多功能乘用车顾客忠诚驱动机制研究
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摘要
2000年4月多功能乘用车进入中国市场,经过十年的发展,其市场份额在我国乘用车市场中占据了一定比例。随着消费者对个性和功能的需求,MPV市场得到了快速的发展,其前景更是被看好。汽车企业在面对巨大机遇的同时,也同时面临着激烈的市场竞争,必须注重培养忠诚的顾客。本研究是以我国MPV使用者为研究对象,在武汉市地区进行实证调查,采用SPSS13.0和LISREL8.0分析软件对顾客忠诚的驱动因素进行分析。
本文介绍了我国MPV市场的发展背景以及特点,通过文献综述探讨了顾客忠诚、顾客满意、顾客价值以及品牌关系的概念界定、衡量方法以及相互之间的关系,在此基础上构建顾客忠诚驱动机制的结构模型。在实证研究中,本文使用SPSS13.0对数据进行描述性统计分析、信度分析和效度分析,并采用LISREL8.0验证顾客忠诚驱动因素之间的因果关系以及影响程度。
在本文研究中,得到以下结论：
(1)顾客满意对态度忠诚有直接驱动作用,但与行为忠诚没有直接驱动作用。
(2)顾客价值与顾客满意、行为忠诚有直接驱动,且与态度忠诚之间还有间接驱动,通过顾客满意来实现；顾客价值与态度忠诚没有直接效应,但是通过顾客满意的驱动作用；顾客价值与行为忠诚之间有间接驱动,可以通过顾客满意和态度忠诚实现。
(3)品牌关系与态度忠诚、行为忠诚、顾客满意与顾客价值之间都有直接驱动作用。品牌关系与行为忠诚还有间接驱动作用,可以通过顾客满意、顾客价值与态度忠诚间接驱动实现。
It has been developing for ten years as the Muti-Purpose Vehicle (MPV) entered the Chinese market in April of 2000,the market share of MPV has occupied a certain proportion of China's passenger vehicle market. With the consumer demand for personalized and functional, MPV market has been rapid development, and the prospect will be optimistic.The automobile is facing great opportunities and also fierce competition in the market, so they must focus on developing loyal customers.The study is based on the user of MPV as the object, carrying on empirical investigation in Wuhan, using the analysis software SPSS 13.0 and LISREL8.0 to analysis the driven elements of customer loyalty.
The article described the development background and characteristic of China' MPV market. It also described the definition and relationship of customer loyalty, customer satisfaction, customer value and brand relationship through literature review, building customer loyalty driven mechanism on this basis.In the empirical study, the article uses SPSS 13.0 to carry on desciptive statistical analysis, reliability analysis and validity analysis about the date, and uses LISREL8.0 to verify the causality and the degree of influence between the drivern elements of customer loyalty.
In the study, it obtains the following conclutions:
(1) Customer satisfaction directly drive the attitudinal loyalty, but not to behavior loyalty.
(2) Customer value directly drives the customer satisfaction and behavior loyalty, and indirectly drives the attitudinal loyalty but can achieve through the customer satisfaction. Customer value also can indirectly drive the behavior loyalty through customer satisfaction and attitudinal loyalty.
(3) Brand relationship can directly drive attitudinal loyalty, behavior loyalty, customer satisfaction and customer value. Brand relationship also can indirectly drive behavior loyalty through customer value, customer satisfaction and behavior loyalty.
本文介绍了我国MPV市场的发展背景以及特点,通过文献综述探讨了顾客忠诚、顾客满意、顾客价值以及品牌关系的概念界定、衡量方法以及相互之间的关系,在此基础上构建顾客忠诚驱动机制的结构模型。在实证研究中,本文使用SPSS13.0对数据进行描述性统计分析、信度分析和效度分析,并采用LISREL8.0验证顾客忠诚驱动因素之间的因果关系以及影响程度。
在本文研究中,得到以下结论：
(1)顾客满意对态度忠诚有直接驱动作用,但与行为忠诚没有直接驱动作用。
(2)顾客价值与顾客满意、行为忠诚有直接驱动,且与态度忠诚之间还有间接驱动,通过顾客满意来实现；顾客价值与态度忠诚没有直接效应,但是通过顾客满意的驱动作用；顾客价值与行为忠诚之间有间接驱动,可以通过顾客满意和态度忠诚实现。
(3)品牌关系与态度忠诚、行为忠诚、顾客满意与顾客价值之间都有直接驱动作用。品牌关系与行为忠诚还有间接驱动作用,可以通过顾客满意、顾客价值与态度忠诚间接驱动实现。
It has been developing for ten years as the Muti-Purpose Vehicle (MPV) entered the Chinese market in April of 2000,the market share of MPV has occupied a certain proportion of China's passenger vehicle market. With the consumer demand for personalized and functional, MPV market has been rapid development, and the prospect will be optimistic.The automobile is facing great opportunities and also fierce competition in the market, so they must focus on developing loyal customers.The study is based on the user of MPV as the object, carrying on empirical investigation in Wuhan, using the analysis software SPSS 13.0 and LISREL8.0 to analysis the driven elements of customer loyalty.
The article described the development background and characteristic of China' MPV market. It also described the definition and relationship of customer loyalty, customer satisfaction, customer value and brand relationship through literature review, building customer loyalty driven mechanism on this basis.In the empirical study, the article uses SPSS 13.0 to carry on desciptive statistical analysis, reliability analysis and validity analysis about the date, and uses LISREL8.0 to verify the causality and the degree of influence between the drivern elements of customer loyalty.
In the study, it obtains the following conclutions:
(1) Customer satisfaction directly drive the attitudinal loyalty, but not to behavior loyalty.
(2) Customer value directly drives the customer satisfaction and behavior loyalty, and indirectly drives the attitudinal loyalty but can achieve through the customer satisfaction. Customer value also can indirectly drive the behavior loyalty through customer satisfaction and attitudinal loyalty.
(3) Brand relationship can directly drive attitudinal loyalty, behavior loyalty, customer satisfaction and customer value. Brand relationship also can indirectly drive behavior loyalty through customer value, customer satisfaction and behavior loyalty.
引文
[1]孙丽辉,卞志刚,赵东梅.消费者行为学[M].东北财经大学出版社,2009年7月：123-139
[2]Carman JM. Correlates of Brand Loyalty:Some Positive Results. Journal of Marketing Research.1970(7):67-76
[3]Carman. Consumer Perception of Service Quality:An Assessment of the SERVQUA Dimension[J]. Journal of Retailing.1990,66(9):32-39
[4]01iver Richard L. Whence Consumer Loyalty[J]. Journal of Marketing,1999,63 (4) 36
[5]Dick Alan S., Kunal Basu.Customer Loyalty:Toward an Integrated Conceptual Framework[J]. Journal of the Academy of Marketing Science,1994,22(2):99-114
[6]Gremler Dwayne D, Stephen W. Brown, Mary Jo Bitner, A. Parasuraman. Customer Loyalty and Satisfaction:What Resonates in Service Contexts[J]. Joumal of Marketing,1996
[7]Zeithaml.V.A,Berry.L.L and Parasuraman.A.Communication and Control Process In The Delivery of Service Quality[J]. Journal of Marketing,1988,52:36-42.
[8]Shoemaker, Lewis R.Customer Loyalty:The Future of Hospitality Marketing[J].Hospitality Management,1999(18):345-370
[9]Griffin J..Customer Loyalty:How to Earn it, How to keep it[M].Lexington, New york, USA, 1995
[10]Sasser W.E, Olsen R P, Wyckoff D D. Management of service Operations:Text and Cases[M].Boston, Massa:Allyn&Baeon, M.A,1978
[11]曹忠鹏,周庭锐,陈淑青.基于行为和态度的顾客多忠诚研究[J].中国工业经济,2007年3月
[12]Oliver, R, L. Linda G. Effect of Satisfaction and its Antecedents on Consume Preference and Intention[J].Advances in Consumer Research, Apr 1981:88-93
[13]向绍兴.基于关系营销的顾客忠诚问题研究[硕士学位论文].广州大学企业管理系,2008年4月
[14]杨路明.客户关系管理理论与实务[M].电子工业出版社,2009年4月：39-65
[15]马刚,李洪心,杨兴凯.客户关系管理[M].东北财经大学出版社,2008年3月：25-36
[16]苏朝晖.客户关系的建立与维护[M].清华大学出版社,2007年5月：149-213
[17]王光羽.顾客忠诚的理论研究与实践探索[硕士学位论文].天津大学信息管理与信息系统系,2007年1月
[18]Fornell Claes.A National Customer Satisfaction Barometer:The Swedish Experience[J]Journal of Marketing,1992,56(l):6-21
[19]Parasuraman A., V. A. Zeithaml, L. L. Berry. A Conceptual Model of service Quality and Its Implications for Future Research[J]. Journal of Marketing.1985,49(4):41-5
[20]Robert J,Janelle H.exploring the relationship between perceptions and performance:priorities for action[J].The Service Industries Journal,1998,18(1):101-112
[21]陈红翠.服务质量对顾客忠诚度的影响研究[硕士学位论文].中南大学企业管理,2008年12月
[22]Churchill.GA Jr and C.Surprenant.An Investigation into the Determinants of Customer Satisfaction.Tournal of Marketing Research.1982,vol.19:28-35
[23]Tse, D.A. Wilton PC.Models of Consumer Satisfaction Formation:An Extension[J].Journal of Marketing, Sep 1988:204-212
[24]饶品同.顾客满意、顾客信任与顾客忠诚关系研究[硕士学位论文].厦门大学企业管理,2008年12月
[25]Miehael D Johnson, Claes Fornell.A Framework for Comparing Customer Satisfaction across Individuals and Product Categories. Journal of Economic Psychology, Jan 1991:10-25
[26]侯兴起.服务质量对顾客满意与顾客忠诚度的影响研究[硕士学位论文].山东大学企业管理系,2008年11月
[27]谢伟伟.顾客感知价值、顾客忠诚对口碑传播意愿影响研究[硕士学位论文].西南财经大学企业管理,2009年12月
[28]孙文婷.服务质量、顾客满意与顾客忠诚关系实证研究[硕士学位论文].南京理工大学企业管理系,2009年6月
[29]庞树龙.顾客资产驱动因素与顾客忠诚度关系研究[硕士学位论文].吉林大学工商管理系,2009年10月
[30]李溥.家用普通型轿车顾客忠诚驱动机制研究[硕士学位论文].武汉理工大学汽车运用工程,2009年5月
[31]Andersen, E.W.&Fornell, C.A customer satisfaction research prospectus[A].Rust, R.T.&Oliver,R.L.(Eds.).Service quality new directions in theory and Practice[J].Thousand Oaks, CA:Sage Publieations,1994:241-268
[32]陈伯荣.顾客忠诚影响因素实证研究[硕士学位论文].广东外语外贸大学企业管理系,2008年5月
[33]孙树龙.顾客忠诚影响因素研究[硕士学位论文].吉林大学企业管理,2010年5月
[34]Woodruff.Consumer Value:the Next Source for Competitive Advantage[J].Journal of the Acagemy of Marketing Science,2003(25):2-8
[35]Anderson, Carl&Carl P.Zeithaml, "Stage of the Product Life Cycle.Business Strategy, and Business Performance",Academy of Management Journal, Vol.27, March 2002,pp.5-24.
[36]Blackston,M.2002.Observations:Building Equity by Managing the Brand's Relationships[J].Journal of Consumer Research,(5-6):101-105
[37]Mundkur,P.A Two-Way Relationship.www.wpp.com/wpp/print.html,1997
[38]Muniz, A.,M., Jr.,&.0'Guinn, T., C.. Brand community[J]. Journal of Consumer Research,2001,27(4),412-432
[39]Aggarwal,P.2004.The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior[J] Journal ofConsumer Research,(31):87-101
[40]卢泰宏,周志民.基于品牌关系的品牌理论：研究模型及展望[J].商业经济与管理,2003,(2)：P7.
[41]刘莎.网络商店品牌形象与顾客忠诚的关系研究[硕士学位论文].南京理工大学企业管理,2010年5月
[42]孙晓强.品牌关系理论研究综述[J].市场营销导刊,2007年第2期：52-55
[43]李莉,杨曦.品牌关系及其驱动因素剖析[J].价值工程2008年第6期：128-129.
[44]钟鑫.品牌价值对顾客忠诚的影响研究[硕士学位论文].西南财经大学市场营销管理,2007年11月
[45]张胜利.品牌社区与顾客忠诚研究[硕士学位论文].中国还有大学企业管理,2008年12月
[46]刘进平,张锐.国外品牌关系模型的演化发展及趋势[J].价值工程2008年第4期：50-54.
[47]Pauldyson,Andy Farr:building equity by managing the brand's relationship[J]. Journal of Advertising Research,1996,32(5/6):79-83
[48]Robert C.Blattberg and John Deighton.1996.Manage Marketing by the Customer Equity Test[J].Harvard Business Review,(July to August):136-144.
[49]程志.汽车服务业顾客忠诚驱动机制研究[硕士学位论文].武汉理工大学汽车运用工程,2010年5月
[2]Carman JM. Correlates of Brand Loyalty:Some Positive Results. Journal of Marketing Research.1970(7):67-76
[3]Carman. Consumer Perception of Service Quality:An Assessment of the SERVQUA Dimension[J]. Journal of Retailing.1990,66(9):32-39
[4]01iver Richard L. Whence Consumer Loyalty[J]. Journal of Marketing,1999,63 (4) 36
[5]Dick Alan S., Kunal Basu.Customer Loyalty:Toward an Integrated Conceptual Framework[J]. Journal of the Academy of Marketing Science,1994,22(2):99-114
[6]Gremler Dwayne D, Stephen W. Brown, Mary Jo Bitner, A. Parasuraman. Customer Loyalty and Satisfaction:What Resonates in Service Contexts[J]. Joumal of Marketing,1996
[7]Zeithaml.V.A,Berry.L.L and Parasuraman.A.Communication and Control Process In The Delivery of Service Quality[J]. Journal of Marketing,1988,52:36-42.
[8]Shoemaker, Lewis R.Customer Loyalty:The Future of Hospitality Marketing[J].Hospitality Management,1999(18):345-370
[9]Griffin J..Customer Loyalty:How to Earn it, How to keep it[M].Lexington, New york, USA, 1995
[10]Sasser W.E, Olsen R P, Wyckoff D D. Management of service Operations:Text and Cases[M].Boston, Massa:Allyn&Baeon, M.A,1978
[11]曹忠鹏,周庭锐,陈淑青.基于行为和态度的顾客多忠诚研究[J].中国工业经济,2007年3月
[12]Oliver, R, L. Linda G. Effect of Satisfaction and its Antecedents on Consume Preference and Intention[J].Advances in Consumer Research, Apr 1981:88-93
[13]向绍兴.基于关系营销的顾客忠诚问题研究[硕士学位论文].广州大学企业管理系,2008年4月
[14]杨路明.客户关系管理理论与实务[M].电子工业出版社,2009年4月：39-65
[15]马刚,李洪心,杨兴凯.客户关系管理[M].东北财经大学出版社,2008年3月：25-36
[16]苏朝晖.客户关系的建立与维护[M].清华大学出版社,2007年5月：149-213
[17]王光羽.顾客忠诚的理论研究与实践探索[硕士学位论文].天津大学信息管理与信息系统系,2007年1月
[18]Fornell Claes.A National Customer Satisfaction Barometer:The Swedish Experience[J]Journal of Marketing,1992,56(l):6-21
[19]Parasuraman A., V. A. Zeithaml, L. L. Berry. A Conceptual Model of service Quality and Its Implications for Future Research[J]. Journal of Marketing.1985,49(4):41-5
[20]Robert J,Janelle H.exploring the relationship between perceptions and performance:priorities for action[J].The Service Industries Journal,1998,18(1):101-112
[21]陈红翠.服务质量对顾客忠诚度的影响研究[硕士学位论文].中南大学企业管理,2008年12月
[22]Churchill.GA Jr and C.Surprenant.An Investigation into the Determinants of Customer Satisfaction.Tournal of Marketing Research.1982,vol.19:28-35
[23]Tse, D.A. Wilton PC.Models of Consumer Satisfaction Formation:An Extension[J].Journal of Marketing, Sep 1988:204-212
[24]饶品同.顾客满意、顾客信任与顾客忠诚关系研究[硕士学位论文].厦门大学企业管理,2008年12月
[25]Miehael D Johnson, Claes Fornell.A Framework for Comparing Customer Satisfaction across Individuals and Product Categories. Journal of Economic Psychology, Jan 1991:10-25
[26]侯兴起.服务质量对顾客满意与顾客忠诚度的影响研究[硕士学位论文].山东大学企业管理系,2008年11月
[27]谢伟伟.顾客感知价值、顾客忠诚对口碑传播意愿影响研究[硕士学位论文].西南财经大学企业管理,2009年12月
[28]孙文婷.服务质量、顾客满意与顾客忠诚关系实证研究[硕士学位论文].南京理工大学企业管理系,2009年6月
[29]庞树龙.顾客资产驱动因素与顾客忠诚度关系研究[硕士学位论文].吉林大学工商管理系,2009年10月
[30]李溥.家用普通型轿车顾客忠诚驱动机制研究[硕士学位论文].武汉理工大学汽车运用工程,2009年5月
[31]Andersen, E.W.&Fornell, C.A customer satisfaction research prospectus[A].Rust, R.T.&Oliver,R.L.(Eds.).Service quality new directions in theory and Practice[J].Thousand Oaks, CA:Sage Publieations,1994:241-268
[32]陈伯荣.顾客忠诚影响因素实证研究[硕士学位论文].广东外语外贸大学企业管理系,2008年5月
[33]孙树龙.顾客忠诚影响因素研究[硕士学位论文].吉林大学企业管理,2010年5月
[34]Woodruff.Consumer Value:the Next Source for Competitive Advantage[J].Journal of the Acagemy of Marketing Science,2003(25):2-8
[35]Anderson, Carl&Carl P.Zeithaml, "Stage of the Product Life Cycle.Business Strategy, and Business Performance",Academy of Management Journal, Vol.27, March 2002,pp.5-24.
[36]Blackston,M.2002.Observations:Building Equity by Managing the Brand's Relationships[J].Journal of Consumer Research,(5-6):101-105
[37]Mundkur,P.A Two-Way Relationship.www.wpp.com/wpp/print.html,1997
[38]Muniz, A.,M., Jr.,&.0'Guinn, T., C.. Brand community[J]. Journal of Consumer Research,2001,27(4),412-432
[39]Aggarwal,P.2004.The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior[J] Journal ofConsumer Research,(31):87-101
[40]卢泰宏,周志民.基于品牌关系的品牌理论：研究模型及展望[J].商业经济与管理,2003,(2)：P7.
[41]刘莎.网络商店品牌形象与顾客忠诚的关系研究[硕士学位论文].南京理工大学企业管理,2010年5月
[42]孙晓强.品牌关系理论研究综述[J].市场营销导刊,2007年第2期：52-55
[43]李莉,杨曦.品牌关系及其驱动因素剖析[J].价值工程2008年第6期：128-129.
[44]钟鑫.品牌价值对顾客忠诚的影响研究[硕士学位论文].西南财经大学市场营销管理,2007年11月
[45]张胜利.品牌社区与顾客忠诚研究[硕士学位论文].中国还有大学企业管理,2008年12月
[46]刘进平,张锐.国外品牌关系模型的演化发展及趋势[J].价值工程2008年第4期：50-54.
[47]Pauldyson,Andy Farr:building equity by managing the brand's relationship[J]. Journal of Advertising Research,1996,32(5/6):79-83
[48]Robert C.Blattberg and John Deighton.1996.Manage Marketing by the Customer Equity Test[J].Harvard Business Review,(July to August):136-144.
[49]程志.汽车服务业顾客忠诚驱动机制研究[硕士学位论文].武汉理工大学汽车运用工程,2010年5月