商店形象对顾客感知价值、顾客满意的影响研究

发布时间：2018-05-01 17:03

本文选题：大型超市 + 商店形象　；参考：《西北大学》2010年硕士论文

【摘要】： 从20世纪90年代中后期以来,我国大型超市进入高速增长阶段。我国加入WTO后,外商在华投资逐年增长,越来越多的外资超市进驻中国,给我国的大型超市带来了先进的经营理念和经验,同时也对其形成冲击,带来了巨大的竞争压力。如何创造顾客满意,培养顾客忠诚,增强企业的竞争力,成为企业关心的问题。本文从商店形象这一角度,研究其对顾客满意的影响机制,具有重大意义。为了研究商店形象对顾客满意的影响机制,笔者对商店形象和顾客满意相关文献进行整合和分析,引入顾客感知价值这一中介变量,探讨商店形象如何通过顾客感知价值影响顾客满意。在借鉴前人研究成果的基础上,建立本文的研究框架,提出研究假设,并根据研究框架及相关假设,设计问卷进行调研。本研究以西安市大型超市的顾客为调研对象,收回208份有效问卷,运用SPSS 17.0软件对收集到得数据进行分析,验证研究假设。通过实证研究,基本上验证了本研究的构思,主要结论有：商店形象中商品特性、服务、环境氛围和广告促销这四个维度是影响顾客感知价值和顾客满意的重要因子,便利性维度对顾客感知价值及顾客满意没有显著影响；商店形象的四个维度均对顾客感知价值有显著的正向影响,其中,服务对顾客感知价值的影响最大,其次为商品特性、广告促销和环境氛围,便利性维度对顾客感知价值的影响较小,未能进入回归方程,故将其忽略；商店形象的四个维度均对顾客满意有显著的正向影响,其中,服务维度对顾客满意的影响最大,其次为环境氛围、商品特性、广告促销,与对顾客感知价值的影响相同,便利性维度对顾客满意的影响较小未能进入回归方程,故将其忽略；顾客感知价值对顾客满意有显著的正向影响,并且顾客感知价值在商店形象与顾客满意的关系中存在显著的中介作用,即商店形象通过顾客感知价值对顾客满意具有显著的正向作用；不同性别和月收入的顾客对各变量的认知没有显著差异,不同年龄的顾客对所提供服务的认知存在显著差异,不同受教育程度的顾客对服务、便利及顾客感知价值的认知存在显著差异。本文研究商店形象对顾客满意的影响机制,提出的针对性的管理建议,对商业企业通过形象完善提高顾客满意度具有一定的参考价值。
[Abstract]:Since the middle and late 1990's, China's large supermarkets have entered a high-speed growth stage. After China's entry into WTO, foreign investment in China has increased year by year, and more and more foreign supermarkets are stationed in China, which has brought advanced management idea and experience to large supermarkets in our country, at the same time, it has also formed an impact on it and brought great competitive pressure. How to create customer satisfaction, cultivate customer loyalty, enhance the competitiveness of enterprises, become the concern of enterprises. It is of great significance to study the influence mechanism of store image on customer satisfaction. In order to study the influence mechanism of store image on customer satisfaction, the author integrates and analyzes the relevant literature on store image and customer satisfaction, and introduces customer perceived value as an intermediary variable. This paper discusses how store image affects customer satisfaction through customer perceived value. Based on the previous research results, this paper establishes the research framework, puts forward the research hypothesis, and designs a questionnaire according to the research framework and related assumptions. In this study, the customers of large supermarkets in Xi'an were investigated, 208 valid questionnaires were collected, and the collected data were analyzed by using SPSS 17.0 software to verify the hypothesis of the research. The main conclusions are as follows: the four dimensions of store image, such as commodity characteristics, service, environmental atmosphere and advertising promotion, are important factors affecting customer perceived value and customer satisfaction. Convenience dimension has no significant impact on customer perceived value and customer satisfaction; the four dimensions of store image have significant positive impact on customer perceived value, among which, service has the greatest impact on customer perceived value, followed by commodity characteristics. Advertising promotion and environmental atmosphere, convenience dimension has little impact on customer perceived value, so it is ignored because of its failure to enter the regression equation; the four dimensions of store image have significant positive impact on customer satisfaction, among which, the four dimensions of store image have a significant positive impact on customer satisfaction, among which, 4 dimensions of store image have significant positive effects on customer satisfaction. The influence of service dimension on customer satisfaction is the biggest, followed by environmental atmosphere, commodity characteristics, advertising promotion, and the impact on customer perceived value is the same. Customer perceived value has a significant positive impact on customer satisfaction, and customer perceived value plays a significant intermediary role in the relationship between store image and customer satisfaction. That is, store image has a significant positive effect on customer satisfaction through customer perceived value; there are no significant differences in the cognition of each variable among different gender and monthly income customers, but there are significant differences in the cognition of service provided by customers of different ages. There are significant differences in the perception of service, convenience and customer perceived value among the customers with different levels of education. This paper studies the influence mechanism of store image on customer satisfaction, and puts forward some pertinent management suggestions, which has certain reference value for commercial enterprises to improve customer satisfaction through image improvement.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F274;F721

【引证文献】