本文選題：大型超市 + 商店形象　； 參考：《西北大學(xué)》2010年碩士論文

【摘要】： 從20世紀(jì)90年代中后期以來,我國大型超市進(jìn)入高速增長階段。我國加入WTO后,外商在華投資逐年增長,越來越多的外資超市進(jìn)駐中國,給我國的大型超市帶來了先進(jìn)的經(jīng)營理念和經(jīng)驗(yàn),同時(shí)也對(duì)其形成沖擊,帶來了巨大的競(jìng)爭壓力。如何創(chuàng)造顧客滿意,培養(yǎng)顧客忠誠,增強(qiáng)企業(yè)的競(jìng)爭力,成為企業(yè)關(guān)心的問題。本文從商店形象這一角度,研究其對(duì)顧客滿意的影響機(jī)制,具有重大意義。 為了研究商店形象對(duì)顧客滿意的影響機(jī)制,筆者對(duì)商店形象和顧客滿意相關(guān)文獻(xiàn)進(jìn)行整合和分析,引入顧客感知價(jià)值這一中介變量,探討商店形象如何通過顧客感知價(jià)值影響顧客滿意。在借鑒前人研究成果的基礎(chǔ)上,建立本文的研究框架,提出研究假設(shè),并根據(jù)研究框架及相關(guān)假設(shè),設(shè)計(jì)問卷進(jìn)行調(diào)研。本研究以西安市大型超市的顧客為調(diào)研對(duì)象,收回208份有效問卷,運(yùn)用SPSS 17.0軟件對(duì)收集到得數(shù)據(jù)進(jìn)行分析,驗(yàn)證研究假設(shè)。 通過實(shí)證研究,基本上驗(yàn)證了本研究的構(gòu)思,主要結(jié)論有：商店形象中商品特性、服務(wù)、環(huán)境氛圍和廣告促銷這四個(gè)維度是影響顧客感知價(jià)值和顧客滿意的重要因子,便利性維度對(duì)顧客感知價(jià)值及顧客滿意沒有顯著影響；商店形象的四個(gè)維度均對(duì)顧客感知價(jià)值有顯著的正向影響,其中,服務(wù)對(duì)顧客感知價(jià)值的影響最大,其次為商品特性、廣告促銷和環(huán)境氛圍,便利性維度對(duì)顧客感知價(jià)值的影響較小,未能進(jìn)入回歸方程,故將其忽略；商店形象的四個(gè)維度均對(duì)顧客滿意有顯著的正向影響,其中,服務(wù)維度對(duì)顧客滿意的影響最大,其次為環(huán)境氛圍、商品特性、廣告促銷,與對(duì)顧客感知價(jià)值的影響相同,便利性維度對(duì)顧客滿意的影響較小未能進(jìn)入回歸方程,故將其忽略；顧客感知價(jià)值對(duì)顧客滿意有顯著的正向影響,并且顧客感知價(jià)值在商店形象與顧客滿意的關(guān)系中存在顯著的中介作用,即商店形象通過顧客感知價(jià)值對(duì)顧客滿意具有顯著的正向作用；不同性別和月收入的顧客對(duì)各變量的認(rèn)知沒有顯著差異,不同年齡的顧客對(duì)所提供服務(wù)的認(rèn)知存在顯著差異,不同受教育程度的顧客對(duì)服務(wù)、便利及顧客感知價(jià)值的認(rèn)知存在顯著差異。 本文研究商店形象對(duì)顧客滿意的影響機(jī)制,提出的針對(duì)性的管理建議,對(duì)商業(yè)企業(yè)通過形象完善提高顧客滿意度具有一定的參考價(jià)值。
[Abstract]:Since the middle and late 1990's, China's large supermarkets have entered a high-speed growth stage. After China's entry into WTO, foreign investment in China has increased year by year, and more and more foreign supermarkets are stationed in China, which has brought advanced management idea and experience to large supermarkets in our country, at the same time, it has also formed an impact on it and brought great competitive pressure. How to create customer satisfaction, cultivate customer loyalty, enhance the competitiveness of enterprises, become the concern of enterprises. It is of great significance to study the influence mechanism of store image on customer satisfaction. In order to study the influence mechanism of store image on customer satisfaction, the author integrates and analyzes the relevant literature on store image and customer satisfaction, and introduces customer perceived value as an intermediary variable. This paper discusses how store image affects customer satisfaction through customer perceived value. Based on the previous research results, this paper establishes the research framework, puts forward the research hypothesis, and designs a questionnaire according to the research framework and related assumptions. In this study, the customers of large supermarkets in Xi'an were investigated, 208 valid questionnaires were collected, and the collected data were analyzed by using SPSS 17.0 software to verify the hypothesis of the research. The main conclusions are as follows: the four dimensions of store image, such as commodity characteristics, service, environmental atmosphere and advertising promotion, are important factors affecting customer perceived value and customer satisfaction. Convenience dimension has no significant impact on customer perceived value and customer satisfaction; the four dimensions of store image have significant positive impact on customer perceived value, among which, service has the greatest impact on customer perceived value, followed by commodity characteristics. Advertising promotion and environmental atmosphere, convenience dimension has little impact on customer perceived value, so it is ignored because of its failure to enter the regression equation; the four dimensions of store image have significant positive impact on customer satisfaction, among which, the four dimensions of store image have a significant positive impact on customer satisfaction, among which, 4 dimensions of store image have significant positive effects on customer satisfaction. The influence of service dimension on customer satisfaction is the biggest, followed by environmental atmosphere, commodity characteristics, advertising promotion, and the impact on customer perceived value is the same. Customer perceived value has a significant positive impact on customer satisfaction, and customer perceived value plays a significant intermediary role in the relationship between store image and customer satisfaction. That is, store image has a significant positive effect on customer satisfaction through customer perceived value; there are no significant differences in the cognition of each variable among different gender and monthly income customers, but there are significant differences in the cognition of service provided by customers of different ages. There are significant differences in the perception of service, convenience and customer perceived value among the customers with different levels of education. This paper studies the influence mechanism of store image on customer satisfaction, and puts forward some pertinent management suggestions, which has certain reference value for commercial enterprises to improve customer satisfaction through image improvement.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：F274;F721

【引證文獻(xiàn)】

相關(guān)博士學(xué)位論文 前1條

1 王銳;商業(yè)集聚內(nèi)店鋪印象差距對(duì)顧客波及惠顧意愿影響研究[D];吉林大學(xué);2011年

相關(guān)碩士學(xué)位論文 前3條

1 牛晴;消費(fèi)者選擇網(wǎng)上店鋪的影響因素研究[D];華南理工大學(xué);2011年

2 李慧茹;基于游客滿意度的青島嶗山區(qū)旅游開發(fā)對(duì)策研究[D];中國海洋大學(xué);2012年

3 王天賢;央視道德公益廣告的大學(xué)生感知價(jià)值評(píng)價(jià)研究[D];江南大學(xué);2013年

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本文編號(hào)：1830276