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论文编号：	1684
作者编号：	031806
上传时间：	2010/5/20 14:34:34
中文题目：	基于对顾客满意和转换成本与顾客态度忠诚和行为忠诚之间的关系的研究
英文题目：	Retail, Customer loyalty, Customer satisfaction, Switching cost
指导老师：	张永强
中文关键字：	零售业 顾客满意 转换成本 顾客忠诚
英文关键字：	Retail, Customer loyalty, Customer satisfaction, Switching cost
中文摘要：	面对越来越微薄的利润和外来的压力，以及零售业态内外部的激烈竞争，中国零售企业如何找到自己的竞争优势，如何从盲目扩张、价格竞争等低端的竞争局面中脱身出来，已经成为商界和学术界关注的热点问题。很多经营者开始意识到留住顾客，增强顾客满意度和忠诚度的重要性。本文从这个现实环境入手，对零售企业的顾客忠诚度展开了研究。 现有文献的研究已经探讨了顾客忠诚的内涵界定和驱动因素对其的影响关系。国外在顾客忠诚驱动因素方面的研究呈现出相当活跃的局面，主要涉及顾客满意、转换成本和关系信任等因素，并且对几种因素之间的复杂关系给予了比较深入的研究。而我国对顾客忠诚的内涵及其影响因素的实证研究尚处在初级阶段，验证驱动因素和顾客忠诚度之间关系的实证研究并不多，对转换成本的研究这两年才刚起步，而且研究的行业主要集中在转换成本比较高的电信服务提供商，对转换成本比较低的零售行业的研究几乎没有。本研究选取了零售行业两个最主要业态（超级市场和百货商店）的数据，将其作为研究对象，探讨了顾客满意和转换成本与顾客态度忠诚和行为忠诚之间的关系，并且对两个业态的结果进行了对比。 本研究对天津市的市民进行了实际调查，共获得190个有效样本。采用Lisrel 8.7和Spss 11.5两个统计软件对数据进行了处理和分析。最后得出了四个结论：一，除了超级市场的一条假设，即顾客满意对行为忠诚的积极影响不显著外，其余关于超级市场和百货公司的理论假设都得到了支持。二，由于消费者对超级市场和百货商店这两种业态的需求和购物心理不同，因此超级市场和百货商店模式具有一定的差异，超级市场模式中顾客忠诚的驱动因素更多来自于转换成本，而百货商店的模式中顾客忠诚的驱动因素更多的来自于顾客满意。三，由于在超级市场模式和百货商店的模式中观测变量呈现不同的重要性，因此，超级市场和百货商店要获得顾客忠诚，必须关注不同的营销维度，采用不同的营销策略。四，转换成本在两个模式中的中介效应远远大于调节效应。
英文摘要：	Facing with the more and more slender profit, stress from abroad and the keen competition, how to find out their own competition advantage, how to come out of the low-level competition, have already become the focus that business circles and academia have paid close attention to. Many retailers have realized that keeping customers and strengthening customers' satisfaction and loyalty are very important. So this paper proceeds with this realistic environment, and launches studying the customer loyalty to retailers. Former researches have probed into defining customer loyalty and the forming mechanism of customer loyalty. About the latter one, many foreign researchers have paid great attention to it, including customer satisfaction, switching cost and customer relationship, etc., and have offered deep research on the complicated relationship between these factors. But, in China, we are on the primary stage in studying customer loyalty, there are few empirical researches. And there are still few researches on switching cost, most are focus on industries with high switching cost, such as telecom service provider. And retailing is considered as an industry with low switching cost. This thesis chooses supermarket and store department's data, studies how customer satisfaction and switching cost affect customer attitudinal loyalty and behavioral loyalty. And we compare the models of the two types of retailers. The questionnaire survey was carried on among the consumer in Tianjin and we got 190 valid samples. We deal with and analyze the data through Lisrel8.7 and spss11.5. At last we draw four conclusions as follows: 1. Hypothesis has been proved except one (customer satisfaction to customer behavioral loyalty) in the model of supermarket. 2. Because consumers have different need and shopping aim in the two types of retailers, there is some difference from the model of supermarket and that of store department. The main mechanics of customer loyalty of supermarket is switching cost; and the main mechanics of customer loyalty of store department is customer satisfaction. 3. Since the measured valuables have different loading coefficient to the latent constructs, supermarket and store department should pay attention to different marketing dimensions and use different marketing strategy, when they want to catch and keep more customers. 4. Switching cost is a mediator rather than a moderator in our two models.
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