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论文编号：	206
作者编号：	2120062170
上传时间：	2008/6/15 2:34:21
中文题目：	基于信任的顾客忠诚研究
英文题目：	The customer loyalty research
指导老师：	刘建华 副教授
中文关键字：	大型超市 顾客信任 顾客忠诚
英文关键字：	supermarket customer trust cos
中文摘要：	从上个世纪九十年代开始，国内的零售业发生了令人瞩目的变化。其中大型超市这种业态的出现及其飞速的发展无疑是最具有代表性的。由于外资零售企业的进入，我国大型超市行业的竞争日趋激烈，一线城市甚至达到饱和程度。对于这一业态而言，建立顾客忠诚就成为企业寻求竞争优势的重要手段。因此，对于大型超市业的消费者行为研究，就成为本研究的主要问题。 基于我国大型超市业中现实存在的问题和理论研究方面的不足，本研究提出了“顾客信任与顾客忠诚模型”。模型主要以消费者行为理论、顾客信任理论、顾客忠诚理论为基础，从计算性信任、知识性信任和认同性信任的角度探讨顾客信任与顾客忠诚之间的关系，以及购物环境、商品和顾客心理对顾客信任的影响。并且以天津华润万家超市为例进行实证研究，对模型进行分析论证。最后根据研究模型结论对天津华润万家超市的顾客忠诚建设提出相关建议。 本研究表明，购物环境和商品因素属于有形的因素，它们对顾客的计算性信任和认知性信任影响比较大，而顾客心理属于无形的因素，它们对知识性信任和认同性信任影响比较大；知识性信任和认同性信任对顾客的意向忠诚和行为忠诚都有正面的作用，但是计算性信任只对顾客的行为忠诚产生正面的作用。 根据研究结论，笔者对天津华润万家超市的顾客忠诚建设提出改进建议：（1）顾客的计算性信任、知识性信任和认同性信任对顾客的行为忠诚都会产生正面影响的。所以超市要想提升顾客的行为忠诚应该从提升顾客计算性信任、知识性信任和认同性信任三方面同时着手。（2）顾客的知识性信任和认同性信任对顾客的意向忠诚是有正面影响的。对于天津华润万家超市而言，其应该更加注重这些无形的影响因素，加强顾客的知识性信任和认同性信任的建设，这样才能全方位的提高顾客的忠诚。 本研究的主要创新点，在现有理论研究的基础上建立了一个适合大型超市业的“顾客信任与顾客忠诚模型”，并在研究模型的基础上对天津华润万家超市的顾客忠诚建设提出相应建议。
英文摘要：	From the beginning of the 1990s, the remarkable changes have taken place in the domestic retail. Format of these supermarkets and the emergence of its rapid development is undoubtedly the most representative. As the foreign retail enterprise to enter China's large supermarket industry is becoming increasingly fierce, even the frontline city reached saturation level. Format for this, the establishment of enterprises for customer loyalty has become an important means of competitive advantage. Therefore, the research of the pre-large supermarket industry consumer behavior will become the main issue. Based on China's major supermarket industry problem that exists in reality and the lack of theoretical research, this study proposed a "customer trust and customer loyalty model," which is mainly based on consumer behavior model theory, customers trust theory and theory customer loyalty. from the calculation of trust, confidence and recognition of intellectual perspective of customer confidence angle, this study discusses the relationship between customer loyalty and the trust , and the physical environment, commodities, the customer psychological make the impact of customer trust. Through the Tianjin CR Vanguard supermarket survey, the model has been analyzed. Based on the final conclusions of this model, we make relevant recommendations in building customer loyalty of Tianjin CR Vanguard Supermarket. Research shows that the physical environment and commodity firms is tangible factors to impact more on the calculation of customer confidence and awareness of trust, and is intangible factors, deeply impact knowledge of trust and recognition Comparison of the trust; knowledge of the trust and confidence of customers agree with the intention of loyalty and loyalty have a positive effect, and the calculation of the trust of loyal customers have a positive effect. According to research findings, the research puts forward following suggestions to Tianjin CR Vanguard supermarket customer loyalty-building: (1) customers of the terms of trust and knowledge of trust and confidence in recognition will have a positive impact on the loyal customers. If the supermarkets want to improve customer loyalty behavior, they should improve customer calculation of the trust, confidence and recognition of intellectual confidence. (2) Customer confidence and the knowledge of the trust of customers agreed with the intention of loyalty is a positive influence. For Tianjin CR Vanguard supermarket, it should pay more attention to the impact of these intangible factors, enhance customer trust and recognition of the knowledge of confidence building, so as to enhance all-round customer loyalty in the course of business to focus on Consumer behavior loyal . The main innovation of this study, the former theory on the basis of the establishment of a large supermarket industry for the "Customer confidence-customer loyalty model" , on the basis of the research model, we give some customers loyal building Advices about Tianjin CR Vanguard Supermarket.
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