本文選題：品牌權(quán)益 + 顧客再惠顧意愿��； 參考：《南京理工大學(xué)》2009年碩士論文

【摘要】： 近年來隨著服務(wù)經(jīng)濟(jì)的快速增長,服務(wù)業(yè)已成為經(jīng)濟(jì)發(fā)展的一個重要因素。在服務(wù)行業(yè)里以市場為導(dǎo)向、以優(yōu)異的服務(wù)質(zhì)量來吸引顧客在國內(nèi)服務(wù)業(yè)界成了主流。大多數(shù)服務(wù)行業(yè)在改進(jìn)服務(wù)的過程中并沒有意識到品牌的作用。品牌不僅可以提高產(chǎn)品或服務(wù)的知名度,還可以增加顧客的再惠顧次數(shù)從而提高顧客終身價值。國內(nèi)外的相關(guān)研究結(jié)果表明,強(qiáng)勢品牌有助于提高顧客對服務(wù)的忠誠度,為企業(yè)獲得長期競爭優(yōu)勢打下良好的基礎(chǔ)。 本研究以超市零售業(yè)為例探討服務(wù)業(yè)中一個非常重要的問題:服務(wù)品牌權(quán)益。探討了品牌權(quán)益的維度、顧客終身價值的維度以及品牌權(quán)益與顧客終身價值的相互關(guān)系。在研究中以顧客再惠顧意愿作為突破口,以品牌權(quán)益作為自變量、顧客終身價值作為因變量,探索性的研究品牌權(quán)益對顧客終身價值的影響。 為研究上述問題,本研究以鄭州市四家大型超市的消費(fèi)者為研究對象進(jìn)行問卷調(diào)查,并針對237份有效樣本進(jìn)行了定量的數(shù)據(jù)統(tǒng)計(jì)分析,對理論推導(dǎo)部分做出的假設(shè)進(jìn)行了驗(yàn)證,基本驗(yàn)證了品牌權(quán)益通過影響顧客再惠顧意愿并最終影響顧客終身價值。主要結(jié)論如下: (1)服務(wù)品牌權(quán)益對顧客再惠顧意愿有顯著的正向影響。 (2)顧客再惠顧意愿對顧客終身價值有顯著的正向影響。 (3)服務(wù)品牌權(quán)益對顧客終身價值有影響。
[Abstract]:In recent years , with the rapid growth of the service economy , the service industry has become an important factor in the economic development . In the service industry , the service industry has become the mainstream in the domestic service industry . Most of the service industries have not realized the role of the brand in the process of improving the service . The brand not only can improve the popularity of products or services , but also increase the customer ' s lifetime value . The relevant research results at home and abroad show that the strong brand can help to improve the customer ' s loyalty to the service and lay a good foundation for the enterprise to obtain the long - term competitive advantage .


This paper discusses a very important question in the service industry in the case of supermarket retail . The paper discusses the dimension of brand equity , the dimension of customer ' s lifetime value and the relationship between brand equity and life value of customers .


In order to study the above - mentioned problems , this study investigates the consumer of four major supermarkets in Zhengzhou as the research object , and carries out quantitative data statistical analysis on 237 effective samples , validates the hypothesis of theoretical derivation , and verifies the brand equity through influencing the customer ' s will and ultimately affects the life value of the customer . The main conclusions are as follows :


( 1 ) The service brand equity has a significant positive impact on the customer ' s will .


( 2 ) The customer ' s willingness to patronage has a significant positive impact on the customer ' s lifetime value .


( 3 ) The service brand equity has an impact on the life value of the customer .

【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2;F274

【引證文獻(xiàn)】

中國碩士學(xué)位論文全文數(shù)據(jù)庫 前1條

1 楊岑;顧客參與、顧客體驗(yàn)與品牌認(rèn)同的關(guān)系研究[D];浙江大學(xué);2011年

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本文編號：1828465