猪肉品牌连锁店顾客忠诚度评价及其影响因素实证研究     ——基于南京市消费者的问卷调查

doi:10.3864/j.issn.0578-1752.2012.03.024

摘要/Abstract

摘要： 【目的】考察品牌猪肉专卖店顾客忠诚评价等消费者行为及其影响因素。【方法】采用结构方程模型，设置变量并对品牌猪肉专卖店顾客忠诚评价及其影响因素进行分析。【结果】品牌猪肉专卖店顾客满意具有多维度性且各维度间存在共变关系，其中，猪肉产品属性满意对顾客忠诚的总驱动效应最大，顾客关系信任对顾客忠诚的直接效应最大，转移成本对顾客忠诚的形成有正向影响。同时，顾客特征变量（年龄和收入）对顾客忠诚度的评价具有一定的调节作用。【结论】注重品牌猪肉专卖店产品质量，提高顾客满意，培育顾客关系信任，同时考虑消费者特征，如性别、年龄与收入等对市场进行细分，提高顾客转换成本，进而提高消费者对品牌猪肉专卖店的忠诚度。

关键词: 顾客忠诚, 顾客满意, 关系信任, 转换成本, 结构方程模型

Abstract: 【Objective】The brand pork store’s consumer behavior such as customer loyalty and its influencing factors was studied.【Method】Structural equation model was used to analyze the variable about customer loyalty in brand pork store.【Result】The brand pork chain store’s customer satisfaction had the multi-dimensions and between them there was a covariant relationship. Customer satisfaction with the quality of pork products was the largest total effect to customer loyalty of the brand pork chain store, customer trust had the largest direct effect to customer loyalty, and the switch cost had a positive impact on customer loyalty. Simultaneously, it was found that customer’s individual characteristics (age and income) played a regulating role in the evaluation of customer loyalty degree.【Conclusion】According to the result, brand pork industry should focus on ensuring the pork quality to increase customer satisfaction and relationship trust, meanwhile, taking into account the consumer characteristics such as gender, age and income to make market segmentation and increase customer switching costs and customer brand loyalty.

Key words: customer loyalty, customer satisfaction, relationship trust, switching costs, structural equation modeling

王海涛, 王凯, 王勇. 猪肉品牌连锁店顾客忠诚度评价及其影响因素实证研究 ——基于南京市消费者的问卷调查[J]. 中国农业科学, 2012, 45(3): 598-606.

WANG Hai-Tao, WANG Kai, WANG Yong. An Empirical Study on Evaluation and Determinants of Customer Loyalty Degree in Pork Brand Chain Store: Based on Questionnaire Survey Data from Consumers in Nanjing[J]. Scientia Agricultura Sinica, 2012, 45(3): 598-606.

0
/ / 推荐

导出引用管理器 EndNote|Reference Manager|ProCite|BibTeX|RefWorks

链接本文: https://www.chinaagrisci.com/CN/10.3864/j.issn.0578-1752.2012.03.024

https://www.chinaagrisci.com/CN/Y2012/V45/I3/598

参考文献

[1]李晓, 赵颖文, 陈春燕. 我国猪肉消费市场特征及发展趋势分析. 软科学, 2011, 25(3): 88-91.

Li X, Zhao Y W, Chen C Y. Analysis on the characteristics and development trend of China’s pork consumption market. Soft Science, 2011, 25(3): 88-91. (in Chinese)

[2]林朝朋, 谢如鹤, 徐晓春, 张祥华. 消费者对猪肉供应链安全风险的关注程度和信息获取渠道分析——基于韶关市消费者的调查分析. 广东农业科学, 2008(3): 100-102.

Lin C P, Xie R H, Xu X C, Zhang X H. The consumer concern over security risks and information access channel in pork chain: based on consumer’s survey analysis in Shaoguan City. Guangdong Agricultural Science, 2008(3): 100-102. (in Chinese)

[3]王可山, 郭英立, 李秉龙. 北京市消费者质量安全畜产食品消费行为的实证研究. 农业技术经济, 2007(3): 50-55.

Wang K S, Guo Y L, Li B L. An empirical study on consumption of quality and safety animal foods on Beijing consumers. Journal of Agrotechnical Economics, 2007(3): 50-55. (in Chinese)

[4]郗伟东, 孙永海, 周景宏. 猪肉消费特征挖掘与食用风险分析. 农业工程学报(增刊2), 2008, 24: 298-301.

Xi W D, Sun Y H, Zhou J H. Characteristic mining of pork consumption and analysis of edible safety risk. Transaction of the Chinese Society of Agricultural Engineering(Suppl. 2), 2008, 24: 298-301. (in Chinese)

[5]何振峰, 张红萍, 房华, 陆昌华. 保鲜猪肉消费习惯案例分析. 江苏农业学报, 2009, 25(6): 1407-1412.

He Z F, Zhang H P, Fang H, Lu C H. A case study on chilled pork consumption habit. Jiangsu Journal of Agricultural Science, 2009, 25(6): 1407-1412. (in Chinese)

[6]王怀明, 尼楚君, 徐锐钊. 消费者对食品质量安全标识支付意愿实证研究——以南京市猪肉消费为例. 南京农业大学学报: 社会科学版, 2011, 11(1): 21-29.

Wang H M, Ni C J, Xu R Z. On consumer’s willingness to pay on food quality and label safety: a case study of pork consumption in Nanjing City. Journal of Nanjing Agricultural University: Social Sciences Edition, 2011, 11(1): 21-29. (in Chinese)

[7]周应恒, 卢凌霄, 耿献辉. 生鲜食品购买渠道的变迁及其发展趋势——南京市消费者为什么选择超市的调查分析. 中国流通经济, 2003(4): 13-16.

Zhou Y H, Lu L X, Geng X H. The change of the fresh food purchasing channels and its trend: an investigation on why consumers in Nanjing select supermarkets. China Business and Market, 2003(4): 13-16. (in Chinese)

[8]李春成, 张均涛, 李崇光. 居民消费品购买地点的选择及其特征识别——以武汉市居民蔬菜消费调查为例. 商业经济与管理, 2005(2): 58-63.

Li C C, Zhang J T, Li C G. Analyzing influential factors and identifying characters of vegetables buyer choosing channels: a case study on vegetable consumption in Wuhan. Business Economics and Administration, 2005(2): 58-63. (in Chinese)

[9]何军, 纪月清, 吴豪杰. 生鲜食品消费行为模式——超市与农贸市场的比较. 中国农业大学学报: 社会科学版, 2005(3): 65-69.

He J, Ji Y Q, Wu H J. Consumer behaviour mode of fresh food: comparison of supermarket and free market of agricultural products. Journal of China Agricultural University: Social Sciences Edition, 2005(3): 65-69 . (in Chinese)

[10]崔彬. 消费者选择生鲜农产品零售终端的行为分析——基于消费者效用的理论解释. 经济问题, 2009(3): 106-108.

Cui B. The behavior of consumer selecting raw farm product retail terminal: theory explain based on consumer utility. Economic Problems, 2009(3): 106-108. (in Chinese)

[11]刘李峰, 武拉平, 张照新. 价格、质量对超市农产品经营影响的实证研究——来自消费者角度的证据. 中国农村观察, 2007(1): 24-35.

Liu L F, Wu L P, Zhang Z X. Empirical study on impacts of price and quality on supermarkets’ agricultural product business: evidence from consumers. China Rural Survey, 2007(1): 24-35. (in Chinese)

[12]刘合光, 孙东升. 中国生猪产业三大发展趋势与猪肉消费展望. 中国畜牧杂志, 2010, 46(6): 12-15.

Liu H G, Sun D S. Three pig industry development trend and pork consumption prospects in China. Chinese Journal of Animal Science, 2010, 46(6): 12-15. (in Chinese)

[13]Tucker W T. The development of brand loyalty. Journal of Marketing Research, 1964(1): 32–35.

[14]Keller K L. Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 1993, 57(1): 1-22.

[15]Román S. The impact of ethical sales behaviour on customer satisfaction, trust and loyalty to the company: an empirical study in the financial services industry. Journal of Marketing Management, 2003(19): 915-939.

[16]Agustin C, Singh J. Curvilinear effects of consumer loyalty determinants in relational exchanges. Journal of Marketing Research, 2005, 42(1): 96-108.

[17]Jones T O, Sasser W E. Jr. Why satisfied customers defect. Harvard Business Review, 1995, 73(6): 88-101.

[18]Oliver R L. A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 1980(11): 460-469.

[19]Fornell C. A national customer satisfaction barometer: the swedish experience. Journal of Marketing, 1992, 56(1): 6-21.

[20]黄祖辉, 周洁红, 金少胜. “农改超”与城市居民的农产品购买行为分析. 浙江学刊, 2004(5): 186-190.

Huang Z H, Zhou J H, Jin S S. Wet market to supermarket and the urban residents’ purchasing behavior on agricultural products. Zhejiang Academic Journal, 2004(5): 186-190. (in Chinese)

[21]严浩仁. 顾客忠诚的影响因素及其作用机制[D]. 杭州: 浙江大学, 2004.

Yan H R. Customer loyalty’s influencing factors and its mechanism[D]. Hangzhou: Zhejiang University, 2004. (in Chinese)

[22]O’loughlin C, Coenders G. Estimation of the european customer satisfaction index: maximum likelihood versus partial least squares. application to postal services. Total Quality Management, 2004, 15(9-10): 1231–1255.

[23]Zaim S, Turkyilmaz A, Tarim M, Ucar B, Akkas O. Measuring customer satisfaction in Turk Telekom company using structural equation modeling technique. Journal of Global Strategic Management, 2010(7): 89-99.

[24]Johnson M D, Gustafsson A, Andreassen T W, Lervik L, Cha J. The evolution and future of national customer satisfaction index models. Journal of Economic Psychology, 2001(22): 217-245.

[25]乔均, 蒋昀洁. 商业银行个人客户忠诚度评价及实证研究. 管理世界, 2007(7): 94-101.

Qiao J, Jiang J J. Evaluation and empirical research on commercial banks’ customer loyalty. Management World, 2007(7): 94-101. (in Chinese)

[26]王高, 李飞, 陆奇斌. 中国大型连锁综合超市顾客满意度实证研究. 管理世界, 2006(6): 101-110.

Wang G, Li F, Lu Q B. An empirical research on customer satisfaction of China large-scale chain supermarket. Management World, 2006(6): 101-110. (in Chinese)

[27]Morgan R M, Hunt S D. The commitment-trust theory of relationship marketing. Journal of Marketing, 1994, 58(7): 20-38.

[28] Kim M K, Park M C, Jeong D H. The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications Policy, 2004(28): 145-159.

[29]陆娟. 服务忠诚驱动因素与驱动机理. 管理世界, 2005(6): 107-114.

Lu J. The driving factors and its mechanism of service loyalty. Management World, 2005(6): 107-114 . (in Chinese)

猪肉品牌连锁店顾客忠诚度评价及其影响因素实证研究 ——基于南京市消费者的问卷调查

An Empirical Study on Evaluation and Determinants of Customer Loyalty Degree in Pork Brand Chain Store: Based on Questionnaire Survey Data from Consumers in Nanjing

PDF

赞

可视化

摘要/Abstract

引用本文

使用本文

参考文献

相关文章 1

Metrics

本文评价

推荐阅读 0