中国本土体育用品企业旗舰店顾客满意度营销因素研究_李东贤.pdfVIP

中国本土体育用品企业旗舰店顾客满意度营销因素研究 李东贤 李子南 中国人民大学商学院 摘要:旗舰店是某个区域所有的连锁店指挥中心，通常规模会比较大，供应的商品也会比较 充足，一般来讲就是所处地段极佳、客流极强、销售极好之样板店，是代表某品牌或某大 类商品的专卖店或专业店。本文以体育用品企业旗舰店的顾客满意度的影响因素为主要研 究对象，首先对旗舰店的概念进行界定，再对国内外有关顾客满意研究的重要文献进行分 析，而后对李宁的企业和旗舰店发展的背景进行梳理，在此基础上提出本文的研究思路： 在文献、专家咨询以及资深员工访谈的基础上形成有关顾客满意度的初步测评体系（九个 维度和 41 个具体项目），然后通过问卷收集数据，在通过信度与效度的检验后形成比较成 熟的测评体系（六个维度 26 个具体项目），由此初步确定影响体育用品旗舰店顾客满意度 的因素，最后通过判别分析识别前面分析得出的影响因素中的关键因素。 Abstract : Flagship store is a regional command center for all the chain stores, which is usually relatively large of size with more adequate supply of goods. Generally it’s the model of an excellent shops on behalf of a brand or a category of goods or specialty stores which located in an excellent position, where customer flow is strong and sales is good. In this paper, influencing factors of customer satisfaction of sporting goods company flagship store is the main study. Firstly is the definition of the concept on flagship store and the important customer satisfaction research literature analysis both at home and abroad, then comes the development background of Li Ning and its flagship store. On the basis of the literature analysis above comes the ideas proposed by this study:on the base of literature , expert advice and senior staff interview ,this paper forms the 657 preliminary evaluation system of the customer satisfaction (9 dimensions and 41 specific items). Then this paper establishes a more mature evaluation system (6 dimensions of 26 specific items), following the adoption of reliability and validity of the test on the data collected through questionnaires, and which determine the initial influential factors of customer satisfaction of the flagship store. Finally this paper conducts discriminatory analysis to identify the key factors. 关键词:顾客满