网店和实体店顾客体验对比分析.docxVIP

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网店和实体店顾客体验对比分析

中文摘要

随着互联网进入深度发展阶段，网店零售企业发展红利日渐式微、自身弊端频现、客企矛盾突出，不得不向实体店延伸；而实体店零售企业同样遭遇发展困境、顾客消费习惯改变、利润空间挤压，不得不向网店拓展。根据行业现状调研分析，越来越多的企业己经开始在网店、实体店布局，拓展业务，也在企业的发展战略层面，越来越重视顾客的体验。但是体验渠道单一、方式缺乏新意、顾客愉悦感缺失等问题依然突出。另外，在顾客体验与关系营销方面，缺乏深入的探索与研究。为此，本文拟通过对实体店零售和网店电商平台顾客体验影响因素的归纳，探讨顾客的网店、实体店体验对关系质量与行为意愿的影响机理及差异比较，并加以验证关系质量对顾客体验与行为意愿间的中介作用。期望对网店电商平台、实体店在顾客体验与关系营销等方面提供借鉴。

关键词：网店；实体店；顾客体验；对比分析

Abstract

WiththeInternetenteringthestageofdeepdevelopment,thedevelopmentdividendofonlineretailenterprisesisdeclining,theirownshortcomingsarefrequent,andthecontradictionsbetweencustomersandenterprisesareprominent,sotheyhavetoextendtophysicalstores;whilephysicalretailenterprisesalsoencounterdifficultiesindevelopment,changesincustomerconsumptionhabits,squeezingprofitmargins,andhavetoexpandtoonlinestores.Accordingtotheinvestigationandanalysisofthecurrentsituationoftheindustry,moreandmoreenterpriseshavebeguntolayoutonlinestoresandphysicalstores,expandtheirbusiness,andpaymoreandmoreattentiontocustomerexperienceatthelevelofenterprisedevelopmentstrategy.However,problemssuchassingleexperiencechannel,lackofnoveltyandlackofcustomerpleasureremainprominent.Inaddition,intermsofcustomerexperienceandrelationshipmarketing,thereisalackofin-depthexplorationandresearch.Tothisend,thispaperintendstoexplorethemechanismanddifferenceofcustomerexperienceonrelationshipqualityandbehaviorintentionthroughtheinductionoftheinfluencingfactorsofcustomerexperienceonphysicalstoreretailandonlinestoree-commerceplatforms,andtoverifythemediatingeffectofrelationshipqualityoncustomerexperienceandbehaviorintention.Expecttoprovidereferencefore-commerceplatformofonlinestoresandphysicalstoresincustomerexperienceandrelationshipmarketing.

Keywords:onlinestore;physicalstore;customerexperience;comparativeanaly