本文關(guān)鍵詞： 服務(wù)體驗(yàn) 品牌關(guān)系 感知價(jià)值 中介作用　出處：《安徽財(cái)經(jīng)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：品牌關(guān)系,是品牌與消費(fèi)者之間發(fā)生互動(dòng)后的反應(yīng)。它伴隨著品牌而成長(zhǎng),良好的品牌關(guān)系是企業(yè)重要的無(wú)形資產(chǎn)。隨著社會(huì)的進(jìn)步與經(jīng)濟(jì)的發(fā)展,體驗(yàn)經(jīng)濟(jì)時(shí)代已經(jīng)來(lái)臨。企業(yè)通過(guò)向消費(fèi)者提供產(chǎn)品和產(chǎn)品服務(wù),創(chuàng)造出令消費(fèi)者印象深刻的感受,從而提高消費(fèi)者對(duì)商品的重復(fù)購(gòu)買率和品牌忠誠(chéng)度。體驗(yàn)營(yíng)銷在企業(yè)的發(fā)展過(guò)程中起著越來(lái)越重要的作用,而服務(wù)體驗(yàn)作為體驗(yàn)營(yíng)銷與品牌管理的結(jié)合,在企業(yè)品牌關(guān)系中地位也越來(lái)越重要。企業(yè)如何通過(guò)創(chuàng)造良好的服務(wù)體驗(yàn)來(lái)達(dá)到提高消費(fèi)者的品牌忠誠(chéng)度的目的,成為學(xué)術(shù)界研究的新興熱點(diǎn)。一些學(xué)者對(duì)聯(lián)系服務(wù)體驗(yàn)與品牌關(guān)系的變量進(jìn)行研究,比如品牌價(jià)值和利益的選擇路徑、信息來(lái)源解碼形象等。但是,這些研究主要考慮的是利用服務(wù)體驗(yàn)所帶來(lái)的功能性價(jià)值來(lái)提升品牌關(guān)系,除此之外,品牌關(guān)系在很大程度上受到消費(fèi)者對(duì)品牌感知認(rèn)識(shí)的影響。因此,本文在服務(wù)體驗(yàn)對(duì)品牌關(guān)系的影響中引入感知價(jià)值這個(gè)中介變量,著重論述服務(wù)體驗(yàn)對(duì)品牌關(guān)系的影響過(guò)程及其途徑,并在此基礎(chǔ)之上構(gòu)建概念模型,并提出相應(yīng)的研究假設(shè)。本研究選取中國(guó)知名移動(dòng)通訊品牌作為研究對(duì)象。首先,移動(dòng)通訊品牌屬于服務(wù)行業(yè)的品牌,具有一定的特殊性,通過(guò)對(duì)本研究的結(jié)果進(jìn)行驗(yàn)證,來(lái)確定在中國(guó)的移動(dòng)通訊品牌乃至整個(gè)服務(wù)行業(yè)領(lǐng)域里,這個(gè)理論是否成立。其次,在現(xiàn)代社會(huì),移動(dòng)通訊品牌提供的服務(wù)無(wú)處不在,研究進(jìn)行調(diào)查和獲取樣本數(shù)據(jù)非常方便。本文通過(guò)結(jié)構(gòu)方程模型進(jìn)行分析,得到以下結(jié)論:(1)服務(wù)體驗(yàn)對(duì)品牌關(guān)系有重大積極的影響。(2)服務(wù)體驗(yàn)對(duì)感知價(jià)值有顯著的積極影響。(3)感知價(jià)值對(duì)品牌關(guān)系有顯著的正面影響。(4)感知價(jià)值在品牌的服務(wù)體驗(yàn)中起了部分中介效應(yīng)。本文重點(diǎn)論述的是服務(wù)體驗(yàn)對(duì)品牌關(guān)系的影響過(guò)程和原理,將感知價(jià)值作為中介變量引入概念模型,明確了在服務(wù)通訊品牌行業(yè)里,服務(wù)體驗(yàn)通過(guò)感知價(jià)值的中介作用,對(duì)消費(fèi)者的品牌忠誠(chéng)產(chǎn)生顯著影響,進(jìn)而影響品牌關(guān)系。這個(gè)發(fā)現(xiàn)有助于我們更加深入的理解服務(wù)體驗(yàn)與品牌關(guān)系之間的影響層次,令我們對(duì)影響品牌關(guān)系的因素有了更加明確的認(rèn)識(shí),選取新的視角對(duì)服務(wù)體驗(yàn)和品牌關(guān)系進(jìn)行研究。研究結(jié)果對(duì)企業(yè)如何增進(jìn)品牌關(guān)系具有一定的現(xiàn)實(shí)意義。本研究由于時(shí)間、精力等各種方面的原因,依然存在不足之處。首先,本研究選擇在校大學(xué)生作為數(shù)據(jù)采集的樣本,并不具備普遍的代表性。其次,本研究采用的測(cè)試量表并不是特別針對(duì)具體服務(wù)行業(yè)的開(kāi)發(fā)與研究,而是對(duì)整個(gè)行業(yè)的綜合開(kāi)發(fā)考量。在將來(lái)的研究中,可以對(duì)研究方法更進(jìn)一步的優(yōu)化,并對(duì)服務(wù)體驗(yàn)影響品牌關(guān)系的其他因素加以更深刻的研究與分析。
[Abstract]:Brand relationship is the reaction of the interaction between brand and consumer. It grows with brand. Good brand relationship is an important intangible asset of enterprise. With the development of society and economy, The era of experience economy has come. By providing products and services to consumers, enterprises create feelings that impress consumers. Experience marketing plays a more and more important role in the development of enterprises, and service experience is the combination of experience marketing and brand management. How to create a good service experience to achieve the purpose of improving consumer brand loyalty, Some scholars study the variables of the relationship between service experience and brand, such as the choice of brand value and interest, information source decoding image, etc. However, These studies mainly consider the use of the functional value brought by the service experience to enhance brand relationships. In addition, brand relationships are largely influenced by consumers' awareness of brand awareness. This paper introduces the intermediary variable of perceived value into the influence of service experience on brand relationship, emphasizes on the process and approach of service experience influencing brand relationship, and builds a conceptual model on this basis. And put forward the corresponding research hypotheses. This research selects the well-known Chinese mobile communication brand as the research object. Firstly, the mobile communication brand belongs to the service industry brand, has certain particularity, through this research result carries on the confirmation, To determine whether this theory holds in China's mobile communication brands and even in the entire service industry. Secondly, in modern society, mobile communication brands provide services everywhere. It is very convenient to investigate and obtain sample data. We get the following conclusion: 1) Service experience has a significant positive impact on brand relationship. 2) Service experience has a significant positive impact on perceived value. 3) perceived value has a significant positive impact on brand relationship. This paper focuses on the process and principle of the influence of service experience on brand relationship. By introducing perceived value as an intermediary variable into the conceptual model, it is clear that in the service communication brand industry, service experience has a significant impact on consumer brand loyalty through the intermediary role of perceived value. This finding helps us to understand the level of influence between the service experience and the brand relationship, and makes us have a clearer understanding of the factors that affect the brand relationship. Choose a new perspective to study the relationship between service experience and brand. The results of the study have a certain practical significance on how to enhance brand relationship. This study still has some shortcomings due to time, energy and other reasons. This study chooses college students as the sample of data collection, which is not universally representative. Secondly, the test scale used in this study is not specifically aimed at the development and research of specific service industries. In the future research, we can further optimize the research methods, and further study and analyze the other factors that influence the brand relationship of the service experience.
【學(xué)位授予單位】：安徽財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F273.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 傅云霞;;消費(fèi)者品牌體驗(yàn)影響因素探析[J];時(shí)代金融;2016年08期

2 金倩;;從游客的體驗(yàn)旅游需求解讀產(chǎn)品的創(chuàng)新開(kāi)發(fā)[J];經(jīng)濟(jì)研究導(dǎo)刊;2015年25期

3 徐小龍;;消費(fèi)者——品牌關(guān)系再續(xù)研究述評(píng)[J];消費(fèi)經(jīng)濟(jì);2015年03期

4 商迎秋;祝合良;;強(qiáng)勢(shì)服務(wù)品牌創(chuàng)建路徑[J];中國(guó)流通經(jīng)濟(jì);2015年03期

5 蔡丹紅;裴來(lái)輝;;品牌關(guān)系研究文獻(xiàn)綜述[J];杭州電子科技大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2014年06期

6 張明立;唐塞麗;王偉;;服務(wù)主導(dǎo)邏輯下品牌關(guān)系互動(dòng)對(duì)品牌忠誠(chéng)的影響[J];管理學(xué)報(bào);2014年08期

7 溫韜;;服裝專賣店情調(diào)體驗(yàn)的影響因素及其模型構(gòu)建[J];對(duì)外經(jīng)貿(mào);2014年07期

8 溫碧燕;童夢(mèng)詩(shī);;顧客感知購(gòu)物價(jià)值構(gòu)成維度及其與購(gòu)物滿意度的關(guān)系研究[J];商業(yè)研究;2014年06期

9 陳曄;牛振邦;張輝;;服務(wù)界面感知對(duì)顧客體驗(yàn)與行為意向的影響[J];南大商學(xué)評(píng)論;2014年01期

10 蔣廉雄;吳水龍;;整體視角下的復(fù)合-層級(jí)品牌知識(shí)模型研究[J];管理學(xué)報(bào);2014年05期

，

本文編號(hào)：1498884