分销服务在零售活动中的作用机制——消费者满意度视角

发布时间：2018-07-12 11:14

本文选题：零售活动 + 分销服务　；参考：《中国流通经济》2017年04期

【摘要】：分销服务是零售企业经营活动的重要组成部分,但对于分销服务在零售活动中的作用尚缺乏系统研究。为更好地了解零售商如何通过提供不同水平的分销服务影响消费者消费行为,可基于分销服务概念和期望失验理论,构造包含分销服务、消费者满意度、购买行为三个变量的理论框架并进行实证检验。研究结果表明,零售商的分销服务可以通过影响消费者满意度来促进消费者单次购买额;消费者购买频次与零售商分销服务水平之间并无显著关联;不同收入阶层的消费者对不同档次、不同业态零售商店偏好不同。为更好地提供优质商品以及与之匹配的分销服务,确保消费者在合意的时间、地点以合意的方式购得所需要的商品,进而提高整体绩效,零售商要进一步提高分销服务水平,提升消费者消费体验,注重零售服务的人本精神,挖掘消费者在每一次购买过程中的消费潜力;要根据消费者对不同分销服务的偏好,采取相应的改进策略;要关注目标消费者收入分布变化,为不同类别的消费者提供不同类型的零售服务。
[Abstract]:Distribution service is an important part of retail business activities, but there is no systematic research on the role of distribution service in retail activities. In order to better understand how retailers influence consumers' consumption behavior by providing different levels of distribution services, based on the concept of distribution services and the theory of expectation failure, we can construct a framework that includes distribution services, consumer satisfaction, and so on. The theoretical framework of the three variables of purchase behavior and empirical test. The results show that the distribution service of retailers can promote the amount of single purchase by influencing consumer satisfaction, and there is no significant correlation between the frequency of consumer purchase and the level of retail distribution services. Consumers of different income groups have different preferences for different grades and different types of retail stores. In order to provide better quality goods and matching distribution services to ensure that consumers buy the goods they need at the right time and place, and thus improve overall performance, retailers need to further improve the level of distribution services, To promote consumer consumption experience, pay attention to the humanistic spirit of retail service, tap consumers' consumption potential in each purchase process, and adopt corresponding improvement strategies according to consumers' preference for different distribution services; Pay attention to the change of target consumer income distribution and provide different types of retail services for different categories of consumers.
【作者单位】：中国人民大学商学院;
【分类号】：F724.2;F274

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