠顾意愿作为衡量顾客对产品认可程度和再购买行为的重要指标,一直以来都得到了服务型企业的重点关注。当前我国,多数企业仍然将服务接触的重点放在,消费者与服务人员、消费者与企业的互动上。但是,在实际消费过程中,顾客间的互动有着更加频密的发生次数、对再惠顾意愿的影响更为广泛。例如:在同一家餐厅用餐的食客、参加同一旅行团的旅行者等使用公共商业环境进行消费的顾客,都可能产生一定程度的互动。由于顾客间互动的研究开始时间较晚,现阶段对于变量的理论研究还有不足,顾客间互动的影响因素及影响过程还属于探究过程,课题比较新颖。在此情况下,本文将充分了解三个变量的特性,构建“顾客间互动——体验价值——再惠顾意愿”理论框架。在已有研究和理论框架的指导下,采用文献综述法及问卷调查法进行实证研究,以某家通信运营企业的460名用户为被试,进行分层随机抽样调查。通过问卷星网站完成问卷的编制、发放、收集以及初步的统计,并将原始数据导入SPSS20.0软件,利用软件对本次研究所收集到的数据进行筛选、分析,在完成问卷的信度分析、效度分析及各变量维度间的相关关系探究后,得到以下结论:(1)顾客体验价值分按递进层次分为四个维度,顾客间互动对四个维度有着不同影响。(2)在体验的视角下,顾客体验价值与顾客再惠顾意愿存在影响,顾客体验价值的四个维度都与顾客再惠顾意愿有联系。(3)在价值体验的基础上,联系顾客间互动与顾客再惠顾关系,表达出顾客间互动对顾客再惠顾意愿的影响。验证顾客体验价值在两者间起到沟通桥梁的作用,帮助理清两者间关系。
[Abstract]:In recent years, with the rapid development of China's market economy, some enterprises in China began to realize the industrial transformation from simple commodity processing to the development of value-added products. More and more enterprises begin to realize the positive impact of establishing good customer relationship on the development of enterprises. Under the market economy, enterprises should pay attention to the establishment of their own reputation while developing new customers. To ensure the re-patronage of old customers, improve their own market competitiveness. Customer re-patronage will as a measure of the degree of recognition of products and re-purchase behavior of the important indicators. Service enterprises have been the focus of attention. At present, most enterprises still focus on service contact, consumer and service personnel, consumer and enterprise interaction. However. In the actual consumption process, the interaction between customers has a more frequent occurrence, and has a wider impact on the willingness to re-patronize. For example, diners eating in the same restaurant. Travelers who join the same tour group and other customers who use the public business environment to consume may have a certain degree of interaction due to the late start of the study of customer interaction. At the present stage of the theoretical study of variables there are still shortcomings. The influencing factors and processes of customer interaction still belong to the process of inquiry and the subject is relatively novel. In this case this paper will fully understand the characteristics of the three variables. Under the guidance of existing research and theoretical framework, the empirical research is carried out by literature review method and questionnaire method. Taking 460 users of a communication operation enterprise as the subjects, a stratified random sampling survey was conducted. The questionnaire was compiled, distributed, collected and preliminary statistics were collected through the questionnaire star website. And the original data into the SPSS20.0 software, using the software to screen the data collected in this study, analysis, in the completion of the questionnaire reliability analysis. After the validity analysis and the correlation between the variables, the following conclusion is drawn: 1) customer experience value is divided into four dimensions according to the progressive level. Customer interaction has different effects on the four dimensions. (2) from the perspective of experience, customer experience value and customer re-patronage will have an impact. The four dimensions of customer experience value are all related to customer repatronage intention. (3) on the basis of value experience, the relationship between customer interaction and customer re-patronage is linked. The effect of customer interaction on customer repatronage will be expressed, and customer experience value can act as a bridge between the two to help clarify the relationship between them.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274

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