本文關(guān)鍵詞：移動(dòng)通信客戶品牌體驗(yàn)對(duì)品牌忠誠的影響機(jī)制研究　出處：《暨南大學(xué)》2012年博士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 品牌體驗(yàn) 品牌關(guān)系 品牌忠誠 客戶價(jià)值 移動(dòng)通信

【摘要】：對(duì)移動(dòng)通信市場(chǎng)競(jìng)爭(zhēng)格局分析結(jié)果表明，重組后通信行業(yè)的競(jìng)爭(zhēng)更加激烈，移動(dòng)通信行業(yè)已逐步進(jìn)入品牌體驗(yàn)制勝的時(shí)代。因此分析移動(dòng)通信客戶品牌體驗(yàn)如何對(duì)品牌忠誠產(chǎn)生影響，以及品牌關(guān)系和客戶價(jià)值所起的作用，并根據(jù)分析結(jié)果采取相應(yīng)的改進(jìn)措施是目前行業(yè)內(nèi)最為關(guān)注的熱點(diǎn)之一。本研究在此背景下產(chǎn)生并展開。 本研究以移動(dòng)通信業(yè)的客戶為研究對(duì)象，設(shè)計(jì)開發(fā)了適合我國移動(dòng)通信業(yè)的品牌體驗(yàn)量表，確定了品牌體驗(yàn)是由感官、認(rèn)知和行動(dòng)三維度構(gòu)成。以此為基礎(chǔ)，構(gòu)建了品牌體驗(yàn)、品牌關(guān)系和品牌忠誠之間的概念模型，應(yīng)用結(jié)構(gòu)方程模型分析表明，感官體驗(yàn)、認(rèn)知體驗(yàn)、行動(dòng)體驗(yàn)對(duì)品牌關(guān)系具有顯著的正向效應(yīng)，品牌關(guān)系對(duì)品牌忠誠具有明顯的正向影響，品牌體驗(yàn)通過品牌關(guān)系影響品牌忠誠。接著，選擇RFM模型來計(jì)算移動(dòng)通信業(yè)的客戶價(jià)值，并以客戶價(jià)值為依據(jù)將全部客戶劃分為8類。針對(duì)這8類客戶，本文應(yīng)用結(jié)構(gòu)方程多群組分析，發(fā)現(xiàn)客戶價(jià)值是品牌體驗(yàn)對(duì)品牌忠誠發(fā)揮作用的重要調(diào)節(jié)變量，并進(jìn)一步結(jié)合DEA超效率模型，深入探討了品牌體驗(yàn)對(duì)品牌忠誠的作用機(jī)制產(chǎn)生差異的原因以及改進(jìn)的建議。 本文的研究在理論上為品牌體驗(yàn)相關(guān)研究的本土化和行業(yè)化作了更加細(xì)致深入工作，在實(shí)踐上為移動(dòng)通信運(yùn)營商提升品牌忠誠和客戶價(jià)值，提供了有益的指導(dǎo)與建議。
[Abstract]:The result of the analysis on the competition pattern of the mobile communication market shows that the competition of the telecom industry is more intense after the reorganization. The mobile communication industry has gradually entered the era of winning brand experience. Therefore, this paper analyzes how the mobile communication customer brand experience has an impact on brand loyalty, and the role of brand relationship and customer value. According to the analysis results, it is one of the most concerned hotspots in the industry to take corresponding improvement measures. In this study, the mobile communication industry customers as the research object, designed and developed a brand experience scale suitable for China's mobile communication industry, determined that brand experience is made up of sensory, cognitive and action three-dimensional. The conceptual model of brand experience, brand relationship and brand loyalty is constructed. The application of structural equation model shows that sensory experience, cognitive experience and action experience have significant positive effects on brand relationship. Brand relationship has a significant positive impact on brand loyalty. Brand experience affects brand loyalty through brand relationship. Then RFM model is selected to calculate the customer value of mobile communication industry. Based on customer value, all customers are divided into 8 categories. For these eight types of customers, this paper applies structural equation multi-group analysis, and finds that customer value is an important adjustment variable of brand experience to brand loyalty. Combined with the DEA super-efficiency model, the reasons of the difference in the mechanism of brand experience to brand loyalty and the suggestions for improvement are discussed. The research of this paper theoretically makes a more detailed and thorough work for the localization and industrization of the related research on brand experience and promotes brand loyalty and customer value for mobile communication operators in practice. Some useful guidance and suggestions are provided.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2012
【分類號(hào)】：F626;F274

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