零售业商品缺货与企业信誉关系的实证研究
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摘要
在整个的销售链条上零售处于终端的位置,是连接生产和消费的纽带。零售业的兴旺发达,已经成为国民经济持续景气的必要条件。虽然当前中国的零售业获得了突飞猛进的发展,但是在快速发展的同时也存在很多的问题,其中商品缺货问题尤为地突出。商品缺货不仅会引发销售额的下降和流失,而且还会对顾客的满意度和忠诚度产生影响。而作为企业无形资本的企业信誉,是建立在企业过去的行为和整体表现的基础之上。对于企业而言,要想立足于市场并且获得竞争优势,良好的企业信誉是其有利的法宝。本文分析了缺货对于顾客满意、顾客忠诚以及企业信誉的影响,探讨了良好的企业信誉是否对由商品缺货所引发的顾客满意和顾客忠诚的变化有着调节作用,从而对我国零售业的管理者提供管理建议和意见。
本文首先回顾了商品缺货、企业信誉、顾客满意以及顾客忠诚的相关理论,然后根据已有的研究进行相关的推导,建立本文的研究框架和假设,对量表进行开发,形成调查问卷。本研究主要立足于大连地区,并且以当地的大中型超市为研究对象,通过非概率抽样的调查法对大连地区的消费者进行了调查。本次调研总共发调查问卷三百份,回收问卷二百八十五份,其中有效问卷二百七十份。运用统计软件SPSS18.0对调研数据进行描述性统计分析、因子分析、相关分析、回归分析以及多层次回归分析。得出如下结论：
零售商店的商品缺货对顾客满意和顾客忠诚有着显著的负向的影响；商品缺货对企业信誉有着显著的负向影响。而经过多层次回归分析后发现,良好的企业信誉对于缺货所引起的顾客满意和顾客忠诚的变化有着调节作用。
As the end of sale chain, retail business is the bridge between production and consumption. The flourishing retail business has become an essential condition for lasting boom of national economy. Although, at present, Chinese retail business has got roaring development, many problems still exist, especially stock-out. It will lead to sales decline, but also affect the customer satisfaction and loyalty. As an intangible capital, corporate reputation is a comprehensive representation of the behavior and result in the past. Good corporate reputation is the key to get a foothold in the market. Thus, this paper researches the stock-out, and its impact on customer satisfaction & loyalty and corporate reputation, and whether corporate reputation can regulate the negative change of customer satisfaction & loyalty caused by stock-out. At last, this paper aims at providing management reference to the managers in retail business.
This paper firstly reviews some theories related to stock-out, corporate reputation, customer satisfaction and customer loyalty. And then carry out the deduction on the base of the existing research, build a research frame and hypothesis, and develop the scale into questionnaire. This research takes the medium and large supermarkets in Dalian as the object of study, and investigates the consumers in Dalian by non-probability sampling. In this research, totally 300 questionnaires have been handed out,285 have been taken back, and among them 270 are effective. After descriptive statistics analysis, factor analysis, correlation analysis, regression analysis and multi-level regression analysis by statistical software SPSS18.0, draw the following conclusion:
Stock-out of retail store has a remarkable negative impact on customer satisfaction and loyalty, so is stock-out to corporate reputation. Another conclusion has been got by multi-level regression analysis:good corporate reputation can regulate the negative change of customer satisfaction and loyalty caused by stock-out.
本文首先回顾了商品缺货、企业信誉、顾客满意以及顾客忠诚的相关理论,然后根据已有的研究进行相关的推导,建立本文的研究框架和假设,对量表进行开发,形成调查问卷。本研究主要立足于大连地区,并且以当地的大中型超市为研究对象,通过非概率抽样的调查法对大连地区的消费者进行了调查。本次调研总共发调查问卷三百份,回收问卷二百八十五份,其中有效问卷二百七十份。运用统计软件SPSS18.0对调研数据进行描述性统计分析、因子分析、相关分析、回归分析以及多层次回归分析。得出如下结论：
零售商店的商品缺货对顾客满意和顾客忠诚有着显著的负向的影响；商品缺货对企业信誉有着显著的负向影响。而经过多层次回归分析后发现,良好的企业信誉对于缺货所引起的顾客满意和顾客忠诚的变化有着调节作用。
As the end of sale chain, retail business is the bridge between production and consumption. The flourishing retail business has become an essential condition for lasting boom of national economy. Although, at present, Chinese retail business has got roaring development, many problems still exist, especially stock-out. It will lead to sales decline, but also affect the customer satisfaction and loyalty. As an intangible capital, corporate reputation is a comprehensive representation of the behavior and result in the past. Good corporate reputation is the key to get a foothold in the market. Thus, this paper researches the stock-out, and its impact on customer satisfaction & loyalty and corporate reputation, and whether corporate reputation can regulate the negative change of customer satisfaction & loyalty caused by stock-out. At last, this paper aims at providing management reference to the managers in retail business.
This paper firstly reviews some theories related to stock-out, corporate reputation, customer satisfaction and customer loyalty. And then carry out the deduction on the base of the existing research, build a research frame and hypothesis, and develop the scale into questionnaire. This research takes the medium and large supermarkets in Dalian as the object of study, and investigates the consumers in Dalian by non-probability sampling. In this research, totally 300 questionnaires have been handed out,285 have been taken back, and among them 270 are effective. After descriptive statistics analysis, factor analysis, correlation analysis, regression analysis and multi-level regression analysis by statistical software SPSS18.0, draw the following conclusion:
Stock-out of retail store has a remarkable negative impact on customer satisfaction and loyalty, so is stock-out to corporate reputation. Another conclusion has been got by multi-level regression analysis:good corporate reputation can regulate the negative change of customer satisfaction and loyalty caused by stock-out.
引文
[1]马龙龙.流通产业组织[M].北京：清华大学出版社,2006.3.
[2]黄国雄,王强.现代零售学[M].北京：中国人民大学出版社,2008
[3]王蓁.价格策略与商品缺货现状[J].现代商业,2008(2)：17-19
[4]范春丽.解析“中国商品缺货研究”[J]信息与电脑,2004(2)：26-28
[5]王华清,钱琴,薛延延.零售业顾客缺货反应研究评述[J].商业研究,2009(385)：134-138
[6]李宏,孙明贵.基于消费者行为反应的缺货管理研究[J].海南大学学报人文社会科,2009(5)
[7]ECR Europe. ECR-Optimal Shelf Availability, increasing shopper satisfaction at the moment of truth,2003[C] ECR Europe, Brussels.
[8]Chopra S, and P. Meindl. Supply chain management-strategy, planning and operation.3rd Upper Saddle River,2007[C].NJ:Pearson Prentice Hall.
[9]Jesper Aastrup and Herbert Kotza. Forty years of Out-of-Stock research-and shelves are still empty International Review of Retail, Distribution and Consumer Research. 2010 (2):147-164b
[10]龚国华,胡佳粒,张峰.从商品缺货现象看零售业的供应链管理[J].物流科技,2004,105：49-52
[11]于建红.基于降低商品缺货的连锁超市物流模式研究[J].物流技术,2007.26(7)：54-85
[12]郑文新.连锁零售终端商品缺货问题研究[J].商场现代化,2007(513)：1-2
[13]董丁丁.企业缺货问题的探讨[J].企业管理,2010,27-28
[14]Walter, C. K., and J. R. Grabner. Stock out cost models:Empirical tests in a retail situation[J]. Journal of Marketing 1975,3:56-68.
[15]Schary, P. B.,and M.Christopher. The anatomy of a stock-out[J]. Journal of Retailing, 1979,2:59-70.
[16]Emmelhainz L. W, M. A. Emmelhainz, J. R. Stock. Consumer responses to retail stock-outs [J]. Journal of Retailing,1991,2:138-47.
[17]Verbeke, W., P. Farris, and R.Thurik. Consumer response to the preferred brand out-of-stock s i tuati on [J]. European Journal of Marketing,1998,11/12:1008-28.
[18]Campo, K, E. Gijsbrechts, and P. Nisol. Towards understanding consumer response to stock-out [J]. Journal of Retailing,2000,2:219-42.
[19]Kucuk, S. U. Reducing out-of-stock costs in a developing retailer sector [J]. Journal of International Consumer Marketing,2004,3:75-104.
[20]Sloot, L. M., P. C. Verhoef, and P. H.Franses. The impact of brand equity and the Hedonic level of products on consumer stock-out reactions [J].Journal of Retailing, 2005,1:15-34
[21]Dadzie,K.Q, and E.Winston. Consumer response to stock-out in the online supply chain [J]. International Journal of Physical Distribution & Logistics Management,2007,1: 19-42.
[22]Levitt, T. (1965), Industrial Purchasing Behavior:A Study of Communications Effects, Division of Research, Harvard Business School, Boston, MA.
[23]Weigelt,K. and Camerer, C. Reputation and corporate strategy:a review of recent theory and applications[J]. Strategic Management Journal,1988,9:443-54.
[24]Yoon, E., Guffey, H. J. and Ki jewski, V. The effects of information and company reputation on intentions to buy a business service [J]. Journal of Business Research,1993, 27:215-28.
[25]刘翠芬.品牌战略与信誉管理[J].公关世界,2005,5：43-45
[26]吴晓玲.品牌信誉评价的三个维度[J].企业改革与管理,2007,10：10-11
[27]Herbig, P. and Milewicz, J. The relationship of reputation and credibility to brand success[J]. Journal of Consumer Marketing,1993,1:5-10.
[28]Nick Bontis, Lorne D. Booker, Alexander Serenko. The mediating effect of organizational reputation on customer loyalty and service recommendation in the banking industry [J]. Management Decision,2007,45(9):1426-1445
[29]Gremler, D.D. &Brown, S. W. Service Loyalty Its nature, Importance, and Implications. [J]Advancing Service Quality:A Global Perspective, International Service Quality Association,19963:171-180
[30]Christian Gronroos, Service Management Marketing[M]. Lexington Books,1990.4
[31]Philip Kotler, Marketing Management[M]. Pearson Ltd.2003
[32]Thibaut, John W. and Harold H. Kelley (1959). The Social Psychology of Groups[M]. New York:John Wiley &Sons
[33]胡强,杨本芳.服务质量对顾客满意度和忠诚度的影响[J].商场现代化,2007,501：113-114
[34]Oliver R L. When consumer loyalty? [J]. Journal of Marketing,1999,63(Special Issue): 33-44
[35]吴明隆SPSS统计应用实务[M].科学出版社,2003年版
[36]郝黎仁,樊元SPSS实用统计分析[M].中国水利水电出版社2003年
[37]Guilford J P. Fundamental Statistics in Psychology and Education [M].New York:McGraw-Hill,1965:108-120.
[38]James L R, Brett J M. Mediators, moderators and tests for mediation. Journal of Applied Psychology,1984,69(2):307-321
[39]温忠麟,侯杰泰,张雷.调节效应与中介效应的比较和应用[J].心理学报,2005,37(2)：268-274.
[2]黄国雄,王强.现代零售学[M].北京：中国人民大学出版社,2008
[3]王蓁.价格策略与商品缺货现状[J].现代商业,2008(2)：17-19
[4]范春丽.解析“中国商品缺货研究”[J]信息与电脑,2004(2)：26-28
[5]王华清,钱琴,薛延延.零售业顾客缺货反应研究评述[J].商业研究,2009(385)：134-138
[6]李宏,孙明贵.基于消费者行为反应的缺货管理研究[J].海南大学学报人文社会科,2009(5)
[7]ECR Europe. ECR-Optimal Shelf Availability, increasing shopper satisfaction at the moment of truth,2003[C] ECR Europe, Brussels.
[8]Chopra S, and P. Meindl. Supply chain management-strategy, planning and operation.3rd Upper Saddle River,2007[C].NJ:Pearson Prentice Hall.
[9]Jesper Aastrup and Herbert Kotza. Forty years of Out-of-Stock research-and shelves are still empty International Review of Retail, Distribution and Consumer Research. 2010 (2):147-164b
[10]龚国华,胡佳粒,张峰.从商品缺货现象看零售业的供应链管理[J].物流科技,2004,105：49-52
[11]于建红.基于降低商品缺货的连锁超市物流模式研究[J].物流技术,2007.26(7)：54-85
[12]郑文新.连锁零售终端商品缺货问题研究[J].商场现代化,2007(513)：1-2
[13]董丁丁.企业缺货问题的探讨[J].企业管理,2010,27-28
[14]Walter, C. K., and J. R. Grabner. Stock out cost models:Empirical tests in a retail situation[J]. Journal of Marketing 1975,3:56-68.
[15]Schary, P. B.,and M.Christopher. The anatomy of a stock-out[J]. Journal of Retailing, 1979,2:59-70.
[16]Emmelhainz L. W, M. A. Emmelhainz, J. R. Stock. Consumer responses to retail stock-outs [J]. Journal of Retailing,1991,2:138-47.
[17]Verbeke, W., P. Farris, and R.Thurik. Consumer response to the preferred brand out-of-stock s i tuati on [J]. European Journal of Marketing,1998,11/12:1008-28.
[18]Campo, K, E. Gijsbrechts, and P. Nisol. Towards understanding consumer response to stock-out [J]. Journal of Retailing,2000,2:219-42.
[19]Kucuk, S. U. Reducing out-of-stock costs in a developing retailer sector [J]. Journal of International Consumer Marketing,2004,3:75-104.
[20]Sloot, L. M., P. C. Verhoef, and P. H.Franses. The impact of brand equity and the Hedonic level of products on consumer stock-out reactions [J].Journal of Retailing, 2005,1:15-34
[21]Dadzie,K.Q, and E.Winston. Consumer response to stock-out in the online supply chain [J]. International Journal of Physical Distribution & Logistics Management,2007,1: 19-42.
[22]Levitt, T. (1965), Industrial Purchasing Behavior:A Study of Communications Effects, Division of Research, Harvard Business School, Boston, MA.
[23]Weigelt,K. and Camerer, C. Reputation and corporate strategy:a review of recent theory and applications[J]. Strategic Management Journal,1988,9:443-54.
[24]Yoon, E., Guffey, H. J. and Ki jewski, V. The effects of information and company reputation on intentions to buy a business service [J]. Journal of Business Research,1993, 27:215-28.
[25]刘翠芬.品牌战略与信誉管理[J].公关世界,2005,5：43-45
[26]吴晓玲.品牌信誉评价的三个维度[J].企业改革与管理,2007,10：10-11
[27]Herbig, P. and Milewicz, J. The relationship of reputation and credibility to brand success[J]. Journal of Consumer Marketing,1993,1:5-10.
[28]Nick Bontis, Lorne D. Booker, Alexander Serenko. The mediating effect of organizational reputation on customer loyalty and service recommendation in the banking industry [J]. Management Decision,2007,45(9):1426-1445
[29]Gremler, D.D. &Brown, S. W. Service Loyalty Its nature, Importance, and Implications. [J]Advancing Service Quality:A Global Perspective, International Service Quality Association,19963:171-180
[30]Christian Gronroos, Service Management Marketing[M]. Lexington Books,1990.4
[31]Philip Kotler, Marketing Management[M]. Pearson Ltd.2003
[32]Thibaut, John W. and Harold H. Kelley (1959). The Social Psychology of Groups[M]. New York:John Wiley &Sons
[33]胡强,杨本芳.服务质量对顾客满意度和忠诚度的影响[J].商场现代化,2007,501：113-114
[34]Oliver R L. When consumer loyalty? [J]. Journal of Marketing,1999,63(Special Issue): 33-44
[35]吴明隆SPSS统计应用实务[M].科学出版社,2003年版
[36]郝黎仁,樊元SPSS实用统计分析[M].中国水利水电出版社2003年
[37]Guilford J P. Fundamental Statistics in Psychology and Education [M].New York:McGraw-Hill,1965:108-120.
[38]James L R, Brett J M. Mediators, moderators and tests for mediation. Journal of Applied Psychology,1984,69(2):307-321
[39]温忠麟,侯杰泰,张雷.调节效应与中介效应的比较和应用[J].心理学报,2005,37(2)：268-274.