本文關(guān)鍵詞： 服務(wù)體驗 品牌關(guān)系 感知價值 中介作用　出處：《安徽財經(jīng)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：品牌關(guān)系,是品牌與消費者之間發(fā)生互動后的反應(yīng)。它伴隨著品牌而成長,良好的品牌關(guān)系是企業(yè)重要的無形資產(chǎn)。隨著社會的進(jìn)步與經(jīng)濟(jì)的發(fā)展,體驗經(jīng)濟(jì)時代已經(jīng)來臨。企業(yè)通過向消費者提供產(chǎn)品和產(chǎn)品服務(wù),創(chuàng)造出令消費者印象深刻的感受,從而提高消費者對商品的重復(fù)購買率和品牌忠誠度。體驗營銷在企業(yè)的發(fā)展過程中起著越來越重要的作用,而服務(wù)體驗作為體驗營銷與品牌管理的結(jié)合,在企業(yè)品牌關(guān)系中地位也越來越重要。企業(yè)如何通過創(chuàng)造良好的服務(wù)體驗來達(dá)到提高消費者的品牌忠誠度的目的,成為學(xué)術(shù)界研究的新興熱點。一些學(xué)者對聯(lián)系服務(wù)體驗與品牌關(guān)系的變量進(jìn)行研究,比如品牌價值和利益的選擇路徑、信息來源解碼形象等。但是,這些研究主要考慮的是利用服務(wù)體驗所帶來的功能性價值來提升品牌關(guān)系,除此之外,品牌關(guān)系在很大程度上受到消費者對品牌感知認(rèn)識的影響。因此,本文在服務(wù)體驗對品牌關(guān)系的影響中引入感知價值這個中介變量,著重論述服務(wù)體驗對品牌關(guān)系的影響過程及其途徑,并在此基礎(chǔ)之上構(gòu)建概念模型,并提出相應(yīng)的研究假設(shè)。本研究選取中國知名移動通訊品牌作為研究對象。首先,移動通訊品牌屬于服務(wù)行業(yè)的品牌,具有一定的特殊性,通過對本研究的結(jié)果進(jìn)行驗證,來確定在中國的移動通訊品牌乃至整個服務(wù)行業(yè)領(lǐng)域里,這個理論是否成立。其次,在現(xiàn)代社會,移動通訊品牌提供的服務(wù)無處不在,研究進(jìn)行調(diào)查和獲取樣本數(shù)據(jù)非常方便。本文通過結(jié)構(gòu)方程模型進(jìn)行分析,得到以下結(jié)論:(1)服務(wù)體驗對品牌關(guān)系有重大積極的影響。(2)服務(wù)體驗對感知價值有顯著的積極影響。(3)感知價值對品牌關(guān)系有顯著的正面影響。(4)感知價值在品牌的服務(wù)體驗中起了部分中介效應(yīng)。本文重點論述的是服務(wù)體驗對品牌關(guān)系的影響過程和原理,將感知價值作為中介變量引入概念模型,明確了在服務(wù)通訊品牌行業(yè)里,服務(wù)體驗通過感知價值的中介作用,對消費者的品牌忠誠產(chǎn)生顯著影響,進(jìn)而影響品牌關(guān)系。這個發(fā)現(xiàn)有助于我們更加深入的理解服務(wù)體驗與品牌關(guān)系之間的影響層次,令我們對影響品牌關(guān)系的因素有了更加明確的認(rèn)識,選取新的視角對服務(wù)體驗和品牌關(guān)系進(jìn)行研究。研究結(jié)果對企業(yè)如何增進(jìn)品牌關(guān)系具有一定的現(xiàn)實意義。本研究由于時間、精力等各種方面的原因,依然存在不足之處。首先,本研究選擇在校大學(xué)生作為數(shù)據(jù)采集的樣本,并不具備普遍的代表性。其次,本研究采用的測試量表并不是特別針對具體服務(wù)行業(yè)的開發(fā)與研究,而是對整個行業(yè)的綜合開發(fā)考量。在將來的研究中,可以對研究方法更進(jìn)一步的優(yōu)化,并對服務(wù)體驗影響品牌關(guān)系的其他因素加以更深刻的研究與分析。
[Abstract]:Brand relationship is the reaction of the interaction between brand and consumer. It grows with brand. Good brand relationship is an important intangible asset of enterprise. With the development of society and economy, The era of experience economy has come. By providing products and services to consumers, enterprises create feelings that impress consumers. Experience marketing plays a more and more important role in the development of enterprises, and service experience is the combination of experience marketing and brand management. How to create a good service experience to achieve the purpose of improving consumer brand loyalty, Some scholars study the variables of the relationship between service experience and brand, such as the choice of brand value and interest, information source decoding image, etc. However, These studies mainly consider the use of the functional value brought by the service experience to enhance brand relationships. In addition, brand relationships are largely influenced by consumers' awareness of brand awareness. This paper introduces the intermediary variable of perceived value into the influence of service experience on brand relationship, emphasizes on the process and approach of service experience influencing brand relationship, and builds a conceptual model on this basis. And put forward the corresponding research hypotheses. This research selects the well-known Chinese mobile communication brand as the research object. Firstly, the mobile communication brand belongs to the service industry brand, has certain particularity, through this research result carries on the confirmation, To determine whether this theory holds in China's mobile communication brands and even in the entire service industry. Secondly, in modern society, mobile communication brands provide services everywhere. It is very convenient to investigate and obtain sample data. We get the following conclusion: 1) Service experience has a significant positive impact on brand relationship. 2) Service experience has a significant positive impact on perceived value. 3) perceived value has a significant positive impact on brand relationship. This paper focuses on the process and principle of the influence of service experience on brand relationship. By introducing perceived value as an intermediary variable into the conceptual model, it is clear that in the service communication brand industry, service experience has a significant impact on consumer brand loyalty through the intermediary role of perceived value. This finding helps us to understand the level of influence between the service experience and the brand relationship, and makes us have a clearer understanding of the factors that affect the brand relationship. Choose a new perspective to study the relationship between service experience and brand. The results of the study have a certain practical significance on how to enhance brand relationship. This study still has some shortcomings due to time, energy and other reasons. This study chooses college students as the sample of data collection, which is not universally representative. Secondly, the test scale used in this study is not specifically aimed at the development and research of specific service industries. In the future research, we can further optimize the research methods, and further study and analyze the other factors that influence the brand relationship of the service experience.
【學(xué)位授予單位】：安徽財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F273.2

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