百货商场品牌形象对顾客忠诚的影响研究.ppt

Part 1 Introduction Since having joined the WTO, department store industry in China faces new challenges. The sales of department store was in absolute dominance in retail business with a proportion of 80% for a long time. However, as the market changed, department store industry in China fell to a low point. Does customer loyalty have an impact on department store brand image? And what should the department stores do to sustain and improve customer loyalty through improving their brand image? What are the factors which have an impact on the brand image of department stores? And how do they affect ? Part2 The relevant theories and literature review The store image involves convenience, atmosphere, history, self-concept and commodities, price, service,etc. (Hopkins,2001) Rank of the dimensions of department store image is: atmosphere, service, convenience, reputation, sales, past experience, etc. (Thang, Tan 2003) The store image involves four dimensions: commodities, stores, service and promotion. (Davis J. 2006) Building favorable store image is helpful to improve customer loyalty. (Kunkel, Berry 1968) The evaluation of the store image plays an important role in estimating customer loyalty. And the store image affects customer loyalty directly. (Samli, Sirgy 1995) A great deal of studies have shown that the store image has a direct impact on the purchase will. (Grewal ,1998) Jiang Minghua and Guo Lei(2003)made an empirical research on store image and perceived quality of manufacturer-owned brand. Wu Changshun and Fan Shiping (2004) studied the factors which affected the image of department store and supermarket. Wang Yafei and Yu Kunzhang(2006) explored the effect of store image on consumer behavior. Wang Haiqun (2006)made an empirical research on customer satisfaction and customer loyalty, pointing out that the store atmosphere, location, facilities, prices and services affected consumer behavior. Chih-Hon Chang and Chia-Yu Tu (2005,Taiwan)studie