零售行业忠诚计划服务质量对品牌忠诚的影响机制研究

发布时间：2018-05-30 04:27

本文选题：忠诚计划服务质量 + 关系质量　；参考：《北京理工大学》2015年硕士论文

【摘要】：近几十年来,电子商务的发展使得零售行业的竞争日趋激烈,忠诚计划已经成为零售商最常用的顾客维系方式。并且随着服务经济时代的到来,顾客对产品和服务的追求不再仅停留在物美价廉的层面上,而是越来越注重服务质量以及关系质量的感知。特别是在超市领域,新的超市的出现以及国外超市的涌入使得超市行业的竞争愈加激烈,形成国内外超市共存的竞争格局,这也使得超市企业有必要通过实施和改善忠诚计划来实现顾客维系。相应的,对忠诚计划环境下的服务质量、关系质量以及顾客忠诚的研究也因此成为各界关注的焦点。本文选取了超市行业作为研究对象,在对相关文献进行总结和分析的基础上,结合研究对象的市场特征及服务质量的特点,开发了忠诚计划服务质量的测量量表,构建了有针对性的关系质量和顾客忠诚的评价维度,并引入顾客关系倾向作为调节变量,提出了相应的假设并构建相关的结构模型。随后通过问卷的设计来获取数据,并采用信度分析、效度分析、结构方程模型分析、多因素方差分析等方法对模型及假设进行验证并得出相应结论。研究结果表明:超市行业的忠诚计划服务质量包括计划政策、积分奖励、个性化和沟通质量四个维度,其中积分奖励和沟通质量对关系质量的感知有着显著的正向影响,并且顾客关系倾向能够显著地增强积分奖励对关系质量的影响力度;关系质量对计划忠诚和品牌忠诚的影响也都是显著的,而且对于计划忠诚的正向影响力更强;此外证明了计划忠诚是可以带来品牌忠诚的。基于上述的研究结论,本文对超市行业或者其他相似的零售行业的企业管理者提出了一些管理实践建议,并阐述了本研究的局限性和未来的研究方向。
[Abstract]:In recent decades, with the development of electronic commerce, the competition of retail industry is becoming more and more fierce. Loyalty plan has become the most commonly used customer maintenance mode for retailers. And with the arrival of the service economy era, the customer's pursuit of products and services is no longer just on the level of quality and cheap, but more and more attention to the quality of service and the perception of relationship quality. Especially in the field of supermarkets, the emergence of new supermarkets and the influx of foreign supermarkets make the competition in the supermarket industry more intense, forming the competitive pattern of the coexistence of domestic and foreign supermarkets. This also makes it necessary for supermarket enterprises to implement and improve loyalty programs to achieve customer maintenance. Accordingly, the research on service quality, relationship quality and customer loyalty in loyalty planning environment has become the focus of attention. In this paper, the supermarket industry is selected as the research object. On the basis of summarizing and analyzing the relevant literature, combining the characteristics of market and service quality, the measurement scale of loyalty plan service quality is developed. The evaluation dimension of relationship quality and customer loyalty is constructed, and the customer relationship tendency is introduced as the adjustment variable, and the corresponding assumptions are put forward and the related structural model is constructed. Then the data are obtained by the design of the questionnaire, and the reliability analysis, validity analysis, structural equation model analysis and multivariate variance analysis are used to verify the model and hypothesis and draw the corresponding conclusions. The results show that the service quality of loyalty plan in supermarket industry includes four dimensions: plan policy, score reward, personalization and communication quality, among which the score reward and communication quality have a significant positive impact on the perception of relationship quality. And customer relationship tendency can significantly enhance the impact of reward on relationship quality, relationship quality has a significant impact on plan loyalty and brand loyalty, and the positive impact on plan loyalty is stronger. In addition, it proves that plan loyalty can lead to brand loyalty. Based on the above conclusions, this paper puts forward some practical suggestions to the managers of supermarket industry or other similar retail industries, and expounds the limitations of this study and the future research direction.
【学位授予单位】：北京理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.32

【参考文献】