本文選題：百貨商店　切入點：服務(wù)體驗　出處：《上海對外經(jīng)貿(mào)大學(xué)學(xué)報》2017年05期 　論文類型：期刊論文

【摘要】：在電子商務(wù)的沖擊下,實體百貨商店面臨著嚴(yán)峻的競爭壓力。改善服務(wù)環(huán)節(jié)、增加顧客體驗成為傳統(tǒng)百貨商店提升商業(yè)競爭力的主要戰(zhàn)略。論文基于服務(wù)營銷與體驗營銷理論,將服務(wù)體驗分為購物環(huán)境、產(chǎn)品體驗、售后服務(wù)和人員服務(wù)四個維度,構(gòu)建了百貨商店服務(wù)體驗影響消費者忠誠度的概念模型。論文采用實地發(fā)放問卷為主、網(wǎng)絡(luò)問卷為輔的方法,收集了一手?jǐn)?shù)據(jù)對模型進(jìn)行了實證分析。結(jié)果表明百貨商場的服務(wù)體驗對消費者滿意度和忠誠度具有顯著影響。傳統(tǒng)百貨企業(yè)有必要針對消費者的行為偏好,適度增加服務(wù)體驗以應(yīng)對電子商務(wù)的挑戰(zhàn)。
[Abstract]:Under the impact of electronic commerce, physical department stores are facing severe competitive pressure. Improving service links and increasing customer experience are the main strategies for traditional department stores to enhance their business competitiveness. This paper is based on the theory of service marketing and experiential marketing. The service experience is divided into four dimensions: shopping environment, product experience, after-sales service and personnel service. Online questionnaire as a supplementary method, The empirical results show that the service experience of department stores has a significant impact on consumer satisfaction and loyalty. It is necessary for traditional department stores to focus on consumers' behavior preferences. Appropriately increase the service experience to meet the challenges of e-commerce.
【作者單位】： 上海大學(xué)悉尼工商學(xué)院;
【分類號】：F274;F721
，

本文編號：1596676