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

【摘要】：我國家電市場品牌競爭出現(xiàn)了日益同質(zhì)化態(tài)勢，目前我國家電品牌前十名品牌產(chǎn)品銷量已經(jīng)占國內(nèi)家電總量的百分之九十以上，并且銷售前三名的品牌均為本土品牌，基于此有學(xué)者認為本土家電品牌價值已經(jīng)超過了國外家電品牌。但也有學(xué)者認為不能僅以銷售份額來判定品牌價值，自主研發(fā)和消費者感知更為重要，我國本土家電品牌價值在消費者心目中是何種狀態(tài)，需要一套完整的測評體系以通過顧客的感知評價來進行測定。本文針對消費者感知質(zhì)量進行滿意度測評，通過量化方法界定了目前國內(nèi)外家電品牌的感知質(zhì)量以及通過實證研究驗證了感知質(zhì)量量表應(yīng)用到家電品牌層面的可行性，結(jié)合產(chǎn)品的有形屬性和無形服務(wù)來構(gòu)建家電品牌感知質(zhì)量的顧客滿意評價體系，利用層次分析法（AHP）給予各層次權(quán)重打分，通過實證比較了代表性家電品牌在產(chǎn)品層面的具體指標對顧客滿意影響的排序，為本土家電品牌提升品牌價值和顧客滿意度提供理論參考和實踐指導(dǎo)。 本文選取家電行業(yè)具有代表性的品牌西門子與海爾的兩大家電品牌作為研究對象。通過SPSS等統(tǒng)計軟件對兩大品牌進行了品牌價值的數(shù)量化比較，經(jīng)過驗證得出了家電品牌感知質(zhì)量的五大維度均對顧客滿意有正相關(guān)的影響，按照影響權(quán)重排序依次為有形性（0.4890）、保證性（0.2016）、可靠性（0.1755）、響應(yīng)性（0.0922）和移情性（0.0417）,即改造后的感知質(zhì)量量表能夠有效地測量家電品牌產(chǎn)品的感知質(zhì)量的滿意度得分。此外，本研究還將西門子家電和海爾家電兩大產(chǎn)品的最終得分進行了對比分析，具體得分為海爾洗衣機4.2159、冰箱4.1712、西門子冰箱4.0541、洗衣機4.0399。分析結(jié)果表明，總體來說海爾所代表的本土家電品牌給予顧客的滿意感受要高于西門子所代表的國外家電品牌；西門子冰箱所提供的服務(wù)感知滿意度高于其洗衣機，海爾則是在洗衣機領(lǐng)域要優(yōu)于冰箱。最后本文還針對具體維度進行了詳細的對比分析，發(fā)現(xiàn)西門子在除有形性以外的維度中要優(yōu)于海爾，但是海爾憑借其產(chǎn)品的設(shè)計和頗具競爭力的性價比贏得了顧客較高評價。 本研究通過定量方法較早地將修正后的SERVQUAL量表引入到家電領(lǐng)域，通過驗證其適用性擴大了SERVQUAL量表的使用范圍。同時通過對本土家電品牌感知質(zhì)量的滿意度測定得出本土家電品牌與國外家電品牌的具體得分，，為本土家電品牌在品牌推廣中發(fā)現(xiàn)不足從而揚長避短地發(fā)揮自身競爭優(yōu)勢提供了數(shù)量化的理論支持。
[Abstract]:Brand competition in the home appliance market of our country has appeared increasingly homogeneity. At present, the sales volume of the top 10 brands of household electrical appliances in our country has already accounted for more than 90% of the total number of domestic household appliances, and the top three brands in sales are all local brands. Based on this, some scholars believe that the value of local home appliance brands has exceeded that of foreign home appliance brands. However, some scholars believe that the brand value can not be judged by the sales share alone. Independent R & D and consumer perception are more important. What is the status of the brand value in the eyes of the consumers? A complete evaluation system is needed to measure customer perception. This paper evaluates consumer perceived quality, defines the perceived quality of domestic and foreign household appliance brands by quantitative method, and verifies the feasibility of applying perceived quality scale to household appliance brand level through empirical research. Combining the tangible attributes of products with intangible services to construct the customer satisfaction evaluation system of the perceived quality of household appliances brands, and using the Analytic hierarchy process (AHP) to give weight to each level, Through the empirical comparison of representative household appliance brands in the product level of specific indicators on customer satisfaction ranking, It provides theoretical reference and practical guidance for local household appliance brands to promote brand value and customer satisfaction. This paper selects Siemens and Haier as the research objects. Through the statistical software SPSS and other statistical software to carry on the quantitative comparison of the brand value of the two brands, it is proved that the five dimensions of the perceived quality of the household appliances brand have positive correlation to customer satisfaction. According to the order of influence weight, the order is tangible (0.4890), assurance (0.2016), reliability (0.1755), responsiveness (0.0922) and empathy (0.0417), that is, the modified perceptual quality scale can effectively measure the satisfaction score of the perceived quality of household appliances brand products. In addition, the final scores of Siemens home appliances and Haier household appliances are compared and analyzed. The specific scores are Haier washing machine 4.2159, refrigerator 4.1712, Siemens refrigerator 4.0541and washing machine 4.0399. The results show that Haier's local home appliance brand gives customers more satisfaction than Siemens' foreign home appliance brand, and Siemens refrigerator provides more service satisfaction than its washing machine. Haier is better than refrigerators in washing machines. At last, this paper makes a detailed comparative analysis of the specific dimensions, and finds that Siemens is superior to Haier in the dimensions other than the tangible. However, Haier has won high praise from customers because of its product design and competitive performance-price ratio. In this study, the modified SERVQUAL scale was introduced into the field of household appliances by quantitative method. The applicability of SERVQUAL is verified to expand the scope of use of SERVQUAL. At the same time, by measuring the satisfaction with the perceived quality of the local home appliance brand, the specific score of the local home appliance brand and the foreign home appliance brand is obtained. It provides quantitative theoretical support for the local household electrical appliance brand to find out the deficiency in brand promotion and to develop its own competitive advantage by taking advantage of its strengths and circumventing its weaknesses.
【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】：F426.6;F274

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