影响服装业顾客满意度的因素分析毕业论文.docVIP

毕业论文 （2011届） 影响服装业顾客满意度的因素分析 摘 要 服装自古以来一直被消费者所重视，“身份体现”也是服装众多功能中的一个，无论处在何时何地，服装的差异是最简单也是最直接的表现因素。目前，随着经济社会的日益进步，消费者的需求日益个性化和复杂化，尤其是服装的种类、品牌也变得越来越多，服装行业市场竞争日趋激烈。如何使顾客满意，以获得顾客忠诚是服装业主经常思考且要面对的问题。因此，对服装业顾客满意度的影响因素展开研究，可以为服装业争取顾客青睐，获得顾客满意提供借鉴和依据，从而提高服装市场竞争力，进一步培养顾客忠诚，有着非常重大的现实意义。 本人通过对顾客满意度相关文献的查阅研究，构建服装顾客满意度影响因素模型，并通过对宁波服装顾客满意度的调查数据，运用SPSS数据分析软件进行描述分析、因子分析、回归分析等实证分析，得出影响服装顾客满意度的4个因子为服装产品因素、服务因素、形象因素以及环境因素。并通过对数据的分析，进一步发现各构成因素与顾客满意存在的相关关系，从而为企业怎样赢得顾客提供一些建议。 关键词：Abstract Since ancient times,Clothing during the performance of the class. Now a days,in our society, this clothing feature points by consumer to enhance and enlarge. Apart in the pursuit of comfortable and beautiful, people attention to the manifestation of personality.Because of this requirements, it created more and more types and the brands of cloth. Clothing market has also been subdivided into many pieces.No one can unified the clothing market. So they are concerned about the target customers. Expect their loyalty. Through the correlative literature on customer satisfaction, Constructing the model of garment customer satisfaction influencing factors. And through surveys of customer satisfaction in Ningbo. Using SPSS data analysis to software descriptive analysis, factor analysis, regression analysis, empirical analysis. Come to the customer loyalty affect factor of 4. these is clothing products, service quality, and environmental factors and personal factors .And through the analysis of the data. Find their relationship. For enterprises to provide some suggestions how to win customers. Keywords: Clothing;market;service;customer satisfaction;factors 目 录 1 论文研究的背景和意义 1 1.1 论文研究的背景 1 1.2 论文研究的目的和意义 2 1.3 论文研究的方法和思路 3 2 顾客满意度相关理论 4 2.1 顾客满意的概念 4 2.2 顾客满意度指数模型 6 3 影响因素与服装顾客满意体系设计 8 3.1 影响因素与服装顾客满意模型构建 8 3.2 外部因素对服装顾客满意度影响测评指标体系的设计 9 3.3 对服装顾客满意度影响因素评价的步骤 10 3.3.1 测评指标的量化 10 3.3.2 抽样设计与问卷设计 11 3.3.3 实施调查 11 4 实证分析 12 4.1 样本特征分析 12 4.2 服装本身对顾客满意度的影响因素分析 13 4.3 广告途径对顾客满意度的影响因素分析 14 4.4 学历、收入因素对消费地点与消费价格的影响因素分析