本文選題：忠誠(chéng)計(jì)劃服務(wù)質(zhì)量 + 關(guān)系質(zhì)量��； 參考：《北京理工大學(xué)》2015年碩士論文

【摘要】：近幾十年來(lái),電子商務(wù)的發(fā)展使得零售行業(yè)的競(jìng)爭(zhēng)日趨激烈,忠誠(chéng)計(jì)劃已經(jīng)成為零售商最常用的顧客維系方式。并且隨著服務(wù)經(jīng)濟(jì)時(shí)代的到來(lái),顧客對(duì)產(chǎn)品和服務(wù)的追求不再僅停留在物美價(jià)廉的層面上,而是越來(lái)越注重服務(wù)質(zhì)量以及關(guān)系質(zhì)量的感知。特別是在超市領(lǐng)域,新的超市的出現(xiàn)以及國(guó)外超市的涌入使得超市行業(yè)的競(jìng)爭(zhēng)愈加激烈,形成國(guó)內(nèi)外超市共存的競(jìng)爭(zhēng)格局,這也使得超市企業(yè)有必要通過(guò)實(shí)施和改善忠誠(chéng)計(jì)劃來(lái)實(shí)現(xiàn)顧客維系。相應(yīng)的,對(duì)忠誠(chéng)計(jì)劃環(huán)境下的服務(wù)質(zhì)量、關(guān)系質(zhì)量以及顧客忠誠(chéng)的研究也因此成為各界關(guān)注的焦點(diǎn)。本文選取了超市行業(yè)作為研究對(duì)象,在對(duì)相關(guān)文獻(xiàn)進(jìn)行總結(jié)和分析的基礎(chǔ)上,結(jié)合研究對(duì)象的市場(chǎng)特征及服務(wù)質(zhì)量的特點(diǎn),開發(fā)了忠誠(chéng)計(jì)劃服務(wù)質(zhì)量的測(cè)量量表,構(gòu)建了有針對(duì)性的關(guān)系質(zhì)量和顧客忠誠(chéng)的評(píng)價(jià)維度,并引入顧客關(guān)系傾向作為調(diào)節(jié)變量,提出了相應(yīng)的假設(shè)并構(gòu)建相關(guān)的結(jié)構(gòu)模型。隨后通過(guò)問卷的設(shè)計(jì)來(lái)獲取數(shù)據(jù),并采用信度分析、效度分析、結(jié)構(gòu)方程模型分析、多因素方差分析等方法對(duì)模型及假設(shè)進(jìn)行驗(yàn)證并得出相應(yīng)結(jié)論。研究結(jié)果表明:超市行業(yè)的忠誠(chéng)計(jì)劃服務(wù)質(zhì)量包括計(jì)劃政策、積分獎(jiǎng)勵(lì)、個(gè)性化和溝通質(zhì)量四個(gè)維度,其中積分獎(jiǎng)勵(lì)和溝通質(zhì)量對(duì)關(guān)系質(zhì)量的感知有著顯著的正向影響,并且顧客關(guān)系傾向能夠顯著地增強(qiáng)積分獎(jiǎng)勵(lì)對(duì)關(guān)系質(zhì)量的影響力度;關(guān)系質(zhì)量對(duì)計(jì)劃忠誠(chéng)和品牌忠誠(chéng)的影響也都是顯著的,而且對(duì)于計(jì)劃忠誠(chéng)的正向影響力更強(qiáng);此外證明了計(jì)劃忠誠(chéng)是可以帶來(lái)品牌忠誠(chéng)的�；谏鲜龅难芯拷Y(jié)論,本文對(duì)超市行業(yè)或者其他相似的零售行業(yè)的企業(yè)管理者提出了一些管理實(shí)踐建議,并闡述了本研究的局限性和未來(lái)的研究方向。
[Abstract]:In recent decades, with the development of electronic commerce, the competition of retail industry is becoming more and more fierce. Loyalty plan has become the most commonly used customer maintenance mode for retailers. And with the arrival of the service economy era, the customer's pursuit of products and services is no longer just on the level of quality and cheap, but more and more attention to the quality of service and the perception of relationship quality. Especially in the field of supermarkets, the emergence of new supermarkets and the influx of foreign supermarkets make the competition in the supermarket industry more intense, forming the competitive pattern of the coexistence of domestic and foreign supermarkets. This also makes it necessary for supermarket enterprises to implement and improve loyalty programs to achieve customer maintenance. Accordingly, the research on service quality, relationship quality and customer loyalty in loyalty planning environment has become the focus of attention. In this paper, the supermarket industry is selected as the research object. On the basis of summarizing and analyzing the relevant literature, combining the characteristics of market and service quality, the measurement scale of loyalty plan service quality is developed. The evaluation dimension of relationship quality and customer loyalty is constructed, and the customer relationship tendency is introduced as the adjustment variable, and the corresponding assumptions are put forward and the related structural model is constructed. Then the data are obtained by the design of the questionnaire, and the reliability analysis, validity analysis, structural equation model analysis and multivariate variance analysis are used to verify the model and hypothesis and draw the corresponding conclusions. The results show that the service quality of loyalty plan in supermarket industry includes four dimensions: plan policy, score reward, personalization and communication quality, among which the score reward and communication quality have a significant positive impact on the perception of relationship quality. And customer relationship tendency can significantly enhance the impact of reward on relationship quality, relationship quality has a significant impact on plan loyalty and brand loyalty, and the positive impact on plan loyalty is stronger. In addition, it proves that plan loyalty can lead to brand loyalty. Based on the above conclusions, this paper puts forward some practical suggestions to the managers of supermarket industry or other similar retail industries, and expounds the limitations of this study and the future research direction.
【學(xué)位授予單位】：北京理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F713.32

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