零售业顾客体验对顾客忠诚影响路径研究.docVIP

零售业顾客体验对顾客忠诚影响路径研究 　　摘要：零售业整体消费具有向更高体验层面发展的趋势。基于体验―情感―满意―忠诚的框架，构建偏最小二乘法的结构方程模型进行实证分析，结果表明：正向情感、负向情感和特色感知均对顾客满意，进而对顾客忠诚产生显著影响；各体验维度中，信任承诺和关联对正向、负向情感均有影响，而特色感觉、选择掌控影响正向情感，空间感觉、知识影响负向情感。可见，消费者对零售企业的满意度不只停留在服务质量评价层面，而有在购物过程中追求体验的趋势。因此，基于体验―情感―满意框架的模型比服务质量―满意模型更具预测优势。 　　关键词：体验维度；正向情感；负向情感；特色感知；顾客满意；顾客忠诚；服务质量；零售业 　　中图分类号：??F713.32?? 文献标志码：A文章编号：1674?菠C8131（2011）01?菠C0096?菠C05 　　 　　Study of the Path of Influence of CustomerExperience in Retail Industry on Customer Loyalty 　　ZHANG Jing 　　(Department of Business Administration; Nanjing Population Management College, Nanjing 210042, China) 　　Abstract: The holistic consumption of retail industry has the trends to be developed to higher experience level. Based on the framework of experience??affect??satisfaction??loyalty, this paper constructs least square structural equation model to make empirical analysis. The results show that positive affect, negative affect and specific perception are satisfied by customers and then have obvious effect on customer loyalty, and that in each dimension, trust commitment and coupling have effect on positive and negative affect while specific perception and selective control effect positive affect but physical surroundings and knowledge influence negative affect. As a result, the satisfactory degree of consumers on retail enterprises is not only staying at the level of evaluating service quality but pursuing experience in the process of buying goods. Thus, the model based on experience??affect??satisfaction framework has more advantage than the model based on service quality??satisfaction. 　　Key words: experience dimension; positive affect; negative affect; specific perception; customer satisfaction; customer loyalty; service quality； retail industry 　　 　　一、引言 　　顾客满意一直是企业关注的焦点之一，传统营销中，提升顾客对产品属性的理智评价是实现客户满意的核心。即使对于无形产品，如服务，其度量模型亦从功能性层面出发，着眼于产品的特色和益处。而体验经济正给这种传统的营销理念带来冲击――如体验营销的倡导者Schmitt(2004)所说，“消费者是感性与理性相结合的动物，他们渴望刺激、乐趣、受到教育以及接受挑战，他们在寻找那些能够提供体验从而成为他们生活一部分的品牌。”换言之，企业有必要给顾客提供一个能触动其