【摘要】：近幾年來,中國的消費(fèi)環(huán)境發(fā)生了巨大的變化,消費(fèi)者收入增長迅速,消費(fèi)結(jié)構(gòu)和能力得到持續(xù)改善,消費(fèi)者日益注重產(chǎn)品質(zhì)量和形象。中國市場企業(yè)間的競爭越來越激烈,單純的價格戰(zhàn)失去了原有的威力,建立顧客忠誠成為企業(yè)尋求競爭優(yōu)勢的重要手段。品牌形象對消費(fèi)者購買行為有重要影響。因此,研究品牌形象如何影響顧客忠誠具有十分重要的實踐意義。 本研究工作主要包括兩個方面：(1)構(gòu)建品牌形象的理論架構(gòu),在此基礎(chǔ)上建立了品牌形象與感知質(zhì)量,顧客滿意和顧客忠誠的影響機(jī)制模型；(2)運(yùn)用結(jié)構(gòu)方程模型研究品牌形象與顧客感知質(zhì)量,顧客滿意,顧客忠誠的關(guān)系。 針對上述兩個方面的內(nèi)容,本研究以貝爾模型作為品牌形象的測量模型,選擇手機(jī)作為研究行業(yè),在訪談和借鑒國內(nèi)外研究成果的基礎(chǔ)上,設(shè)計相應(yīng)的變量測量項目,并且通過預(yù)調(diào)研對問卷的信度和效度進(jìn)行了檢驗。正式調(diào)查問卷以隨機(jī)抽樣的方式進(jìn)行調(diào)查,通過網(wǎng)上發(fā)放和現(xiàn)場發(fā)放兩種方式收集問卷。 本研究采用SPSS 13.0和AMOS 4.0軟件對調(diào)查數(shù)據(jù)進(jìn)行統(tǒng)計分析,得到主要結(jié)論如下：(1)本研究運(yùn)用探索性因子分析,構(gòu)建出手機(jī)品牌形象的測量量表,測量量表包含29個測量項目和3個因子,分別為：產(chǎn)品或服務(wù)自身形象(11個測量項目)、企業(yè)形象(10個測量項目)、消費(fèi)者形象(8個測量項目)；(2)產(chǎn)品或服務(wù)自身形象,企業(yè)形象和消費(fèi)者形象這三個因子對顧客感知質(zhì)量、顧客滿意有顯著的正相關(guān)影響,其中產(chǎn)品或服務(wù)自身形象對顧客感知質(zhì)量、顧客滿意的影響最顯著；(3)產(chǎn)品或服務(wù)自身形象因子對顧客忠誠有顯著的正相關(guān)影響,企業(yè)形象和消費(fèi)者形象對顧客忠誠沒有直接的影響,但是通過感知質(zhì)量,顧客滿意間接影響顧客忠誠；(4)感知質(zhì)量對顧客滿意和顧客忠誠有顯著的正相關(guān)影響,顧客滿意對顧客忠誠有顯著的正相關(guān)影響。
[Abstract]:In recent years, great changes have taken place in China's consumption environment, consumer income has increased rapidly, consumption structure and ability have been continuously improved, and consumers are paying more and more attention to product quality and image. The competition among enterprises in Chinese market is becoming more and more fierce, and the simple price war has lost its original power. Establishing customer loyalty has become an important means for enterprises to seek competitive advantage. Brand image has an important impact on consumer buying behavior. Therefore, it is of great practical significance to study how brand image affects customer loyalty. This research mainly includes two aspects: (1) constructing the theoretical framework of brand image, and then establishing the influence mechanism model of brand image and perceived quality, customer satisfaction and customer loyalty; (2) the relationship between brand image and customer perceived quality, customer satisfaction and customer loyalty is studied by using structural equation model. In view of the above two aspects, this research takes Bell model as the brand image measurement model, chooses the mobile phone as the research industry, designs the corresponding variable measurement item on the basis of the interview and the domestic and foreign research results. The reliability and validity of the questionnaire were tested by pre-investigation. The formal questionnaire was collected by random sampling, and the questionnaire was collected by online distribution and field distribution. This study uses SPSS 13.0 and AMOS 4.0 software to carry on the statistical analysis to the investigation data, obtains the main conclusion as follows: (1) this research uses the exploratory factor analysis, constructs the mobile phone brand image measurement scale, The measurement scale includes 29 measurement items and 3 factors, which are: product or service self-image (11 measurement items), corporate image (10 measurement items), consumer image (8 measurement items); (2) the product or service self-image, enterprise image and consumer image have significant positive correlation to customer perceived quality and customer satisfaction, among which the product or service image has significant positive correlation with customer perceived quality. The effect of customer satisfaction is the most significant; (3) the product or service's own image factor has the significant positive correlation to the customer loyalty, the enterprise image and the consumer image have no direct influence on the customer's loyalty, but through the perception quality, the customer's satisfaction indirectly affects the customer's loyalty; (4) perceived quality has significant positive correlation with customer satisfaction and customer loyalty, and customer satisfaction has significant positive correlation with customer loyalty.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2;F426.6;F224

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