服装品牌感知质量对顾客忠诚度的影响研究
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摘要
在激烈的市场竞争中,如何与顾客建立并维持一种长期紧密的关系是企业生存要面临的重要问题,顾客忠诚度研究因此应运而生。随着市场竞争的加剧,提高顾客感知质量是为企业提高竞争优势的重要途径。国内外学者对感知质量与顾客忠诚度都做过许多研究,但是对服装品牌感知质量与顾客忠诚度之间的关系的研究很少。
本文以服装品牌的研究领域来研究感知质量,借鉴总结前人有关感知质量维度的研究成果,将服装品牌感知质量的维度确定为产品品质、售前服务质量、售后服务质量、商店形象、品牌知名度以及品牌信誉度。以品牌服装行业为例,采用实证的研究方法来检验这种对感知质量的维度的划分是否适当,并研究产品品质、售前服务质量、售后服务质量、商店形象、品牌知名度以及品牌信誉度对顾客忠诚度的关系。通过对假设检验得出本文的主要结论:产品品质、售前服务质量、售后服务质量、店铺形象、品牌知名度以及品牌信誉度对顾客忠诚度都有正向的显著性影响;考虑到服装品牌感知质量对顾客忠诚度的因素非常复杂,本研究所得出结论因没能与其它要素作全面考察而存在着一定的局限性,为此本文最后提出了一些未来研究的建议,以期能提高服装品牌感知质量对顾客忠诚度的影响。
同时,从服装品牌感知质量到顾客的忠诚,这是一个复杂的动态过程,想要完成这一过程就需要企业从整体的角度来设计、生产并向市场传递其产品、服务、品牌以及店铺形象等,从多方面满足顾客在功能上和心理上的需求,以此来建立、维持和发展与顾客间的忠诚关系,实现双方的互利共赢。
In the fierce market competition, how to establish and maintain a long-term customer relationships is the important issues the survival of the firm faces, therefore, the study on customer loyalty came into being. As the market competition, improving customer perceived quality is an important way of the enterprises’competitive advantage . Domestic and foreign scholars on the perceived quality and loyalty have done many studies, but the relationship between the perceived quality of the clothing brand and customer loyalty have done little research.
This paper focuses on the areas of clothing brand's perceived quality, summarizes previous research results about the perceived quality dimensions .the dimensions of the perceived quality of the clothing brand identified as product quality, pre-sales service quality, pro-sales service quality, store image, brand popularity and brand reputation. As the example of brand clothing industry, the use of empirical methods is to test this division of the dimensions of perceived quality is appropriate, and research relationship between the product quality, pre-sales service quality, pro-sales service quality, store image, brand popularity, brand reputation and the degree of customer loyalty. the main conclusions obtained by the hypothesis test: product quality, pre-sales service quality, pro-sales service quality, store image, brand popularity and brand reputation on customer loyalty has a significant positive impact; taking into account factors of the clothing brand perceived quality on customer loyalty is very complex, this study has some limitations because other factors have not been considered comprehensively, as result ,this paper concludes with some recommendations for future research in order to improve the perception of clothing brand quality on customer loyalty.
At the same time, from the clothing brand perceived quality to customer loyalty, which is a complex dynamic process, completing this process requires companies to design from an overall perspective, produce and deliver its products, services, brand and store image into the market , in order to satisfy functional and psychological needs of customers, in order to establish, maintain and develop loyalty among customers and to achieve mutually beneficial and win-win.
本文以服装品牌的研究领域来研究感知质量,借鉴总结前人有关感知质量维度的研究成果,将服装品牌感知质量的维度确定为产品品质、售前服务质量、售后服务质量、商店形象、品牌知名度以及品牌信誉度。以品牌服装行业为例,采用实证的研究方法来检验这种对感知质量的维度的划分是否适当,并研究产品品质、售前服务质量、售后服务质量、商店形象、品牌知名度以及品牌信誉度对顾客忠诚度的关系。通过对假设检验得出本文的主要结论:产品品质、售前服务质量、售后服务质量、店铺形象、品牌知名度以及品牌信誉度对顾客忠诚度都有正向的显著性影响;考虑到服装品牌感知质量对顾客忠诚度的因素非常复杂,本研究所得出结论因没能与其它要素作全面考察而存在着一定的局限性,为此本文最后提出了一些未来研究的建议,以期能提高服装品牌感知质量对顾客忠诚度的影响。
同时,从服装品牌感知质量到顾客的忠诚,这是一个复杂的动态过程,想要完成这一过程就需要企业从整体的角度来设计、生产并向市场传递其产品、服务、品牌以及店铺形象等,从多方面满足顾客在功能上和心理上的需求,以此来建立、维持和发展与顾客间的忠诚关系,实现双方的互利共赢。
In the fierce market competition, how to establish and maintain a long-term customer relationships is the important issues the survival of the firm faces, therefore, the study on customer loyalty came into being. As the market competition, improving customer perceived quality is an important way of the enterprises’competitive advantage . Domestic and foreign scholars on the perceived quality and loyalty have done many studies, but the relationship between the perceived quality of the clothing brand and customer loyalty have done little research.
This paper focuses on the areas of clothing brand's perceived quality, summarizes previous research results about the perceived quality dimensions .the dimensions of the perceived quality of the clothing brand identified as product quality, pre-sales service quality, pro-sales service quality, store image, brand popularity and brand reputation. As the example of brand clothing industry, the use of empirical methods is to test this division of the dimensions of perceived quality is appropriate, and research relationship between the product quality, pre-sales service quality, pro-sales service quality, store image, brand popularity, brand reputation and the degree of customer loyalty. the main conclusions obtained by the hypothesis test: product quality, pre-sales service quality, pro-sales service quality, store image, brand popularity and brand reputation on customer loyalty has a significant positive impact; taking into account factors of the clothing brand perceived quality on customer loyalty is very complex, this study has some limitations because other factors have not been considered comprehensively, as result ,this paper concludes with some recommendations for future research in order to improve the perception of clothing brand quality on customer loyalty.
At the same time, from the clothing brand perceived quality to customer loyalty, which is a complex dynamic process, completing this process requires companies to design from an overall perspective, produce and deliver its products, services, brand and store image into the market , in order to satisfy functional and psychological needs of customers, in order to establish, maintain and develop loyalty among customers and to achieve mutually beneficial and win-win.
引文
1 Olson JC,Jacoby.Research of Perceiving Quality.[J]Emerging Concepts in Marketing,1972,(9):220-226.
2 Gronroos.Service Management and Marketing the Moments of Truth in Service Competition.Retailing and Consumer Services.1981.(5):171-173.
3 Steenkamp, J. B. Conceptual Model of the Quality Perception Process[J]. Journal of Business Research.1990.Vol.21.No.4:309-333.
4 Zeithaml.Consumer Perceptions of Price,Quality and Value:A Means-End Model and Synthesis of Evidence.[J]Journal of marketing,July.1988.52:2-22.
5江明华,郭磊.商店形象与自有品牌感知质量的实证研究[J].经济科学,2003(4:119-128.
6 Fomell. C. Customer satisfaction and share holder value,Fourth World Congress forTotal Quality Management,Sheffield,1999:28-30.
7 Aaker.Measuring Brand Equity Across Products [J].California Management Review,1996,38(3):102-120.
8吴锦峰.店铺形象、自有品牌感知质量对零售商权益的影响研究[D].湖北:华东科技大学,2009.
9 Fornell.C.The American Customer Satisfaction Index: nature , Purpose , and findings , Journal of Marketing.1996(60):7-18
10孙静芬.基于CCSI模型的手机行业CSI测评与改进研究[D].江苏:南京理工大学,2004.
11 Gronroos.Service Management and Marketing the Moments of Truth in Service Competition. Retailing and Consumer Services.1981.(5):171-173.
12 Zeithaml.Consumer Perceptions of Price,Quality and Value:A Means-End Model and Synthesis ofEvidence.[J]Journal of marketing,July.1988.52:2-22.
13殷荣伍.美国顾客满意度指数述评.消费经济.2000(1):55.
14马庆国.管理统计——数据获取、统计原理、SPSS工具与应用研究[M].北京:科学出版社,2002:280—290.
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2 Gronroos.Service Management and Marketing the Moments of Truth in Service Competition.Retailing and Consumer Services.1981.(5):171-173.
3 Steenkamp, J. B. Conceptual Model of the Quality Perception Process[J]. Journal of Business Research.1990.Vol.21.No.4:309-333.
4 Zeithaml.Consumer Perceptions of Price,Quality and Value:A Means-End Model and Synthesis of Evidence.[J]Journal of marketing,July.1988.52:2-22.
5江明华,郭磊.商店形象与自有品牌感知质量的实证研究[J].经济科学,2003(4:119-128.
6 Fomell. C. Customer satisfaction and share holder value,Fourth World Congress forTotal Quality Management,Sheffield,1999:28-30.
7 Aaker.Measuring Brand Equity Across Products [J].California Management Review,1996,38(3):102-120.
8吴锦峰.店铺形象、自有品牌感知质量对零售商权益的影响研究[D].湖北:华东科技大学,2009.
9 Fornell.C.The American Customer Satisfaction Index: nature , Purpose , and findings , Journal of Marketing.1996(60):7-18
10孙静芬.基于CCSI模型的手机行业CSI测评与改进研究[D].江苏:南京理工大学,2004.
11 Gronroos.Service Management and Marketing the Moments of Truth in Service Competition. Retailing and Consumer Services.1981.(5):171-173.
12 Zeithaml.Consumer Perceptions of Price,Quality and Value:A Means-End Model and Synthesis ofEvidence.[J]Journal of marketing,July.1988.52:2-22.
13殷荣伍.美国顾客满意度指数述评.消费经济.2000(1):55.
14马庆国.管理统计——数据获取、统计原理、SPSS工具与应用研究[M].北京:科学出版社,2002:280—290.
[1]卢纹岱.SPSS for Windows统计分析[M].电子工业出版社,北京:2007.
[2]马庆国.管理统计:数据获取、统计原理与SPSS工具与应用研究[M].北京:科学出版社,2002:27-42.
[3]白长虹,刘炽.服务企业的顾客忠诚及其决定因素研究[J].南开管理评论,2002(6):223-25.
[4]薄湘平,尹红.基于顾客价值的服务企业顾客忠诚管理探析[J].财经理论与实践, 2005(1):99-103.
[5]范秀成,刘建华.顾客关系、信任与顾客对服务失败的反应[J].南开管理评论,2004(6):9-14.
[6]顾春梅,苏如华.汽车服务业服务质量、顾客满意度与顾客忠诚度的实证分析[J].商业经济与管理,2006,182:60-64.
[7]韩小芸,汪纯孝.服务性企业顾客满意感与忠诚感关系[M].北京:清华大学出版社,2003.
[8]金玉芳,董大海.消费者信任影响因素的实证研究——基于过程的观点[J].管理界2004(7):97-99.
[9]雷大章.顾客满意与顾客忠诚的关系分析[J].商业研究,2004(23):150-151.
[10]罗伯特·德威利斯著.魏勇刚,龙长权和宋武译.量表编制:理论与应用[M].重庆:重庆大学出版社,2004.
[11]马力,齐善鸿.基于激励-保健理论的的顾客满意理论及服务系统的研究[J].科研管理,2005(3):152-158.
[12]庞川,陈忠民,罗瑞文.消费者网络信任影响因素的实证分析[J].系统工程理论方法应用,2004(8):296-301.
[13]邱彩凤.关系质量、满意度与忠诚度关系之研究——以嘉义市证券商为例[D].硕士学位论文,南华大学,2004.
[14]王重鸣.心理学研究方法[M].北京:人民教育出版社,1990.
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