百货商店的服务体验对消费者忠诚度的影响研究

发布时间：2018-03-11 05:02

  本文选题：百货商店　切入点：服务体验　出处：《上海对外经贸大学学报》2017年05期 　论文类型：期刊论文

【摘要】：在电子商务的冲击下,实体百货商店面临着严峻的竞争压力。改善服务环节、增加顾客体验成为传统百货商店提升商业竞争力的主要战略。论文基于服务营销与体验营销理论,将服务体验分为购物环境、产品体验、售后服务和人员服务四个维度,构建了百货商店服务体验影响消费者忠诚度的概念模型。论文采用实地发放问卷为主、网络问卷为辅的方法,收集了一手数据对模型进行了实证分析。结果表明百货商场的服务体验对消费者满意度和忠诚度具有显著影响。传统百货企业有必要针对消费者的行为偏好,适度增加服务体验以应对电子商务的挑战。
[Abstract]:Under the impact of electronic commerce, physical department stores are facing severe competitive pressure. Improving service links and increasing customer experience are the main strategies for traditional department stores to enhance their business competitiveness. This paper is based on the theory of service marketing and experiential marketing. The service experience is divided into four dimensions: shopping environment, product experience, after-sales service and personnel service. Online questionnaire as a supplementary method, The empirical results show that the service experience of department stores has a significant impact on consumer satisfaction and loyalty. It is necessary for traditional department stores to focus on consumers' behavior preferences. Appropriately increase the service experience to meet the challenges of e-commerce.
【作者单位】： 上海大学悉尼工商学院;
【分类号】：F274;F721
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本文编号：1596676