小型服装零售店铺感知价值对顾客忠诚度的影响研究

发布时间：2018-03-08 01:16

本文选题：服装零售　切入点：小型店铺　出处：《浙江理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着中国经济水平的突飞猛进,各行各业的竞争也日趋激烈。服装行业之间的竞争主要以终端零售店铺的角逐形式为主。除了品牌零售专卖店之间的竞争外,小型服装零售店铺的竞争发展也同样不可忽视,它在服装市场的发展有着举足轻重的地位。根据笔者在《中华人民共和国国家工商行政管理总局》上的数据整合发现,即1980年至今,所登记在册的小型服装零售店铺的总数已从两万家左右迅速增长到四十万余家,占整个服装行业的39%。与大工业时代不同的是,当今的市场格局已经发生了根本性的变化,由卖方市场为中心转向以买方市场为中心。如何与消费者建立并维系一种长期紧密的关系,从而在激流勇进的市场环境中脱颖而出,是小型服装零售店铺生存所面临的重要问题,顾客忠诚度研究由此应运而生。影响顾客忠诚的因素有很多,其中提高顾客感知价值是小型服装零售店铺提高竞争优势的重要途径。关于感知价值与顾客忠诚度的研究,在学术界已不胜枚举,但是对小型服装零售店铺感知价值与顾客忠诚度之间的关系的研究却屈指可数。本文以晓晓服装零售店铺的顾客为主要研究对象,根据Fornell模型、ACIS模型、MeDougall模型和Zeithaml提出的顾客感知价值与顾客购买模型来研究小型服装零售店铺的感知价值;结合本人所经营的晓晓小型服装零售店铺的实际情况,整合出本文的理论模型,即影响小型服装零售店铺顾客忠诚度的四大感知价值:产品价值、服务价值、体验价值和文化价值。本文主要从以下四个方面对研究内容进行阐述:首先,通过文献研究得出小型服装零售店铺感知价值的前置变量,顾客忠诚度的形成机制,忠诚度的影响因素,忠诚度的表现。同时提出本论文的研究模型——小型服装零售店铺感知价值的四个衡量维度,即产品价值、服务价值、体验价值、文化价值,作为本文研究的根基。其次,从行为忠诚和情感忠诚两个方面对小型服装零售店铺的忠诚度进行了分析,进一步提出了四个衡量指标:口碑传播、重复购买、溢价支付和新品追随;中间媒介顾客满意则采用总体评价衡量方式。随后组建属于小型服装零售店铺的概念模型:顾客感知价值-顾客满意-顾客忠诚。再次,采用深度访谈和文献研究相结合的方式构建《小型服装零售店铺感知价值与顾客忠诚度的测量量表》;通过使用SPSS软件对收集的问卷进行统计和分析,得到影响小型服装零售店铺顾客感知价值的前置变量,从而验证所有的前置变量;分别总结各前置变量影响因素与顾客忠诚的关系,比较各组路径系数之间的差异,检测模型适配性,并分析人口统计学变量的差异。最后,用感知价值的四个衡量维度评估晓晓服装零售店铺的顾客忠诚度情况,根据这些因素为该店铺制定相对应的营销企划和策略来提升顾客的忠诚度,同时为全国小型服装零售店铺的发展提供借鉴作用。
[Abstract]:With the rapid development of Chinese economy, all walks of life are also increasingly fierce competition. The competition between the major apparel industry to compete for the terminal retail form. In addition to brand retail competition, small and medium-sized clothing retail competition development also can not be ignored, it has a pivotal position in the clothing market development. According to the data integration in the "People's Republic of China State Administration for Industry and Commerce on 1980 >, so far, the total number of small and medium-sized clothing retail stores registered from the two or so rapidly increased to more than four hundred thousand, accounting for the entire garment industry 39%. and the industrial age is different, the market structure has been changed basically, from the seller's market to buyer's market as the center to center. How consumers establish and maintain a long-term close The relationship, thus in the torrent of talent shows itself in the market environment, is an important problem in small shops are facing, the research on customer loyalty which came into being. There are many factors affecting customer loyalty, improve customer perceived value is a small clothing retail store to enhance the competitive advantage of an important way. The research on perceived value and customer loyalty in the academic circles, but has a study on the relationship between be too numerous to enumerate, small shops perceived value and customer loyalty is rare. This paper Xiao Xiao clothing retail store customers as the main object of study, according to the Fornell model, ACIS model, MeDougall model and Zeithaml proposed the customer perceived value and customer purchase model to study the small clothing retail perceived value; combined with the actual situation of my business Xiao Xiao small clothing retail shops Situation, the integration of the theoretical model, the effects of the four small shops perceived value and customer loyalty: product value, service value, experience value and cultural value. This paper mainly from the following four aspects of the research content in this paper: firstly, antecedent variables through literature research obtains the small shops of perceived value. The formation mechanism of customer loyalty, loyalty factors influence loyalty. At the same time put forward four dimensions of small shops perceived value model of this paper, namely the product value, service value, experience value, cultural value, as the foundation of this research. Secondly, from the behavior loyalty and emotion two loyalty, loyalty to the small shops are analyzed, put forward four measures: word-of-mouth, repeat purchase, premium payment and new products Follow; intermediary customer satisfaction with the overall evaluation measure. The conceptual model followed by the formation of clothing retail shops are small: customer perceived value customer satisfaction customer loyalty. Thirdly, the construction of small clothing retail "scale > store perceived value and customer loyalty with depth interview and literature research combination; statistics and analysis by using SPSS software to collect the questionnaire, antecedent variables influence the small clothing retail customer perceived value, in order to verify the front all variables; summarize the relationship between pre variable factors and customer loyalty, the difference between each path coefficient, detection model matching, and analyze the difference demographic variables. Finally, the situation of customer loyalty, perceived value of the four dimensions evaluation Xiao Xiao clothing retail stores, according to the result In order to improve the loyalty of the customers, it provides a reference for the development of small clothing retail stores in the country.

【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.86;F274

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