商店形象、顾客满意度与忠诚度关系的实证研究被引量：26

An Empirical Reseach of the Relationship among Store Image,Customer Satisfaction and Customer Loyalty

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摘要商店形象的构成要素如何影响顾客满意度和忠诚度,一直是国外学术界关注的热点。本文以长沙市6家大型连锁超市为研究对象,采取拦截访问的随机调查方式,实证研究了商店形象、顾客满意度与忠诚度之间的关系。研究发现,商店形象中的商品陈列、商品质量、员工服务、商品品种和商品价格是影响顾客满意度的重要因子,而硬件设施和购物环境对顾客满意度的影响很小;影响顾客满意度的因子(如商品陈列和商品质量)对顾客忠诚度的影响很小,而对顾客满意度影响很小的因子(如促销活动和交通便利)却对顾客忠诚度的影响较大;顾客满意对顾客忠诚产生显著的直接正向影响。 Outlay, after-sale service, performance of employees, merchandise variety and price are important factors to influence customer satisfaction. Both of facility and environment have no significant relationship with customer satisfaction. The factors which influence customer satisfaction greatly has no significant relationship with customer loyalty. The factors which do not influence satisfaction, such as promotion and transport convenience, influence customer loyalty greatly. Customer satisfaction has a significant positive influence on customer loyalty.

作者周文辉陈晓红

机构地区中南大学商学院

出处《预测》 CSSCI 2008年第5期27-32,37,共7页 Forecasting

关键词商店形象顾客满意度顾客忠诚度实证研究 store image customer satisfaction customer loyalty empirical research

分类号 F713.50 [经济管理—市场营销]

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参考文献18

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