百貨商場(chǎng)顧客忠誠(chéng)度研究

13500字

摘要 隨著我國(guó)百貨行業(yè)市場(chǎng)競(jìng)爭(zhēng)的日趨激烈與顧客爭(zhēng)奪成本的提高，培育和維護(hù)忠誠(chéng)的顧客已經(jīng)成為百貨行業(yè)制勝的法則。怎樣建立和保持顧客忠誠(chéng)也已經(jīng)成為業(yè)界和學(xué)界關(guān)注的焦點(diǎn)。雖然國(guó)內(nèi)外已經(jīng)有許多知名學(xué)者對(duì)顧客忠誠(chéng)度做過深入研究，但專門研究百貨業(yè)顧客忠誠(chéng)度的并不多，國(guó)內(nèi)外學(xué)者對(duì)如何提高顧客忠誠(chéng)度做過研究，但研究結(jié)果對(duì)于百貨業(yè)中適用性并不確定。
本研究以我國(guó)大型百貨商場(chǎng)的顧客忠誠(chéng)度作為研究的課題，在對(duì)國(guó)內(nèi)外學(xué)者的相關(guān)文獻(xiàn)進(jìn)行綜述的基礎(chǔ)上，通過自身在百貨商場(chǎng)實(shí)習(xí)的經(jīng)歷，結(jié)合百貨商場(chǎng)的特點(diǎn)，總結(jié)了影響顧客忠誠(chéng)度的兩個(gè)因素。本文以宜興華地百貨為例，通過問卷設(shè)計(jì)、問卷調(diào)研和樣本數(shù)據(jù)收集，對(duì)調(diào)研數(shù)據(jù)進(jìn)行處理，對(duì)該商場(chǎng)影響顧客忠誠(chéng)度的因素進(jìn)行分析，得出相關(guān)結(jié)論與建議。
關(guān)鍵詞：百貨商場(chǎng) 顧客忠誠(chéng)度 影響因素

Loyalty study of large department stores
Abstract With the increase of the store industry and scrambling cost of the customers,to build and maintain customer loyalty has become the rule for winning the store industry. While how to build and maintain customer royalty is becoming the focus of both the enterprise field and the research field. In spite of the fact that many well-known scholars both in china and abroad have done intense research on customer royalty, few has focused on customer royalty in store industry. They also have done research on how to increase customer royalty, but whether the result applies to the store industry remains uncertain.
Taking the customer royalty of large department stores as research subject,this thesis concludes the main two factors influencing customer royalty by summarizing relatedliteratures both home and abroad and combining personal working experience in the store and the features of the store. This thesis takes the example of Yixing Springland. It analyses the factors that influencing customer royalty and draws conclusion and make suggestions on the basis of questionnairedesign ,questionnaireinquiry,samplecollection and data processing.
Key words: Department Store, customer loyalty , influencing factors

目 錄
第1章 緒論 1
1.1 選題背景 1
1.2選題意義 1
1.3 研究?jī)?nèi)容 2
1.4研究方法 2
第2章 理論綜述 4
2.1 顧客忠誠(chéng)度 4
2.2服務(wù)質(zhì)量 5
2.3轉(zhuǎn)換成本 5
2.4服務(wù)質(zhì)量、轉(zhuǎn)換成本與顧客忠誠(chéng)的關(guān)系 6
2.5百貨商場(chǎng)的服務(wù)屬性 6
第3章 宜興華地百貨顧客忠誠(chéng)度的調(diào)查設(shè)計(jì) 8
3.1公司背景分析 8
3.2問卷設(shè)計(jì) 8
第4章 調(diào)查實(shí)施與分析 12
4.1問卷的發(fā)放與回收 12
4.2問卷的處理與分析 12
4.3問卷結(jié)論 15
第5章 提高商場(chǎng)顧客忠誠(chéng)度的建議 16
5.1建立完善的顧客忠誠(chéng)度評(píng)價(jià)指標(biāo) 16
5.2提高百貨商場(chǎng)服務(wù)質(zhì)量 16
5.3提高顧客的轉(zhuǎn)換成本 17
第6章 結(jié)論 18
致謝 19
參考文獻(xiàn) 20
附錄：?jiǎn)柧碚{(diào)查 21