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

Abstract

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

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.

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