發(fā)布時間：2018-05-29 14:03

  本文選題：感知質(zhì)量 + 顧客忠誠��； 參考：《南京財經(jīng)大學(xué)》2013年碩士論文

【摘要】：20世紀(jì)80年代初，中國汽車市場逐漸開放，眾多國外汽車品牌涌入中國，國內(nèi)品牌也隨之發(fā)展壯大。盡管我國已是汽車產(chǎn)銷大國，但是我國不是汽車產(chǎn)銷強(qiáng)國。衡量汽車品牌在消費(fèi)者心中的價值并不能單純依靠銷量指標(biāo)決定，本文期望通過對汽車品牌感知質(zhì)量的文獻(xiàn)梳理和國內(nèi)外不同汽車品牌的感知得分比較，探討消費(fèi)者實際感知質(zhì)量對顧客忠誠度的影響，構(gòu)建評價我國汽車品牌的感知指標(biāo)體系，通過構(gòu)建模型和量化指標(biāo)找到國內(nèi)汽車與國外汽車品牌的差距。 本文選取了以價格為標(biāo)準(zhǔn)的同檔次汽車品牌（分別是大眾帕薩特2011款1.8TSI DSG御尊版、大眾高爾夫2012款2.0TSI GTI、上汽榮威9502012款2.4L豪華版和上汽MG72010款1.8T自動加長豪華版）為調(diào)研樣本對象，通過梳理相關(guān)研究文獻(xiàn)，總結(jié)消費(fèi)者感知質(zhì)量的影響因素；通過對我國汽車行業(yè)專家進(jìn)行訪談?wù){(diào)查，以文獻(xiàn)綜述及實證分析結(jié)果為依據(jù)，構(gòu)建了評價我國汽車品牌的感知質(zhì)量量表，驗證了汽車品牌感知質(zhì)量模型的可行性，運(yùn)用SPSS17.0的相關(guān)關(guān)系分析，得出汽車品牌感知質(zhì)量的不同維度——有形性、可靠性、響應(yīng)性、保證性、移情性與顧客忠誠的相關(guān)系數(shù)分別是0.789、0.715、0.654、0.701、0.796，均顯示為較強(qiáng)的正相關(guān)關(guān)系，通過多元回歸分析得出汽車行業(yè)移情性對顧客忠誠的影響最大，響應(yīng)性對顧客忠誠的影響最小。另外，筆者走訪了大量4S店有針對性地進(jìn)行了消費(fèi)者問卷調(diào)查，，消費(fèi)者打分結(jié)果顯示無論是國內(nèi)品牌或者國外品牌，感知質(zhì)量維度下的移情性得分均為最低，說明大部分消費(fèi)者對此最不滿意；通過對大眾帕薩特、大眾高爾夫、上汽榮威、上汽名爵四個品牌的比較研究分析，我們可以得知國外汽車品牌的總體消費(fèi)者感知質(zhì)量高于國內(nèi)品牌，國內(nèi)品牌在可靠性、移情性等方面仍然落后于國外品牌。 本文結(jié)合研究結(jié)果，針對我國自主汽車品牌的發(fā)展現(xiàn)狀，提出了增強(qiáng)本土品牌形象和顧客忠誠的對策建議,研究結(jié)果為我國本土汽車品牌的發(fā)展提供了理論依據(jù)。
[Abstract]:In the early 1980s, China's automobile market gradually opened, and many foreign automobile brands poured into China. Although China is a big country in automobile production and marketing, China is not a powerful country in automobile production and marketing. The value of automobile brand in the consumer's heart can not be determined by the sales index alone. This paper looks forward to comparing the perceived quality of automobile brand and the perception score of different automobile brands at home and abroad through combing the literature on the perceived quality of automobile brand. This paper probes into the influence of consumers' actual perceived quality on customer loyalty, constructs a perceptual index system to evaluate China's automobile brands, and finds out the gap between domestic and foreign automobile brands by constructing models and quantitative indicators. This paper selects the same grade automobile brands based on price (VW Passat 2011 1.8TSI DSG Royal Edition, Volkswagen Golf 2012 2.0TSI GTI, SAIC Rongwei 9502012 2.4L luxury Edition and SAIC MG72010 1.8T Auto-lengthening luxury Edition) as the research sample. Through combing the relevant research literature, summarize the influencing factors of consumer perceived quality; through the interview of Chinese auto industry experts, based on the literature review and empirical analysis results, The perceived quality scale is constructed to evaluate the automobile brand in China, and the feasibility of the model is verified. By using the correlation analysis of SPSS17.0, the different dimensions of perceived quality of automobile brand are obtained: tangible, reliability and responsiveness. The correlation coefficients of assurance, empathy and customer loyalty are 0.778 9 / 0. 715 ~ 0. 654 / 0.701 / 0. 796, respectively, showing a strong positive correlation. By multiple regression analysis, it is concluded that empathy has the greatest influence on customer loyalty and responsiveness has the least impact on customer loyalty. In addition, the author visited a large number of 4S stores targeted to conduct consumer surveys, consumer scoring results show that whether domestic or foreign brands, perceived quality dimension of empathy score is the lowest, This shows that most consumers are most dissatisfied with this; through comparative research and analysis of the four brands of Volkswagen Passat, Volkswagen Golf, SAIC Roewe and SAIC Nomenclature, We can know that the overall consumer perception quality of foreign automobile brands is higher than that of domestic brands, and domestic brands still lag behind foreign brands in terms of reliability and empathy. Based on the research results, this paper puts forward some countermeasures and suggestions to enhance the local brand image and customer loyalty in view of the present situation of the development of domestic automobile brands. The research results provide a theoretical basis for the development of domestic automobile brands in China.
【學(xué)位授予單位】：南京財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.471;F274

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本文編號：1951140