XX企业服务质量和消费者购后行为关系研究毕业论文.doc

XX企业服务质量和消费者购后行为关系研究毕业论文 (2011 届) 本 科 毕 业 设 计(论 文) 题 目服务质量与消费者购后行为关系研究 ------ 以绍兴好又多超市为例 学 院 专 业 市场营销 班 级 学 号 学生姓名 指导教师摘 要 服务质量的高低在很大程度上影响着消费者忠诚度的高低,忠诚顾客的培养和维系,可以降低企业成本,提高企业利润率。消费者购后行为可以作为企业服务质量的“晴雨表”,对企业本身的服务质量,管理制度等有指导意义。本文以超市行业为例,探究服务质量和消费者购后行为之间的关系。 中国超市行业,在一段时间内发展迅速。国外的各大超市都竞相进入中国市场,在激烈的竞争环境下,超市对顾客提供的服务质量的好坏,在很大程度上成为超市在竞争中取胜的关键。国内外对于服务质量和消费者购后行为关系研究的成果较少。本文首先归纳论述了服务质量,购后行为的概念,组成要素,测量方法等基本内容后,并简要说明了此课题的研究意义。在以上相关理论的概述的基础上,整理归纳服务质量和消费者购后行为的模型及二者之间的关系模型。然后根据模型及超市行业的特点设计出适合本文的调查问卷。分析问卷收集的数据,得出相关结论,并提出对研究超市的意见和建议,对后续研究的一些意见和建议。 关键词:服务质量;购后行为;关系模型 Abstract The level of quality of service to a large extent affect the level of consumer loyalty, the loyal customers raise and the maintenance,can reduce costs and improve business profitability. Consumer purchase behavior as a corporate service quality can be a barometer of the enterprises own service quality and management system with guidance. In this paper, the supermarket industry, for example, explore the service quality and consumer purchase behavior relationships In a period of time, Chinese supermarket industry is developing rapidly. Many major supermarkets in foreign countries are scrambling to enter the Chinese market. And under the competitive condition, that whether the service quality offered by the supermarkets to the customers is good or bad, to some extent, is the key for the supermarkets to win victory in the competition. There is less results about the service quality and the research on the relations of the customers behaviour after purchasing. First the article conclude and discuss the service quality, the conception after purchasing, the elements and measuring methods, etc. Then it illustrates the meaning of the issue briefly. Based on the overview of the related theory above, it clear up and sum up the model of the customers behaviour after purchasing and the relationship between the model. And then working out a questionnaire adjust to the article