关于连锁超市顾客忠诚度影响因素的实证研究
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摘要
在过去的20年中,全社会消费品零售总额以每年15%的速度增长,我国已成为仅次于美国和日本的第三大零售市场,零售业也获得了长足的发展,超市和大卖场日益成为购物者首选的零售终端。连锁超市最早出现在上世纪九十年代初,经过了快速的导入期和成长期,现在已经步入了成熟的发展阶段。随着国外各零售巨头纷纷进入中国,市场竞争日趋激烈,我国连锁超市面临着前所未有的挑战,有的连锁超市在激烈的竞争中几乎销声匿迹。连锁超市只能在便利店和大卖场的夹缝中寻求发展,连锁超市面临着利润率下降、顾客流失率上升等问题。连锁超市主要以分布式的网点深入到居民小区,提供比大卖场便利的购物条件和比便利店全面的商品、低廉的价格来获取市场,顾客来源相对比较固定,顾客忠诚度对连锁超市的生存和发展至关重要。找出影响顾客忠诚的因素并提高顾客忠诚度成为了连锁超市零售业需要解决的问题。因此,研究我国连锁超市零售业的顾客忠诚度的影响因素有着极为重要的理论研究价值和现实意义。
本文主要通过理论和实证两个方面对连锁超市的顾客忠诚度及其影响因素进行了研究。首先总结了国内外学者对于顾客忠诚度的定义和衡量维度,并以学术界目前最认可的行为忠诚和态度忠诚两个方面对顾客忠诚进行定义,选取重复购买、交叉购买、口碑推荐、转换意愿四个维度来衡量顾客忠诚度。然后对影响顾客忠诚度的因素进行理论综述,最终选取顾客满意、转换成本、顾客信任三个因素作为影响顾客忠诚度的主要因素。再对借鉴其他学者对于这三个因素的研究成果,从感知质量、感知价值、顾客期望三个维度衡量顾客满意度,从机会成本、组织成本、沉没成本、风险成本、转换前的搜索和评估成本、转换后的学习成本六个维度衡量顾客的转换成本,从信任企业的产品和信任企业的员工两个维度衡量顾客信任。根据以上的理论研究成果,并借鉴国内外对顾客忠诚度的研究模型,构建了顾客忠诚度模型,并提出了相关假设。该模型主要弥补了满意度模型将顾客满意作为顾客忠诚度的唯一影响因素以及其他顾客忠诚度模型中对于顾客忠诚的影响因素衡量维度不足等缺陷。对于顾客忠诚度极其影响因素的衡量较为全面是本文的主要优点。最后通过问卷设计、问卷调研和样本数据收集,运用SPSS软件,采用因子分析、相关分析和多元回归分析等方法,对调研数据进行处理和分析,对各个假设进行验证。
通过研究得出以下结论:一、顾客满意度对顾客行为忠诚和态度忠诚有正面影响,而其中感知质量和感知价值因子最显著。二、转换成本对顾客行为忠诚和态度忠诚有正面影响,而连锁超市的顾客转换成本主要包括机会成本和沉没成本。特别要指出的是,其他理论研究表明较高的转换成本更容易产生顾客态度上的不忠诚,然而本研究发现较高的转换成本伴随着较高的态度忠诚,笔者分析认为这与连锁超市的顾客转换成本构成有直接联系,较高的沉没成本意味着顾客与企业已经建立了良好的关系,长时间的积累导致了顾客对企业产生好感,从而更容易促进了顾客的态度忠诚。三、顾客信任对顾客的行为忠诚和态度忠诚有正面影响,企业提供的产品以及值得信赖的员工对于建立和提高顾客忠诚度同样重要。
根据以上理论和实证研究的结果,本文提出了相应的策略建议。首先必须提高顾客满意度,才有可能形成顾客忠诚。可以通过增加产品种类、提高产品和服务质量、提供会员价格优惠、团购优惠等措施来提升顾客满意,长期的顾客满意很有可能通过老顾客的口碑推荐等方式带来新顾客。其次,提高顾客转换成本来留住老顾客,可以适当增加营业网点和不断加强和顾客的沟通等措施来实现。最后,保持企业的诚信经营也是建立顾客忠诚的重要措施。
During the past 20 years, total volume of social retail goods increased by 15% of the annual rate. China has become third-largest retail market, second only to the United States and Japan. Retail also has been considerable developed, supermarkets and hypermarkets are becoming the shoppers’preferred retail shopping terminal. Supermarket chains first appeared in the early 1990s in China, after rapidly growing, Supermarket chains now has entered a mature stage of development. With foreign retail giants have entered in China, the market competition is increasingly fierce. Supermarket chains are facing unprecedented challenges and some disappeared from the scene in the fierce competition. Supermarket chains seek development in the crack between convenience stores and hypermarkets, facing problems such as decline in profit margins, increased customer turnover rate. Supermarket chains distribute to small residential area, providing convenient service and low price compared to the hypermarkets and convenient stores. The source of customers is always fixed. So customer loyalty is critical to the survival and development of the supermarket chains. Paying more attention to customer loyalty and finding the influencing factors of customer loyalty are the keys for all large-scale retailers. So under this reality and theory circumstance, this thesis, research on factors influencing customer loyalty and their importance, is of important theory and reality meaning.
The thesis puts forward question which the thesis wants to resolve after generalizing and analyzing the status about the supermarket chains development in our country. According to the relevant literature and field surveys, which is used for reference, the thesis brings forward factors influencing customer loyalty considering our present status of the supermarket chains market. At the same time, the thesis has defined the meanings about factors, established appropriate indexes to measure these factors, founded the model of factors influencing customer loyalty and put forward interrelated hypothesis. The thesis makes an empirical research on factors influencing customer loyalty and their importance through questionnaire by applying SPSS software, then there are some conclusions as following:
First of all, customer satisfactory has a positive effect on loyalty, factors of which perceived quality and perceived value of the most significant. Secondly, the cost of conversion has a positive impact on customer loyalty. The opportunity cost and sinking costs contribute the most to the converting cost. In particular, we should point out is that other theoretical researches show that the higher the conversion cost customers may lead to low loyalty on attitude, but this study found a higher converting cost go with the higher loyalty on attitude. The author analyzed that high converting cost means the customers spend more time on establishing a good relationship with enterprise, the accumulation of long-time-satisfactory makes the customers have a good impression of enterprise, which make it easier to improve the loyalty. At last, trust also have a positive impact on loyalty on both attitude and act.
According to the conclusions above, the research presents the corresponding strategy advices. We can first improve customer satisfactory, so that customer loyalty can be formed. Increasing the sorts of product and preference, improving the quality of product and service is very important to improve customer satisfactory. Secondly, raising the converting cost to retain old customers, who can be bring new customers. Finally, keeping the integrity of business enterprises is also an important measure.
本文主要通过理论和实证两个方面对连锁超市的顾客忠诚度及其影响因素进行了研究。首先总结了国内外学者对于顾客忠诚度的定义和衡量维度,并以学术界目前最认可的行为忠诚和态度忠诚两个方面对顾客忠诚进行定义,选取重复购买、交叉购买、口碑推荐、转换意愿四个维度来衡量顾客忠诚度。然后对影响顾客忠诚度的因素进行理论综述,最终选取顾客满意、转换成本、顾客信任三个因素作为影响顾客忠诚度的主要因素。再对借鉴其他学者对于这三个因素的研究成果,从感知质量、感知价值、顾客期望三个维度衡量顾客满意度,从机会成本、组织成本、沉没成本、风险成本、转换前的搜索和评估成本、转换后的学习成本六个维度衡量顾客的转换成本,从信任企业的产品和信任企业的员工两个维度衡量顾客信任。根据以上的理论研究成果,并借鉴国内外对顾客忠诚度的研究模型,构建了顾客忠诚度模型,并提出了相关假设。该模型主要弥补了满意度模型将顾客满意作为顾客忠诚度的唯一影响因素以及其他顾客忠诚度模型中对于顾客忠诚的影响因素衡量维度不足等缺陷。对于顾客忠诚度极其影响因素的衡量较为全面是本文的主要优点。最后通过问卷设计、问卷调研和样本数据收集,运用SPSS软件,采用因子分析、相关分析和多元回归分析等方法,对调研数据进行处理和分析,对各个假设进行验证。
通过研究得出以下结论:一、顾客满意度对顾客行为忠诚和态度忠诚有正面影响,而其中感知质量和感知价值因子最显著。二、转换成本对顾客行为忠诚和态度忠诚有正面影响,而连锁超市的顾客转换成本主要包括机会成本和沉没成本。特别要指出的是,其他理论研究表明较高的转换成本更容易产生顾客态度上的不忠诚,然而本研究发现较高的转换成本伴随着较高的态度忠诚,笔者分析认为这与连锁超市的顾客转换成本构成有直接联系,较高的沉没成本意味着顾客与企业已经建立了良好的关系,长时间的积累导致了顾客对企业产生好感,从而更容易促进了顾客的态度忠诚。三、顾客信任对顾客的行为忠诚和态度忠诚有正面影响,企业提供的产品以及值得信赖的员工对于建立和提高顾客忠诚度同样重要。
根据以上理论和实证研究的结果,本文提出了相应的策略建议。首先必须提高顾客满意度,才有可能形成顾客忠诚。可以通过增加产品种类、提高产品和服务质量、提供会员价格优惠、团购优惠等措施来提升顾客满意,长期的顾客满意很有可能通过老顾客的口碑推荐等方式带来新顾客。其次,提高顾客转换成本来留住老顾客,可以适当增加营业网点和不断加强和顾客的沟通等措施来实现。最后,保持企业的诚信经营也是建立顾客忠诚的重要措施。
During the past 20 years, total volume of social retail goods increased by 15% of the annual rate. China has become third-largest retail market, second only to the United States and Japan. Retail also has been considerable developed, supermarkets and hypermarkets are becoming the shoppers’preferred retail shopping terminal. Supermarket chains first appeared in the early 1990s in China, after rapidly growing, Supermarket chains now has entered a mature stage of development. With foreign retail giants have entered in China, the market competition is increasingly fierce. Supermarket chains are facing unprecedented challenges and some disappeared from the scene in the fierce competition. Supermarket chains seek development in the crack between convenience stores and hypermarkets, facing problems such as decline in profit margins, increased customer turnover rate. Supermarket chains distribute to small residential area, providing convenient service and low price compared to the hypermarkets and convenient stores. The source of customers is always fixed. So customer loyalty is critical to the survival and development of the supermarket chains. Paying more attention to customer loyalty and finding the influencing factors of customer loyalty are the keys for all large-scale retailers. So under this reality and theory circumstance, this thesis, research on factors influencing customer loyalty and their importance, is of important theory and reality meaning.
The thesis puts forward question which the thesis wants to resolve after generalizing and analyzing the status about the supermarket chains development in our country. According to the relevant literature and field surveys, which is used for reference, the thesis brings forward factors influencing customer loyalty considering our present status of the supermarket chains market. At the same time, the thesis has defined the meanings about factors, established appropriate indexes to measure these factors, founded the model of factors influencing customer loyalty and put forward interrelated hypothesis. The thesis makes an empirical research on factors influencing customer loyalty and their importance through questionnaire by applying SPSS software, then there are some conclusions as following:
First of all, customer satisfactory has a positive effect on loyalty, factors of which perceived quality and perceived value of the most significant. Secondly, the cost of conversion has a positive impact on customer loyalty. The opportunity cost and sinking costs contribute the most to the converting cost. In particular, we should point out is that other theoretical researches show that the higher the conversion cost customers may lead to low loyalty on attitude, but this study found a higher converting cost go with the higher loyalty on attitude. The author analyzed that high converting cost means the customers spend more time on establishing a good relationship with enterprise, the accumulation of long-time-satisfactory makes the customers have a good impression of enterprise, which make it easier to improve the loyalty. At last, trust also have a positive impact on loyalty on both attitude and act.
According to the conclusions above, the research presents the corresponding strategy advices. We can first improve customer satisfactory, so that customer loyalty can be formed. Increasing the sorts of product and preference, improving the quality of product and service is very important to improve customer satisfactory. Secondly, raising the converting cost to retain old customers, who can be bring new customers. Finally, keeping the integrity of business enterprises is also an important measure.
引文
[1]菲利普·科特勒,洪瑞云.营销管理(亚洲版第三版),中国人民大学出版社,2005
[2] Neresh K.Malhotra.市场营销研究:应用导向(第四版),电子工业出版社,2006
[3]詹姆斯·赫斯克特,厄尔·萨塞等.服务利润链.华夏出版社,2001
[4]克里斯廷·格鲁恩鲁斯(芬兰).服务管理与营销—基于顾客关系的管理决策(第2版).电子工业出版社2002.
[5]孙烨,张喜民.论顾客忠诚及其培养战略.工会论坛.2001.12.
[6]王芳华等.服务营销.山西经济出版社.1998
[7]薄湘平,尹红.基于顾客价值的服务企业顾客忠诚管理探析.财经理论与实践.2005
[8]陆娟.服务忠诚驱动因素与驱动机理一一基于国内外相关理论和实证研究的系统分析.管理世界.2005
[9]白长虹,刘织.服务企业的顾客忠诚及其决定因素研究.南开管理评论.2002. 6
[10]俞仁龙.顾客忠诚的战略意义及实施.商业研究.2002.12.
[11]许聪成.中国零售业前瞻.上海经济.2006.12.
[12]国家统计局.中华人民共和国2005年国民经济和社会发展统计公报中国统计出版社.2006
[13]国家统计局.中国统计年鉴.中国统计出版社.2005
[14]国家信息中心.中国零售行业预测报告.中经网.2005
[15]薛菲.顾客忠诚主要影响因素研究——以饭店业为例.天津商学院硕士论文.2005.4
[16]王得章.中国零售业态发展与零售市场管理[J].商业研究.2002年第4期
[17]中国国内贸易年鉴[M].北京:中国国内贸易年鉴社.1999
[18]罗庆华,胡雪良.中国零售业何去何从.市场报.2004. 3
[19]赛鹏,电子商务中消费者感知风险与信任的关系,吉林大学硕士论文.2007
[20] Fredrick F. Reichheld, The Loyalty Effect[M], Harvard Business School Press, 1996
[21] Jacoby&R.W. Chestnut. Brand Loyalty Measurement and Management [J]. New York: John Wiley, 1978
[22] Storbacka, K., T. Strandvik, and C. Gronroos. "Management Customer Relationships for Profit: The Dynamics of Relationship Quality", International Journal of Service Industry Management, 1994.
[23] Fishbein, M.,&Ajzen, I. Belief, attitude, intension, and behavior: An introduction to theory and research. Reading. MA 1975
[24]韩经纶,韦福祥.顾客满意与顾客忠诚互动关系研究.南开管理评论,2001. 6
[25] Dick, A.S. and Basu, K., Customer Loyalty: toward an integrated conceptual framework, Journal of Academy of Marketing Service, 1994
[26] Dwayne D. Gremler, Stephen W. Brown, Customer Loyalty and Satisfaction: What Resonates in Service Contexts? Working Paper, College of Business, Arizona State University, 2001
[27] Oliver, R.L., Whence Consumer Loyalty, Journal of Marketing, 1999
[28] Fornell, C., A National Customer Satisfaction Barometer: The Swedish Experience, Journal of Marketing, 1992
[29] Boulding, W., Kalra, A. A Dynamic Process Model of Service Quality: From Expectation to Behavioral Intentions, Journal of Marketing Research, 1993
[30] Zeithaml, V.A., Berry, L.L. The Behavioral Consequences of Service Quality, Journal of Marketing, 1996.
[31] Gronroos, Christian. Service Management and Marketing: Managing the Moments of Truth in Service Competition. Lexington Books, 1990
[32] Burnham.T.A., Frels, J.K.,&Mahajan.V. Consumer Switching Cost: AAntecedents, and Consequences. Journal of the Academy of Marketing Science.Typology,2003
[2] Neresh K.Malhotra.市场营销研究:应用导向(第四版),电子工业出版社,2006
[3]詹姆斯·赫斯克特,厄尔·萨塞等.服务利润链.华夏出版社,2001
[4]克里斯廷·格鲁恩鲁斯(芬兰).服务管理与营销—基于顾客关系的管理决策(第2版).电子工业出版社2002.
[5]孙烨,张喜民.论顾客忠诚及其培养战略.工会论坛.2001.12.
[6]王芳华等.服务营销.山西经济出版社.1998
[7]薄湘平,尹红.基于顾客价值的服务企业顾客忠诚管理探析.财经理论与实践.2005
[8]陆娟.服务忠诚驱动因素与驱动机理一一基于国内外相关理论和实证研究的系统分析.管理世界.2005
[9]白长虹,刘织.服务企业的顾客忠诚及其决定因素研究.南开管理评论.2002. 6
[10]俞仁龙.顾客忠诚的战略意义及实施.商业研究.2002.12.
[11]许聪成.中国零售业前瞻.上海经济.2006.12.
[12]国家统计局.中华人民共和国2005年国民经济和社会发展统计公报中国统计出版社.2006
[13]国家统计局.中国统计年鉴.中国统计出版社.2005
[14]国家信息中心.中国零售行业预测报告.中经网.2005
[15]薛菲.顾客忠诚主要影响因素研究——以饭店业为例.天津商学院硕士论文.2005.4
[16]王得章.中国零售业态发展与零售市场管理[J].商业研究.2002年第4期
[17]中国国内贸易年鉴[M].北京:中国国内贸易年鉴社.1999
[18]罗庆华,胡雪良.中国零售业何去何从.市场报.2004. 3
[19]赛鹏,电子商务中消费者感知风险与信任的关系,吉林大学硕士论文.2007
[20] Fredrick F. Reichheld, The Loyalty Effect[M], Harvard Business School Press, 1996
[21] Jacoby&R.W. Chestnut. Brand Loyalty Measurement and Management [J]. New York: John Wiley, 1978
[22] Storbacka, K., T. Strandvik, and C. Gronroos. "Management Customer Relationships for Profit: The Dynamics of Relationship Quality", International Journal of Service Industry Management, 1994.
[23] Fishbein, M.,&Ajzen, I. Belief, attitude, intension, and behavior: An introduction to theory and research. Reading. MA 1975
[24]韩经纶,韦福祥.顾客满意与顾客忠诚互动关系研究.南开管理评论,2001. 6
[25] Dick, A.S. and Basu, K., Customer Loyalty: toward an integrated conceptual framework, Journal of Academy of Marketing Service, 1994
[26] Dwayne D. Gremler, Stephen W. Brown, Customer Loyalty and Satisfaction: What Resonates in Service Contexts? Working Paper, College of Business, Arizona State University, 2001
[27] Oliver, R.L., Whence Consumer Loyalty, Journal of Marketing, 1999
[28] Fornell, C., A National Customer Satisfaction Barometer: The Swedish Experience, Journal of Marketing, 1992
[29] Boulding, W., Kalra, A. A Dynamic Process Model of Service Quality: From Expectation to Behavioral Intentions, Journal of Marketing Research, 1993
[30] Zeithaml, V.A., Berry, L.L. The Behavioral Consequences of Service Quality, Journal of Marketing, 1996.
[31] Gronroos, Christian. Service Management and Marketing: Managing the Moments of Truth in Service Competition. Lexington Books, 1990
[32] Burnham.T.A., Frels, J.K.,&Mahajan.V. Consumer Switching Cost: AAntecedents, and Consequences. Journal of the Academy of Marketing Science.Typology,2003