發(fā)布時(shí)間：2018-02-27 12:12

  本文關(guān)鍵詞： 中國式關(guān)系 客戶忠誠 價(jià)格忍耐力 結(jié)構(gòu)方程模型　出處：《西安工業(yè)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：在中國文化背景下,中國式關(guān)系在商業(yè)活動(dòng)中的作用不可忽視,在人們?nèi)粘５馁I賣活動(dòng)中,研究中國式關(guān)系對(duì)價(jià)格忍耐力的影響,對(duì)客戶忠誠與價(jià)格忍耐力之間的關(guān)系的調(diào)節(jié)作用是非常有必要的。現(xiàn)有的文獻(xiàn)更多的是研究客戶滿意與價(jià)格敏感性之間的關(guān)系,研究客戶忠誠與價(jià)格忍耐力之間關(guān)系的文獻(xiàn)比較少。現(xiàn)存的文獻(xiàn)表明客戶忠誠與價(jià)格忍耐力是正相關(guān)的關(guān)系,是否在所有的背景下該結(jié)論都成立,如果研究中國式關(guān)系對(duì)客戶忠誠與價(jià)格忍耐力之間的關(guān)系所起的作用,結(jié)果又是怎么樣的,這些問題都需要進(jìn)一步探討。本文在文獻(xiàn)閱讀與結(jié)合實(shí)際的基礎(chǔ)上,提出了中國式關(guān)系對(duì)消費(fèi)者價(jià)格忍耐力的影響以及對(duì)客戶忠誠與客戶價(jià)格忍耐力之間關(guān)系的調(diào)節(jié)作用模型,選取了美發(fā)、健身、美容、餐飲這四種具體的服務(wù)型企業(yè)為研究背景。通過整理文獻(xiàn)與消費(fèi)者深度訪談形成了調(diào)研問卷,通過發(fā)放調(diào)查問卷的形式進(jìn)行數(shù)據(jù)的收集與分析,進(jìn)而實(shí)證檢驗(yàn)所提出的理論模型。本文使用結(jié)構(gòu)方程模型對(duì)數(shù)據(jù)進(jìn)行實(shí)證分析,使用的軟件為AMOS 17.0。本文的研究結(jié)果表明,客戶忠誠對(duì)價(jià)格忍耐力有負(fù)向的直接影響,中國式關(guān)系對(duì)價(jià)格忍耐力有負(fù)向的直接影響,人情對(duì)客戶忠誠與價(jià)格忍耐力之間的關(guān)系有正向的調(diào)節(jié)作用,感情和信任對(duì)客戶忠誠與價(jià)格忍耐力之間的關(guān)系沒有明顯的調(diào)節(jié)作用。本文考慮了中國文化背景下的關(guān)系的特殊性,研究了中國式關(guān)系對(duì)消費(fèi)者價(jià)格忍耐力的影響,把中國文化背景下的關(guān)系作為調(diào)節(jié)變量來研究對(duì)客戶忠誠與客戶價(jià)格忍耐力之間關(guān)系的影響,豐富了客戶忠誠與價(jià)格忍耐力的研究內(nèi)容。根據(jù)研究結(jié)果,企業(yè)的服務(wù)人員必須準(zhǔn)確地把握不同消費(fèi)群體對(duì)中國式關(guān)系的認(rèn)知,處理好與消費(fèi)者的關(guān)系,企業(yè)應(yīng)該提供消費(fèi)者滿意的產(chǎn)品和服務(wù),當(dāng)產(chǎn)品或服務(wù)的價(jià)格上調(diào)時(shí),企業(yè)應(yīng)該強(qiáng)調(diào)產(chǎn)品或服務(wù)本身的優(yōu)點(diǎn),企業(yè)還應(yīng)該結(jié)合價(jià)格忍耐力的影響因素,制定合理的價(jià)格策略。本文的研究結(jié)論為企業(yè)提高客戶價(jià)格忍耐力提供了可供參考的管理建議。
[Abstract]:In the context of Chinese culture, the role of Chinese-style relationships in commercial activities can not be ignored. In people's daily trading activities, the impact of Chinese-style relationships on price tolerance is studied. It is necessary to regulate the relationship between customer loyalty and price tolerance. There are few studies on the relationship between customer loyalty and price tolerance. The existing literature shows that customer loyalty and price tolerance are positively correlated. If we study the effect of Chinese relationship on the relationship between customer loyalty and price tolerance, what are the results? these problems need to be further explored. The influence of Chinese relationship on consumer price tolerance and the model of regulating the relationship between customer loyalty and customer price tolerance are put forward. These four specific service enterprises are the research background. Through the collation of literature and in-depth interviews with consumers to form a survey questionnaire, through the form of questionnaires for data collection and analysis, This paper uses the structural equation model to analyze the data, using AMOS 17.0. the results show that customer loyalty has a negative direct effect on price tolerance. Chinese relationships have a negative direct impact on price tolerance, and human feelings play a positive role in regulating the relationship between customer loyalty and price tolerance. The relationship between customer loyalty and price tolerance is not regulated by emotion and trust. This paper considers the particularity of relationship in Chinese culture and studies the influence of Chinese relationship on consumer price tolerance. The relationship in Chinese culture is used as a regulating variable to study the influence on the relationship between customer loyalty and customer price tolerance, which enriches the research content of customer loyalty and price tolerance. The service personnel of an enterprise must accurately grasp the different consumer groups' understanding of the Chinese-style relationship, handle the relationship with the consumer, and the enterprise should provide the products and services satisfied with the consumers, when the price of the product or service goes up. Enterprises should emphasize the advantages of products or services, and they should combine the influence factors of price tolerance to formulate reasonable price strategy. The conclusion of this paper provides some management suggestions for enterprises to improve customer price tolerance.
【學(xué)位授予單位】：西安工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F713.55

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本文編號(hào)：1542620