新零售背景下瑞幸咖啡顾客忠诚度影响因素研究.pdfVIP

经济与管理 第43卷 总第325期 LOGISTICS ENGINEERINGAND MANAGEMENT doi:10.3969/ j.issn.1674-4993.2021．07．050 新零售背景下瑞幸咖啡顾客忠诚度影响 因素研究 □庄艺明,周丰婕 (厦门大学嘉庚学院 管理学院,福建　 漳州　 363105) 　 　 【摘　 要】新零售概念的提出给传统零售的转型带来了新思路,催生新的商业模式。 文章在新零售变革的背景下, 以新零售企业瑞幸咖啡为对象,结合新零售特点和顾客忠诚度理论建立假设模型,利用SPSS20.0 软件对模型进行实证 分析和检验,从顾客信任、物流服务质量、顾客体验、大数据应用能力和品牌知名度五个方面分析了顾客满意度对顾客 忠诚度的影响,验证了创新对顾客满意度和顾客忠诚度具有正向调节作用。 最后,根据分析结果,有针对性地给出提升 顾客忠诚度的相关对策,以及零售企业转型的建议。 【关键词】新零售;瑞幸咖啡;顾客忠诚度 【中图分类号】　 F279.23　 　 　 　 【文献标识码】　 A　 　 　 　 【文章编号】　 1674-4993(2021)07-0170-05 Research on the Factors Affecting Customer Loyalty of Luckin Coffee under the Background of New Retail □ZHUANGYi-ming,ZHOU Feng-jie (Schoolof Management,Xiamen University Tan Kah Kee College,Zhangzhou363105,China) 【Abstract】The proposal of the new retail concept has brought new ideas to the transformation of traditional retail and spawned new business models.In the context of the new retail revolution,this articletakesthe new retail company Luckin Coffee as theresearchobject,establishesahypotheticalmodelbasedonthecharacteristicsof newretailandcustomerloyaltytheory,uses SPSS20.0 software to conduct an empirical analysis and a testing of the model,analyzes the impact of customer satisfaction on customer loyalty fromfive aspects:customer trust,logistics service quality,customer experience,big data application capabilities, and brand awareness,and verifies that innovation has a positive regulatory effect on customer satisfaction and customer loyalty. Finally,according to the analysis results,relevant countermeasures to improve customer loyalty,and suggestions for retail