發(fā)布時間：2018-05-28 21:57

  本文選題：美發(fā)行業(yè) + 顧客參與　； 參考：《華南理工大學(xué)》2013年碩士論文

【摘要】：隨著中國經(jīng)濟(jì)逐步向“服務(wù)型”經(jīng)濟(jì)的轉(zhuǎn)變，服務(wù)業(yè)市場的競爭日益加劇，越來越多的企業(yè)意識到顧客參與以及顧客忠誠的價值與重要性，忠誠的顧客能為企業(yè)帶來最大程度的利潤，因此，改善企業(yè)與顧客的關(guān)系，培養(yǎng)顧客的忠誠度已經(jīng)成為了現(xiàn)代服務(wù)業(yè)發(fā)展的重大策略之一。此外，許多學(xué)者也想通過研究顧客忠誠度的影響因素來為企業(yè)營銷提供建議，因此本文對顧客參與與顧客忠誠的研究也有學(xué)術(shù)范疇的意義。 國外有關(guān)學(xué)者已經(jīng)證明，顧客參與可以提高顧客信任，從而增強(qiáng)顧客的忠誠度，但由于服務(wù)業(yè)的進(jìn)入門檻較低，企業(yè)與顧客建立的關(guān)系并不堅固，只有獲得顧客的信任感，才能建立長期并堅固的關(guān)系。那么服務(wù)業(yè)中的顧客參與行為、顧客信任以及顧客忠誠之間會存在怎樣的關(guān)系呢？本研究就是以我國美發(fā)行業(yè)為背景，嘗試探討三者之間的影響關(guān)系。 在現(xiàn)有學(xué)者的研究基礎(chǔ)上，，本研究將顧客參與劃分為事前準(zhǔn)備、信息分享、合作行為以及人際互動四個維度，將顧客信任分為能力信任與善意信任兩個維度，構(gòu)建美發(fā)行業(yè)環(huán)境下顧客參與、顧客信任與顧客忠誠之間的影響模型。同時，以美發(fā)行業(yè)消費(fèi)為調(diào)研對象，對研究假設(shè)進(jìn)行檢驗。實證結(jié)果顯示：顧客參與通過顧客信任間接影響顧客忠誠。這為三者之間的關(guān)系提供了一種新的解釋，最后文本就研究結(jié)果對服務(wù)企業(yè)提供了若干營銷建議。
[Abstract]:With the gradual transformation of Chinese economy to "service-oriented" economy, the competition in the service market is becoming more and more intense. More and more enterprises are aware of the value and importance of customer participation and customer loyalty. Loyal customers can bring the most profit to enterprises. Therefore, improving the relationship between enterprises and customers and cultivating customer loyalty has become one of the major strategies for the development of modern service industry. In addition, many scholars also want to study the influencing factors of customer loyalty to provide suggestions for enterprise marketing. Therefore, this paper also has academic significance to the study of customer participation and customer loyalty. Foreign scholars have proved that customer participation can improve customer trust and thus enhance customer loyalty. However, due to the low entry threshold of the service industry, the relationship between enterprises and customers is not strong, only to obtain customer trust, To build a long and strong relationship. What is the relationship between customer participation, customer trust and customer loyalty in the service industry? Based on the background of hairdressing industry in China, this study attempts to explore the relationship between the three. On the basis of existing scholars' research, this study divides customer participation into four dimensions: preparation in advance, information sharing, cooperative behavior and interpersonal interaction, and divides customer trust into two dimensions: ability trust and goodwill trust. The influence model of customer participation, customer trust and customer loyalty in hairdressing industry is constructed. At the same time, taking hairdressing industry consumption as the research object, the research hypothesis is tested. The empirical results show that customer participation indirectly affects customer loyalty through customer trust. This provides a new explanation for the relationship between the three, and the final text provides some marketing suggestions for the service enterprises.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F719

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 馬清學(xué);顧客關(guān)系營銷剖析[J];商業(yè)研究;2003年02期

2 劉洪程;顧客忠誠度與客戶關(guān)系管理的整合[J];當(dāng)代經(jīng)濟(jì);2004年08期

3 嚴(yán)浩仁;賈生華;;顧客忠誠的基本驅(qū)動模型研究:以移動通信服務(wù)為例[J];經(jīng)濟(jì)管理;2005年04期

4 劉建新;;顧客信任的形成機(jī)理及其營銷管理研究[J];經(jīng)濟(jì)問題探索;2006年02期

5 袁亞忠;;服務(wù)企業(yè)顧客信任及其驅(qū)動因素探析[J];科技與管理;2008年02期

6 梁健愛;;連鎖超市顧客忠誠度驅(qū)動因素的實證研究[J];江蘇商論;2007年08期

7 徐扣發(fā);美容美發(fā)業(yè)亟待質(zhì)的提高[J];上海商業(yè);2003年06期

8 王志平;;服務(wù)業(yè)占比的中外比較[J];中共中央黨校學(xué)報;2012年01期

9 康莊;楊秀苔;余元全;;服務(wù)業(yè)消費(fèi)者參與、信任與滿意關(guān)系研究[J];中南財經(jīng)政法大學(xué)學(xué)報;2009年01期

10 金恩斌;崔文;;中國服務(wù)業(yè)發(fā)展的動因及其影響的實證研究[J];延邊大學(xué)學(xué)報(社會科學(xué)版);2013年01期

本文編號：1948337