| 大型超市品牌形象对顾客忠诚影响的实证研究 |
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| 引用本文： | 易学东,林波.大型超市品牌形象对顾客忠诚影响的实证研究[J].大连理工大学学报(社会科学版),2010,31(3). |
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| 作者姓名： | 易学东 林波 |
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| 作者单位： | 大连理工大学管理学院 |
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| 摘 要： | 文章旨在探讨大型超市作为一个企业品牌,其品牌形象对感知价值、顾客满意与顾客忠诚的影响。通过实证分析得出,大型超市品牌形象由服务、产品、购物环境、交通便利性、促销和声誉6个维度构成;购物环境、交通便利性对感知价值、顾客满意和顾客忠诚都有显著影响;产品和服务对顾客满意、顾客忠诚有显著影响;促销和声誉对感知价值有显著影响。
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| 关 键 词： | 品牌形象 顾客感知价值 顾客满意 顾客忠诚 大型超市 |
Empirical Study of the Effects of Brand Image on Customer Loyalty |
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| YI Xue-dong,LIN Bo.Empirical Study of the Effects of Brand Image on Customer Loyalty[J].Journal of Dalian University of Technology(Social Sciences),2010,31(3). |
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| Authors: | YI Xue-dong LIN Bo |
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| Institution: | YI Xue-dong; LIN BoSchool of Management; Dalian University of Technology; Dalian 116024; China; |
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| Abstract: | This article aims to explore the effects of brand image of supermarkets,as a corporate brand,on the variables of perceived value,customer satisfaction and customer loyalty.By using the statistical software,SPSS,we made an empirical analysis,and divided supermarket brand image into six dimensions: service,product,shopping environment,transportation convenience,promotion and reputation.It was found that shopping environment and transportation convenience had significant effects on the variables of perceived v... |
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| Keywords: | brand image perceived value customer satisfaction customer loyalty supermarket |
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