关系情绪视角下品牌感知对顾客角色行为的影响研究
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摘要
长期以来我国服务业增长主要靠要素投入来拉动,忽略了服务品牌“软实力”的经营和提升,导致我国服务业与世界发达国家仍然存在较大差距;与此同时,企业越来越发现顾客不再单纯是购买者、消费者,顾客在企业发展过程中扮演着更为多样、更为重要的角色。如何正确管理新型的顾客-品牌关系,并在此基础上提升服务品牌竞争力,帮助企业获得长久竞争优势,是本文的研究目的。
自从关系营销范式被引入到品牌管理领域之后,顾客-品牌关系理论得到了很多学者的重视,但是对“顾客-品牌关系到底如何产生的?又是如何影响顾客多样性行为?”这些问题依然缺乏研究。本文以情绪理论和顾客角色理论为基础,提出了一个完整的的品牌感知—关系情绪—角色行为模型:以关系情绪作为联结品牌一顾客行为的重要中介,研究顾客品牌感知对关系情绪和顾客角色内行为、角色外行为的影响,试图通过对顾客品牌间关系(强度)的来源及作用机制的研究,打开“品牌—顾客行为”间的黑箱,更好地理解顾客行为。
本研究认为,是品牌传递给顾客的正面信息满足了顾客多样化需求,让顾客产生了积极的情绪反应,并最终促发相应的行为,在“品牌——顾客行为”间,顾客情绪(心理反应)是引发行为产生的导火索,是关系强度最直接的来源。本文在文献阅读的基础上,以银行业、餐饮业、体育娱乐业三大类服务业消费者为研究对象进行问卷调查,并对301份有效问卷运用SPSS进行统计分析,得出研究结论并提出管理改进建议。本文的研究结论如下:
(1)顾客的品牌感知结构由感知质量、品牌形象、品牌认同三层面构成。这三个层面对关系情绪三维度(效用情绪、正当情绪、互惠情绪)有着显著影响,但是不同层面对关系情绪各维度的解释力各不相同。
(2)关系情绪对顾客角色内行为、角色外行为有着显著影响,其中对角色内行为影响最大的是正当情绪,对顾客角色外行为影响最大的是互惠情绪。
(3)品牌感知对顾客角色内行为、角色外行为有着显著影响,但这种影响主要是通过关系情绪的中介作用体现的。
(4)消费者人口统计特征不同,在各变量上表现出显著差异。
Due to the long-term growth of China's service sector driven mainly by factor inputs, ignoring the service brands' operation and upgrade of "soft power", it comes out the result that there is a big gap between our services and the developed countries' services. At the same time, as market competition intensifies, companies are increasingly found that customers no longer restricted to the roles such as buyers, consumers. Customers have been playing a more important and more diverse role in the enterprise development process. How to properly manage a new type of customer-brand relationship? And on this basis, how to enhance the competitiveness of service brand for the long-term competitive advantage is the purpose of this research.
Since the relationship marketing paradigm has been introduced into the field of brand management, the customer-brand relationship theory has gained a lot of emphasis on academics. But as for"How does the customer - brand relationship occurr in the end? And how does the relationship affect customers' diverse behavior?" these issues are still lacking attention. With the basis of customer-role theory and emotion theory, this research puts forward a complete brand perception - relational emotion -customer-role behavior model. Using relational emotion as the important linkage between the brand and customer behaviors, this research focuses on the relationship between customer brand perception and customers' relational emotion, customers' in-role and extra-role behaviors. This research tries to study the source and mechanism of brand-customers' relationship (intensity), and opens the black box among "brand -customer behavior", in order to understand customers' behavior better.
This study suggests that the positive message which the brand dilivered to customers meets customers' diverse needs, so customers can have a positive emotional response, and ultimately precipitate the corresponding behavior. Among"brand-customer behavior", the customer emotions (mental reaction) is the factor which arouses the behaviors. In order to study the above problems, through reading and researching a large number of literatures, this paper conducted a questionnaire survey of customers mainly in banking, catering, sports and entertainment services.301 valid questionnaires were carried out. Using SPSS software for statistical data analysis, the conclusions are drawn as follows:
(1) Customer's brand perception structure can be composed of three levels such as: perceived quality, brand image, brand identification. These three levels have a significantly positve impact on relational emotions (utilitarian emotions, legitimate emtions, reciprocal emotions), but the relationship between different levels of the brand perception and different dimensions of relational emotions vary.
(2) Relational emotions have a significantly positve impact on customers' in-role behaviors and extra-role behaviors , in which the greatest impact on in-role behaviors comes from legitimate emotions, the greatest impact on customer extra-role behaviors comes from reciprocal emotions.
(3) Brand perception have a significantly positve impact on customers' in-role behaviors and extra-role behaviors. But this effect is mainly through the intermediary role of relational emotions.
(4) Consumer demographic profiles showed significant differences in all variables.
自从关系营销范式被引入到品牌管理领域之后,顾客-品牌关系理论得到了很多学者的重视,但是对“顾客-品牌关系到底如何产生的?又是如何影响顾客多样性行为?”这些问题依然缺乏研究。本文以情绪理论和顾客角色理论为基础,提出了一个完整的的品牌感知—关系情绪—角色行为模型:以关系情绪作为联结品牌一顾客行为的重要中介,研究顾客品牌感知对关系情绪和顾客角色内行为、角色外行为的影响,试图通过对顾客品牌间关系(强度)的来源及作用机制的研究,打开“品牌—顾客行为”间的黑箱,更好地理解顾客行为。
本研究认为,是品牌传递给顾客的正面信息满足了顾客多样化需求,让顾客产生了积极的情绪反应,并最终促发相应的行为,在“品牌——顾客行为”间,顾客情绪(心理反应)是引发行为产生的导火索,是关系强度最直接的来源。本文在文献阅读的基础上,以银行业、餐饮业、体育娱乐业三大类服务业消费者为研究对象进行问卷调查,并对301份有效问卷运用SPSS进行统计分析,得出研究结论并提出管理改进建议。本文的研究结论如下:
(1)顾客的品牌感知结构由感知质量、品牌形象、品牌认同三层面构成。这三个层面对关系情绪三维度(效用情绪、正当情绪、互惠情绪)有着显著影响,但是不同层面对关系情绪各维度的解释力各不相同。
(2)关系情绪对顾客角色内行为、角色外行为有着显著影响,其中对角色内行为影响最大的是正当情绪,对顾客角色外行为影响最大的是互惠情绪。
(3)品牌感知对顾客角色内行为、角色外行为有着显著影响,但这种影响主要是通过关系情绪的中介作用体现的。
(4)消费者人口统计特征不同,在各变量上表现出显著差异。
Due to the long-term growth of China's service sector driven mainly by factor inputs, ignoring the service brands' operation and upgrade of "soft power", it comes out the result that there is a big gap between our services and the developed countries' services. At the same time, as market competition intensifies, companies are increasingly found that customers no longer restricted to the roles such as buyers, consumers. Customers have been playing a more important and more diverse role in the enterprise development process. How to properly manage a new type of customer-brand relationship? And on this basis, how to enhance the competitiveness of service brand for the long-term competitive advantage is the purpose of this research.
Since the relationship marketing paradigm has been introduced into the field of brand management, the customer-brand relationship theory has gained a lot of emphasis on academics. But as for"How does the customer - brand relationship occurr in the end? And how does the relationship affect customers' diverse behavior?" these issues are still lacking attention. With the basis of customer-role theory and emotion theory, this research puts forward a complete brand perception - relational emotion -customer-role behavior model. Using relational emotion as the important linkage between the brand and customer behaviors, this research focuses on the relationship between customer brand perception and customers' relational emotion, customers' in-role and extra-role behaviors. This research tries to study the source and mechanism of brand-customers' relationship (intensity), and opens the black box among "brand -customer behavior", in order to understand customers' behavior better.
This study suggests that the positive message which the brand dilivered to customers meets customers' diverse needs, so customers can have a positive emotional response, and ultimately precipitate the corresponding behavior. Among"brand-customer behavior", the customer emotions (mental reaction) is the factor which arouses the behaviors. In order to study the above problems, through reading and researching a large number of literatures, this paper conducted a questionnaire survey of customers mainly in banking, catering, sports and entertainment services.301 valid questionnaires were carried out. Using SPSS software for statistical data analysis, the conclusions are drawn as follows:
(1) Customer's brand perception structure can be composed of three levels such as: perceived quality, brand image, brand identification. These three levels have a significantly positve impact on relational emotions (utilitarian emotions, legitimate emtions, reciprocal emotions), but the relationship between different levels of the brand perception and different dimensions of relational emotions vary.
(2) Relational emotions have a significantly positve impact on customers' in-role behaviors and extra-role behaviors , in which the greatest impact on in-role behaviors comes from legitimate emotions, the greatest impact on customer extra-role behaviors comes from reciprocal emotions.
(3) Brand perception have a significantly positve impact on customers' in-role behaviors and extra-role behaviors. But this effect is mainly through the intermediary role of relational emotions.
(4) Consumer demographic profiles showed significant differences in all variables.
引文
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