本文選題：忠誠計劃服務質(zhì)量 + 關系質(zhì)量�。� 參考：《北京理工大學》2015年碩士論文

【摘要】：近幾十年來,電子商務的發(fā)展使得零售行業(yè)的競爭日趨激烈,忠誠計劃已經(jīng)成為零售商最常用的顧客維系方式。并且隨著服務經(jīng)濟時代的到來,顧客對產(chǎn)品和服務的追求不再僅停留在物美價廉的層面上,而是越來越注重服務質(zhì)量以及關系質(zhì)量的感知。特別是在超市領域,新的超市的出現(xiàn)以及國外超市的涌入使得超市行業(yè)的競爭愈加激烈,形成國內(nèi)外超市共存的競爭格局,這也使得超市企業(yè)有必要通過實施和改善忠誠計劃來實現(xiàn)顧客維系。相應的,對忠誠計劃環(huán)境下的服務質(zhì)量、關系質(zhì)量以及顧客忠誠的研究也因此成為各界關注的焦點。本文選取了超市行業(yè)作為研究對象,在對相關文獻進行總結和分析的基礎上,結合研究對象的市場特征及服務質(zhì)量的特點,開發(fā)了忠誠計劃服務質(zhì)量的測量量表,構建了有針對性的關系質(zhì)量和顧客忠誠的評價維度,并引入顧客關系傾向作為調(diào)節(jié)變量,提出了相應的假設并構建相關的結構模型。隨后通過問卷的設計來獲取數(shù)據(jù),并采用信度分析、效度分析、結構方程模型分析、多因素方差分析等方法對模型及假設進行驗證并得出相應結論。研究結果表明:超市行業(yè)的忠誠計劃服務質(zhì)量包括計劃政策、積分獎勵、個性化和溝通質(zhì)量四個維度,其中積分獎勵和溝通質(zhì)量對關系質(zhì)量的感知有著顯著的正向影響,并且顧客關系傾向能夠顯著地增強積分獎勵對關系質(zhì)量的影響力度;關系質(zhì)量對計劃忠誠和品牌忠誠的影響也都是顯著的,而且對于計劃忠誠的正向影響力更強;此外證明了計劃忠誠是可以帶來品牌忠誠的�；谏鲜龅难芯拷Y論,本文對超市行業(yè)或者其他相似的零售行業(yè)的企業(yè)管理者提出了一些管理實踐建議,并闡述了本研究的局限性和未來的研究方向。
[Abstract]:In recent decades, with the development of electronic commerce, the competition of retail industry is becoming more and more fierce. Loyalty plan has become the most commonly used customer maintenance mode for retailers. And with the arrival of the service economy era, the customer's pursuit of products and services is no longer just on the level of quality and cheap, but more and more attention to the quality of service and the perception of relationship quality. Especially in the field of supermarkets, the emergence of new supermarkets and the influx of foreign supermarkets make the competition in the supermarket industry more intense, forming the competitive pattern of the coexistence of domestic and foreign supermarkets. This also makes it necessary for supermarket enterprises to implement and improve loyalty programs to achieve customer maintenance. Accordingly, the research on service quality, relationship quality and customer loyalty in loyalty planning environment has become the focus of attention. In this paper, the supermarket industry is selected as the research object. On the basis of summarizing and analyzing the relevant literature, combining the characteristics of market and service quality, the measurement scale of loyalty plan service quality is developed. The evaluation dimension of relationship quality and customer loyalty is constructed, and the customer relationship tendency is introduced as the adjustment variable, and the corresponding assumptions are put forward and the related structural model is constructed. Then the data are obtained by the design of the questionnaire, and the reliability analysis, validity analysis, structural equation model analysis and multivariate variance analysis are used to verify the model and hypothesis and draw the corresponding conclusions. The results show that the service quality of loyalty plan in supermarket industry includes four dimensions: plan policy, score reward, personalization and communication quality, among which the score reward and communication quality have a significant positive impact on the perception of relationship quality. And customer relationship tendency can significantly enhance the impact of reward on relationship quality, relationship quality has a significant impact on plan loyalty and brand loyalty, and the positive impact on plan loyalty is stronger. In addition, it proves that plan loyalty can lead to brand loyalty. Based on the above conclusions, this paper puts forward some practical suggestions to the managers of supermarket industry or other similar retail industries, and expounds the limitations of this study and the future research direction.
【學位授予單位】：北京理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F713.32

【參考文獻】

相關期刊論文 前9條

1 徐翼;蘇秦;李釗;;B2B下的客戶服務與關系質(zhì)量實證研究[J];管理科學;2007年02期

2 劉人懷,姚作為;關系質(zhì)量研究述評[J];外國經(jīng)濟與管理;2005年01期

3 劉洪程;顧客忠誠度與客戶關系管理的整合[J];當代經(jīng)濟;2004年08期

4 馬清學 ,張鵬偉;影響顧客忠誠度因素探析[J];企業(yè)活力;2003年04期

5 甘碧群,吳淼;論關系營銷與交易營銷的演化與兼容[J];商業(yè)經(jīng)濟與管理;2002年05期

6 張紅霞,趙立衛(wèi);論關系營銷在我國商業(yè)銀行中的運用[J];經(jīng)濟科學;1999年03期

7 劉云川;關系營銷與鐵路客運[J];綜合運輸;1998年04期

8 楊學瑜,李明恒;“關系營銷”中的價值分析[J];價值工程;1997年04期

9 王衛(wèi)國;市場營銷的新發(fā)展——關系營銷[J];外國經(jīng)濟與管理;1992年02期

，

本文編號：1953931