在华跨国零售企业店铺形象维度与顾客忠诚关系的实证研究——异业态的比较分析

开发了适合大型综合超市、百货店和家居建材专业店的店铺形象测量量表,并以沃尔玛、家乐福、TESCO乐购、宜家、百盛五大跨国零售企业的顾客样本为基础进行实证研究。研究发现,跨国零售企业店铺形象维度对顾客忠诚的影响作用主要通过顾客满意和顾客信任作为中介调节,在不同业态的外资零售企业中,店铺形象维度对顾客满意和顾客信任的影响存在显著差异。最后还对五大跨国零售企业在便利性形象、社会形象、商品形象、价格促销形象、人员服务形象、店铺环境形象、售后服务形象以及顾客满意、顾客信任、顾客忠诚上的表现进行了比较。研究对于零售企业通过店铺形象优化提升竞争力具有重要理论与现实意义。

An Empirical Study on the Relationship between Store Image and Customer Loyalty of Transnational Retailers in China

This study develops a scale of store image which is suitable for hypermarket,department store and interior decoration material store and makes an empirical study based on consumer samples of Wal-Mart,Carrefour,Tesco,IKEA,and Parkson. The results reveal that the effects of store image on customer loyalty is indirect with customer satisfaction and customer trust being important mediation. There is significant difference in the influence of the store image dimensions on customer satisfaction and customer trust under different retail formats. Finally,the authors make a comparative analysis of the current situation of five transnational retailers in China from the perspective of convenience image,social image,merchandise image,price and sales promotion image,personal service image,store environment image,post-sale service image,customer satisfaction,customer trust and customer loyalty. This study will be both theoretically and practically significant for retail enterprises to upgrade competitiveness by optimizing their store image.