本文選題：百貨商店　切入點(diǎn)：服務(wù)體驗(yàn)　出處：《上海對(duì)外經(jīng)貿(mào)大學(xué)學(xué)報(bào)》2017年05期 　論文類(lèi)型：期刊論文

【摘要】：在電子商務(wù)的沖擊下,實(shí)體百貨商店面臨著嚴(yán)峻的競(jìng)爭(zhēng)壓力。改善服務(wù)環(huán)節(jié)、增加顧客體驗(yàn)成為傳統(tǒng)百貨商店提升商業(yè)競(jìng)爭(zhēng)力的主要戰(zhàn)略。論文基于服務(wù)營(yíng)銷(xiāo)與體驗(yàn)營(yíng)銷(xiāo)理論,將服務(wù)體驗(yàn)分為購(gòu)物環(huán)境、產(chǎn)品體驗(yàn)、售后服務(wù)和人員服務(wù)四個(gè)維度,構(gòu)建了百貨商店服務(wù)體驗(yàn)影響消費(fèi)者忠誠(chéng)度的概念模型。論文采用實(shí)地發(fā)放問(wèn)卷為主、網(wǎng)絡(luò)問(wèn)卷為輔的方法,收集了一手?jǐn)?shù)據(jù)對(duì)模型進(jìn)行了實(shí)證分析。結(jié)果表明百貨商場(chǎng)的服務(wù)體驗(yàn)對(duì)消費(fèi)者滿意度和忠誠(chéng)度具有顯著影響。傳統(tǒng)百貨企業(yè)有必要針對(duì)消費(fèi)者的行為偏好,適度增加服務(wù)體驗(yàn)以應(yīng)對(duì)電子商務(wù)的挑戰(zhàn)。
[Abstract]:Under the impact of electronic commerce, physical department stores are facing severe competitive pressure. Improving service links and increasing customer experience are the main strategies for traditional department stores to enhance their business competitiveness. This paper is based on the theory of service marketing and experiential marketing. The service experience is divided into four dimensions: shopping environment, product experience, after-sales service and personnel service. Online questionnaire as a supplementary method, The empirical results show that the service experience of department stores has a significant impact on consumer satisfaction and loyalty. It is necessary for traditional department stores to focus on consumers' behavior preferences. Appropriately increase the service experience to meet the challenges of e-commerce.
【作者單位】： 上海大學(xué)悉尼工商學(xué)院;
【分類(lèi)號(hào)】：F274;F721
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本文編號(hào)：1596676