基于店鋪環(huán)境的零售企業(yè)競爭優(yōu)勢研究.doc
約79頁DOC格式手機打開展開
基于店鋪環(huán)境的零售企業(yè)競爭優(yōu)勢研究,79頁共計37098字摘 要早在入世倒計時階段，零售巨頭們就打響了全國爭霸戰(zhàn)。在外國零售企業(yè)紛紛進入市場之際，如何與這些實力強大的企業(yè)開展競爭，獲取競爭優(yōu)勢，是我國零售企業(yè)面臨的一個十分重要的問題。當(dāng)零售商發(fā)現(xiàn)在商品、價格、促銷及地理位置的基礎(chǔ)上創(chuàng)造差異化優(yōu)勢變得越來越困難時，商店本身便為市場差異化創(chuàng)造了一個極好的機會...
內(nèi)容介紹
此文檔由會員 bfxqt 發(fā)布
79頁共計37098字
摘 要
早在入世倒計時階段，零售巨頭們就打響了全國爭霸戰(zhàn)。在外國零售企業(yè)紛紛進入市場之際，如何與這些實力強大的企業(yè)開展競爭，獲取競爭優(yōu)勢，是我國零售企業(yè)面臨的一個十分重要的問題。當(dāng)零售商發(fā)現(xiàn)在商品、價格、促銷及地理位置的基礎(chǔ)上創(chuàng)造差異化優(yōu)勢變得越來越困難時，商店本身便為市場差異化創(chuàng)造了一個極好的機會。隨著人們生活水平的提高，消費者對購物的需求已不僅是對商品實體的要求，而是對一種愉悅的購物體驗的要求，店鋪環(huán)境是零售企業(yè)與消費者直接接觸的店鋪要素，它的改善可以對消費者起到立竿見影的效果。
本文主要采用了問卷調(diào)查法以及數(shù)據(jù)統(tǒng)計分析等方法。以大連市四家百貨商店為研究對象，對消費者進行問卷調(diào)查，利用SPSS、AMOS等統(tǒng)計分析工具對調(diào)查數(shù)據(jù)進行描述性統(tǒng)計分析，因子分析，方差檢驗及結(jié)構(gòu)方程模型分析，建立了店鋪環(huán)境對零售企業(yè)競爭優(yōu)勢作用機理的模型。
本文共分為六部分，包括緒論、文獻綜述、理論模型、研究設(shè)計、數(shù)據(jù)分析和結(jié)論建議。本文首先闡述研究的問題及其意義，并總結(jié)了以往研究成果、提出了本文的理論模型，然后選取大連四家百貨商店——百盛長春路店、大連麥凱樂總店、太平洋百貨、千盛百貨和平廣場店作為目標(biāo)調(diào)查商場，采用隨機抽樣的方法，對光臨該商場的消費者進行問卷調(diào)查，并結(jié)合相關(guān)數(shù)據(jù)分析技術(shù)，研究了店鋪環(huán)境、體驗價值、顧客信任及零售企業(yè)競爭優(yōu)勢之間的關(guān)系，并對比了所調(diào)查的四家百貨商店在不同維度上的差異，從而為企業(yè)店鋪環(huán)境改善提供參考性意見。
本文認為：店鋪環(huán)境是企業(yè)獲得競爭優(yōu)勢的重要來源，它以顧客信任和購物的體驗價值為中介變量，正向的影響著零售企業(yè)的競爭優(yōu)勢。其中，店鋪環(huán)境中的氛圍因子和社會因子正向的影響顧客的體驗價值；氛圍因子、社會因子、設(shè)計因子和體驗價值顯著的正向影響顧客信任；而體驗價值和顧客信任顯著的正向影響著零售企業(yè)的競爭優(yōu)勢。最后筆者結(jié)合本文的研究結(jié)果，對企業(yè)提出了店鋪環(huán)境管理方面的建議，并指出了本文研究存在的局限，即忽視了商品和業(yè)態(tài)的影響。
本文的創(chuàng)新之處在于，本文是基于顧客的視角來研究企業(yè)的競爭優(yōu)勢，并提出了店鋪環(huán)境對零售企業(yè)競爭優(yōu)勢作用機理的研究模型，這在以往的研究中是比較少見的。同時本文以大連市的四家百貨商場為調(diào)查對象進行實證研究，增加了文章的針對性和現(xiàn)實意義。
目 錄
1 緒論 1
1.1 研究背景及意義 1
1.2 研究目的 2
1.3 研究方法 2
1.4 研究思路 2
1.5 創(chuàng)新之處 3
2 文獻綜述 5
2.1 零售企業(yè)競爭優(yōu)勢的理論總結(jié) 5
2.1.1 競爭優(yōu)勢的來源 5
2.1.2 競爭優(yōu)勢的衡量 9
2.1.3 零售企業(yè)競爭優(yōu)勢的影響因素 10
2.2 店鋪環(huán)境的理論總結(jié) 11
2.2.1 店鋪環(huán)境的內(nèi)涵與構(gòu)成維度 11
2.2.1 店鋪環(huán)境對消費者購物行為的影響 12
2.2.3 店鋪環(huán)境與零售企業(yè)競爭優(yōu)勢 14
2.3 顧客信任和購物的體驗價值 15
2.3.1 顧客信任 16
2.3.2 購物的體驗價值 17
3 店鋪環(huán)境對零售企業(yè)競爭優(yōu)勢作用機制的理論模型 18
3.1 研究假設(shè) 18
3.1.1 店鋪環(huán)境與體驗價值 18
3.1.2 體驗價值與競爭優(yōu)勢 18
3.1.3 店鋪環(huán)境與顧客信任 19
3.1.4 顧客信任與競爭優(yōu)勢 20
3.1.5 體驗價值和顧客信任 20
3.2 理論模型的建立 21
4 研究設(shè)計 22
4.1 問卷設(shè)計 22
4.1.1 店鋪環(huán)境 22
4.1.2 體驗價值 23
4.1.3 顧客信任 24
4.1.4 競爭優(yōu)勢 24
4.2 抽樣設(shè)計 25
4.3 分析方法 26
4.4 預(yù)測試 27
4.4.1 預(yù)測試的基本特征 28
4.3.2 預(yù)測試的結(jié)構(gòu)效度分析 28
4.3.3 預(yù)測試的信度分析 33
4.5 大樣本數(shù)據(jù)的收集 36
5 數(shù)據(jù)分析 37
5.1 樣本的基本特征及描述性統(tǒng)計 37
5.2 數(shù)據(jù)的信度分析 38
5.3 數(shù)據(jù)的效度分析 39
5.3.1 店鋪環(huán)境量表的因子分析 40
5.3.2 購物體驗價值量表因子分析 41
5.3.3 信任量表因子分析 41
5.3.4 競爭優(yōu)勢量表因子分析 42
5.4 結(jié)構(gòu)方程模型（SEM）分析 43
5.4.1 模型擬合程度分析 44
5.4.2 假設(shè)檢驗 45
5.4.3 實證結(jié)果 47
5.5 百貨商店間比較分析 49
6 結(jié)論和建議 54
6.1 研究結(jié)論 54
6.2 管理建議 55
6.3 研究的局限性及未來研究方向 56
附 錄 58
參考文獻 61
后 記 70
關(guān)鍵詞：店鋪環(huán)境，競爭優(yōu)勢，零售企業(yè)
參 考 文 獻
[1] 波特著,陳小悅譯.競爭優(yōu)勢[M].北京:華夏出版社,1997.95.
[2] 郭志剛.社會統(tǒng)計分析方法—SPSS軟件應(yīng)用[M].中國人民大學(xué)出版社.1999.87-144.
[3] 黃勁松，趙平，王高. 基于顧客價值的企業(yè)競爭優(yōu)勢定量研究[C].2004年GMS中國營銷科學(xué)學(xué)術(shù)會議論文集.
[4] 金玉芳, 董大海. 消費者信任影響因素實證研究——基于過程的觀點[J]. 管理世界 , 2004,(07):93-99.
[5] 金玉芳. 消費者品牌信任研究[D]. 大連理工大學(xué),2005.9-74.
[6] 李飛，王高等著, 中國零售管理創(chuàng)新[M]. 第1版.北京：經(jīng)濟科學(xué)出版社, 2007.50-60.
[7] 梁健愛. 解析零售企業(yè)顧客忠誠度影響因素[J]. 江蘇商論,2006,(01):50-55.
[8] 梁健愛.零售企業(yè)顧客忠誠度形成機理的實證研究[J].企業(yè)經(jīng)濟,2006,(10):5-7.
[9] 梁南燕,賴茂生. 信息技術(shù)在商業(yè)經(jīng)營管理中的應(yīng)用—零售之王沃爾瑪成功經(jīng)驗介紹[J]. 情報理論與實踐,2003,(03):249-251.
[10] 劉賀. 超市顧客忠誠度形成機理實證研究[D]. 吉林大學(xué),2006.6-18.
[11] 劉建新. 顧客信任的形成機理及其營銷管理研究[J]. 經(jīng)濟問題探索,2006,(02):5-8.
[12] 馬慶國，管理統(tǒng)計:數(shù)據(jù)獲取、統(tǒng)計原理、SPSS工具與應(yīng)用研究〔M]，北京:科學(xué)出版社，2002.50-60.
[13] 邁克爾•利維，巴頓•韋茨.零售管理[M]. 第4版.北京：人民郵電出版社,2004.385.
[14] 彭泅清.信任的建立機制:關(guān)系運作與法制手段[J].社會學(xué)研究，1999,(2):53-60.
[15] 榮泰生，企業(yè)研究方法[M].北京:中國稅務(wù)出版社，2005.
[16] 斯科特•羅比內(nèi)特.情感營銷[M].北京:華夏出版社,2001.
[17] 唐莊菊,汪純孝,岑成德; 專業(yè)服務(wù)消費者信任感的實證研究[J].商業(yè)研究.1999,(10):49-51.
[18] 謝鳳華.消費者信任前因、維度和結(jié)果的研究[D]. 浙江大學(xué),2006.51.
[19] 謝亞平,溫興琦.論零售業(yè)的自有品牌戰(zhàn)略[J]. 科技創(chuàng)業(yè)月刊.2005,(03):60.
[20] 魏猛. 信息技術(shù)對連鎖零售企業(yè)競爭優(yōu)勢的貢獻[J]. 甘肅農(nóng)業(yè) , 2006,(07):87.
[21] 王磊. 我國大型超市零售業(yè)顧客忠誠影響因素實證研究[D]. 同濟大學(xué),2007.54-59.
[22] 約瑟夫.派恩,詹姆斯.H.吉爾摩.夏業(yè)良,魯煒等譯.體驗經(jīng)濟[M].北京:機械工業(yè)出版社,2002.16-56.
[23] 嚴(yán)浩仁. 試論顧客忠誠的影響因素與理論模型[J]. 商業(yè)經(jīng)濟與管理, 2005,(04):61-65.
[24] 朱華偉, 涂榮庭. 商業(yè)領(lǐng)域顧客滿意及未來行為意向的影響因素研究[J].中國工業(yè)經(jīng)濟,2008,(04):92-101.
[25] 朱迪斯•科斯蒂恩斯，馬塞爾•科斯蒂恩斯.決勝零售[M].第一版.華夏出版社,2004.94,135.
[26] 趙曉霞. 盈利來自信息技術(shù)—從沃爾瑪看信息系統(tǒng)對連鎖超市的巨大貢獻[J]. 商業(yè)研究,2003,(05):67.
[1] Ali, HA.,and Birley,S., 1998,“The role of trust in the marketing activities of entrepreneurs establishing new ventures”, Journal of Marketing Management, vol. 14, no. 7, pp749-763.
[2] Andaleeb, Syed Saad and Syed Ferhat Anwar,1996,“Factor Influencing Customer Trust in Salespersons in a Developing Country”, Journal of International Marketing, vol.4 (4), pp35-52.
[3] Anderson, E.; Sullivan, M.W.,1993,“The antecedents and consequences of customer satisfaction for firms”,Marketing Science, Vol. 12 Issue 2, pp125-143.
[4] Areni, Charles S. and David Kim, 1994, “The Iinfluence of Instore Lighting on Consumers- Examination of Merchandise in a Wine Shop”, International Journal of Research in Marketing, vol.11 (March), pp117-125.
[5] Babin,B.J.and R.D.William. ,1996, “Good and Bad Shopping Vibes: Spending and Patronage Satisfaction”,Journal of Business Research, 3vol.5(3).
[6] Babin, William R. Darden, and Mitch Griffin, 1994, “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value,” Journal of Consumer Research, vol.20(March), pp644-656.
[7] Babin, Barry, 1995，“Consumer Self-Regulation in a Retail Environment,” Journal of Retailing, 71(1),pp 47-70.
[8] Boulding, William et al, 1993,“A Dynamic Model of Service Quality: From Expectations to Behavioral Intentions”,Journal of Marketing Research,Vol. 30 Issue February, pp7-27.
[9] Bagozzi,R.P.and YYi,1988,“On the Evaluation of Structulal Equation Models”, Joumal of the Aeademy of Marketing Scienee, Vol.16(1),pp74-94.
[10] Baker, J., Levy, M., and Grewal, D, 1992，“An experimental approach to making retail store environment decisions,” Journal of Retailing, vol.68(4), pp445-460.
[11] Baker, J.; Grewal,D.;Parasuraman,A,1994,“The Influence of Store Environment on Quality Inferences and Store Image”, Journal of the Academy of Marketing Science,Vol. 22, pp328-339.
[12] Baker,J.,Parasuraman,A. et al.,2002,“The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions”. Journal of Marketing, vol.66(2),pp120-141.
[13] Bellizzi, J.A. and R.E. Hite, 1992, “Environmental Color, Consumer Feelings, and Purchase Likelihood”, Psychology and Marketing, vol.9, pp347-63.
[14] Bellizzi et. al., 1983,“The Effects of Color in Store Design”, Journal of Retailing, Vol.59, pp21-24.
[15] Bellenger et al.,1980, “The Recreational Shopper”. Journal of Retailing, vol.56, pp77–92.
[16] Bhide,Amar,1986,“Hustle as Strategy”,Harvard Business Review,vol.64, pp59-65.
[17] Bitner,Mary Jo. 2000,The Servicecapes, CA:Sage Publications,Inc, pp37-50.
[18] Bitner,1990,“Evaluating Service Encounters:The Effects of Physical Surroundings and Employee Responses”,Journal of Marketing,Vol.54 (2), pp69-82.
[19] B.Wernerfelt, 1984,"A resource-based view of the firm".Strategic Management Journal,Vol.5,No.2, pp 171—180.
[20] Carpenter, Jason M., et al.,2005, “Consumer shopping value, satisfaction, and loyalty for retail apparel brands”, Journal of Fashion Marketing and Management, vol.9, pp.43-53.
[21] Churchill G.A., 1979,“A paradigm for developing better measures of marketing constructs”,Journal of Marketing Research. Vol.16,pp64-73.
[22] Crowley, and Ayn E.，1993,“The Two-Dimensional Impact of Color on Shopping,” Marketing Letters, Vol.4, 1, pp59-69.
[23] Cronin Jr., J. Joseph et al., 2000 ,“Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments”, Journal of Retailing, Vol. 76 Issue 2, pp193.
[24] Darden,W.R.,Orhan Erdem and Donna K.Darden. 1983,A comparison and test of three causal models of Patronage Intentions[A].In:Patronage Behavior ad Retail Management[C].William R.Darden and Robert F.Lusch,eds.New York:North Holland, pp29-43.
[25] David Gefen， Elena Karahannna， Detmar W Straub, 2003，“Trust and TAM in Online Shopping:An Integrated Model”,MIS Quarterly, Vol.27（1）,pp51-90
[26] Doney, P. M. and J. P. Cannon, 1997, “An Examination of the Nature of Trust in Buyer-Seller Relationships”, Journal of Marketing, Vol.61, pp.35-51.
[27] Donovan,Robert J.;Rossiter,JohnR., 1982,“Store Atmosphere:An Environmental Psychology Approach”,Journal of Retailing, 5Vol.8(1),pp34-57.
[28] Eroglu,S.A.and K.A.Machleit, 1990,“An Empirical Study of Retail Crowding: Antecedents and Consequences”,Journal of Retailing,Vol.66 (Summer), pp201-221.
[29] Everett,P.B et al.,1994, “The consume-environment interaction: an introduction to the special issue”, International Journal of Research in Marketing, Vol.11(2), pp97-110.
[30] Fornell,Clase.1992,“A National Customer Satisfaction Barometer:The Swedish Experience”, Journal of Marketing,Vol.56, pp6~21.
[31] Gorn, G. J., 1982,“The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach,”Journal of Marketing, Vol.46, pp94-101.
[32] Good,D., 1988, Individuals,Interpersonal Relations and Trust, In Trust Making and Breaking Co-operative Relations. Basil Blackwell.
[33] Greenland,S.J.&McGoldrik,P.J.,1994,“Atmospherics, Attitudes and Behavior: Modeling the Impact of Designed Space”,Distribution and Consumer Research, No.4, pp1-16.
[34] Ganesan,S., 1994,“Determinants of Long-term Orientatioan in Buyers-sellers Relationships”,Journal of Marketing, Vol.58(4),pp1-19.
[35] Garbarino,E., &Johnson.M.S., 1999,“The Different Roles of Satisfaction,Trust and Commitment In Customer Relationships”,Journal of Marketing, Vol.63(2), pp70-87.
[36] George S.Day,Robin Wensley, 1988, “Assessing Advantage:A Framework for Diagnosing Competitive Superiority”,Jounal of Markting, Vol.52,pp1-20.
[37] Gronholt, et al., 2000, “The Relationship Between Customer Satisfaction and Loyalty:Cross-Industry Diffenrences”,Total Quality Management, Vol.11(4), pp509-514.
[38] Hair Joseph F.et al.,1998,Multivariate Data Analysis.5th ed.Upper Saddle River,NJ:Prentice Hall
[39] Harrell, Gilbert D., et al.1980,"Path Analysis of Buyer Behavior Under Conditions of Crowding," Journal of Marketing Research, Vol.17, pp45-51.
[40] Hong-YoulHa. 2004,“Factors influencing consumer perceptions of brand trust online”,Journal of Product & Brand Management, Vol.13:5, pp329-342.
[41] Hui, Michael K.; Bateson, John E. G. , 1991, “Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experiences”, Journal of Consumer Research,Vol. 25 Issue September, pp175-186,
[42] Hui, M.K., Dube, L. and Chebat, J.C., 1997, "The Impact of Music on Consumers' Reactions to Waiting for Services," Journal of Retailing, Vol.73(1), pp87-103.
[43] Hvarye，SJ.Jr. 2002, “The trust Paradox:a survey of Eonomic Inquires into he Nature of Trust and Trustworthiness”,Journal of Economic Behavior and Organization, Vol.47:pp291-307.
[44] HwaesJ.M.，Mast，K.E.，&Swan J.E, 1989, “Trust earning perceptions of sellers and buyers”,The Journal of Personal Selling and Sales Mansgement, Vol. 9(1),pp1-8.
[45] Kathryn,1997,“The Service Experience in Two Cultures: A Benavioral Perspective”,Journall of Retailing,vol73,pp.337-360.
[46] Keng, Kau Ah and Andrew Ehrenberg. 1984,"Patterns of Store Choice" ,Journal of Marketing Research, Vol.21 (November): pp399-409.
[47] Kotler P. 1997,Marketing Management: Analysis, Planning, Implementation and Control,,New Jersey, Prentice-Hall.
[48] Kerin,R.A.and A.Jain,1992, “Store Shopping Experience and Consumer Price-Quality-Value Perceptions”. Journal of Retailing, Vol.68(Winter).
[49] Kotler, P., 1973, “Atmospherics as a marketing tool”,Journal of Retailing, Vol.49(4), pp48-65.
[50] Kunkel, J. H. & Berry, L. L., 1968,“A Behavioral Conception of Retail Image,” Journal of Marketing, Vol.32(4), pp21-27.
[51] Jones,M.A.,1999,“Entertaining Shopping Experiences:An Exploratory Investigation”,Journal of Retailing and Consumer Services, Vol. 6.
[52] Mano, H., and Oliver, R. L. ,1993, “Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling, and satisfaction”, Journal of Consumer Research, Vol.20(4), pp.451-464.
[53] Mahoney,J.T, J.R.Pandian., 1992, “The Resource-based viewwithin the conversation of strategic management”,Strategic Management Journal, Vol.13, pp163-380
[54] Magnus,S.,1998,“Customer Satisfaction and Its Consequences on Customer Behavior Revisited”, International Journal of Service Industry Management, No.2, 169~188
[55] Mehrabian,A.,Russell,J.1974,A.An Approach to Environmental Psychology, Cambridge. MA: MIT Press.
[56] Mehrabian,A.,1976,Public Spaces and Private Spaces:The Psychology of Work.Play and Living Environments.New York:Basic Books,Inc.
[57] Milliman, Ronald E., 1982, "Using Background Music to Affect the Behavior of Supermarket Shoppers," Joumal of Marketing, Vol.46(2), pp86-91.
[58] Milliman, Ronald E.,1986,"The Influence of Background Music on the Behavior of Restaurant Patrons," Joumal of Consumer Research, Vol.13 (September), pp286-89.
[59] Michael Tracey,Mark A.Vonderemse,1998,“Manufacturing technology and strategy formulation: Keys to enhancing competitiveness and improving performance”,Journal of Operations Management ,Vol.17,pp411-428.
[60] Reichheld, & Schefter, P, 2000, “ E-Loyalty: Your Secret Weapon on the Web”, Harvard Business Review, (July-August), pp105-113.
[61] Prahalad ,Hamel. 1990, “The Core Competence of the Corporation: the new rules of corporate strategy”. Harvard Business Review, Vol. (3-6),79-91.
[62] SPekman，Robert E.,1988,“Strategic supplier selection: understanding long-term relationships，Business Horizons, Vol.31:75-81.
[63] Schmitt, B. H., 1999,Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company Brands, New York：The Free Press.
[64] Schurr Pual H. and Julie L.OZnane,1985,“Influences on Exchange Procesess:Buyer’s Preconception of a Seller’s Trustworthiness and Bargaining Toughness”，Joumal of Consumer Research, Vol.11(March),pp939-953.
[65] Schoenbachler,D.D., Gorden,G.L. 1980, “Trust and Customer Willing to Provide Information in Database-Driven Relationship Marketing”,Journal of Interactive Marketing, Vol.16(3),pp2-16
[66] Stoltman, Jeffery J., et al, 1991, “Shopping Choices: The Case of Mall Choice. In Advances in Consumer Research, Eds. Rebecca H. Holman and Michael R. Solomon. Provo”, UT: Association for Consumer Research, Vol. 18,pp434–440.
[67] Sirdeshmukh,D.,Singh,J.,Saol,B.,2002,“Consumer Trust,Value and Loyalty in Relational Exchanges”Journal of Marketing, Vol. 66(1),pp15-37.
[68] Spangenberg E R, Crowley A E, Henderson P W. 1996, “Improving the store environment: Do olfactory cues affect evaluations and behaviors? ” Journal of Marketing, Vol.60(4),pp67-80.
[69] Tauber,E.M. 1972, “Why Do People Shop”,Journal of Marketing, Vol.36.
[70] Turley, L.W., and Ronald E. Milliman, 2000,"Atmospheric Effects on Shopping Behavior. A Review of the Experimental Evidence" ,Journal of Business Research, Vol. 49, No. 2, pp193-211.
[71] Teece, D, G. Pisano and A. Shuen, 1990, “Firm Capabilities, Resources and the Concept of Strategy”, CCC Working Paper,pp 90-181.
[72] Urban,G.L.,Sultan,F.,Qualls,2000,“Placing Trust at The Center of Your Internet Strategy”,Sloan Management Review, Vol.25,pp39-48.
[73] Wakefield,K.L.,Baker,J.,1998, “Excitement at the mall:determinants and effects on shopping response”,Journal of Retailing, 74(4),pp515-531.
[74] Wizrt，Jochen，Anna.S.Mattila，and Rachel.L.P.Tan，2000, “The Moderating Role of Target-Arousal on The Impact of Affect in Satisfaction-An Examination in The Context of Service Experience”, Journal of Retailing,vol.76,no.3，pp347-365.
[75] Wong, Amy and Amrik Sohal ,2002,“An Examination of the Relationship between Trust, Commitment and Relationship Quality”, International Journal of Retail & Distribution Management, Vol.30 (1),pp 34-50.
[76] Ward, J.C., Bitner, M.J., Barnes, J,. 1992, “Measuring the prototypicality and meaning of retail environments”, Journal of Retailing, Vol. 68 Issue 2, pp194-220.
[77] .Woodruff .RobertB.1997,“Customer.Value:The Next Source of Competitive Advantage”,Journal of the Academy of Marketing Scienee. Vol.25, pp139-153.
[78] Zucker.L.G., 1986, “Production of Trust:Institutional Sources of Economic Structure 1840-1920”,Research in organizational behavior, Vol.8:pp53-111.
[79] Zeithaml,V.A.1988,“Consumer perceptions of price,quality,and value:A means-end model and synthesis of evidence”,Journal of Marketing, Vol.52(3), pp2-22.
摘 要
早在入世倒計時階段，零售巨頭們就打響了全國爭霸戰(zhàn)。在外國零售企業(yè)紛紛進入市場之際，如何與這些實力強大的企業(yè)開展競爭，獲取競爭優(yōu)勢，是我國零售企業(yè)面臨的一個十分重要的問題。當(dāng)零售商發(fā)現(xiàn)在商品、價格、促銷及地理位置的基礎(chǔ)上創(chuàng)造差異化優(yōu)勢變得越來越困難時，商店本身便為市場差異化創(chuàng)造了一個極好的機會。隨著人們生活水平的提高，消費者對購物的需求已不僅是對商品實體的要求，而是對一種愉悅的購物體驗的要求，店鋪環(huán)境是零售企業(yè)與消費者直接接觸的店鋪要素，它的改善可以對消費者起到立竿見影的效果。
本文主要采用了問卷調(diào)查法以及數(shù)據(jù)統(tǒng)計分析等方法。以大連市四家百貨商店為研究對象，對消費者進行問卷調(diào)查，利用SPSS、AMOS等統(tǒng)計分析工具對調(diào)查數(shù)據(jù)進行描述性統(tǒng)計分析，因子分析，方差檢驗及結(jié)構(gòu)方程模型分析，建立了店鋪環(huán)境對零售企業(yè)競爭優(yōu)勢作用機理的模型。
本文共分為六部分，包括緒論、文獻綜述、理論模型、研究設(shè)計、數(shù)據(jù)分析和結(jié)論建議。本文首先闡述研究的問題及其意義，并總結(jié)了以往研究成果、提出了本文的理論模型，然后選取大連四家百貨商店——百盛長春路店、大連麥凱樂總店、太平洋百貨、千盛百貨和平廣場店作為目標(biāo)調(diào)查商場，采用隨機抽樣的方法，對光臨該商場的消費者進行問卷調(diào)查，并結(jié)合相關(guān)數(shù)據(jù)分析技術(shù)，研究了店鋪環(huán)境、體驗價值、顧客信任及零售企業(yè)競爭優(yōu)勢之間的關(guān)系，并對比了所調(diào)查的四家百貨商店在不同維度上的差異，從而為企業(yè)店鋪環(huán)境改善提供參考性意見。
本文認為：店鋪環(huán)境是企業(yè)獲得競爭優(yōu)勢的重要來源，它以顧客信任和購物的體驗價值為中介變量，正向的影響著零售企業(yè)的競爭優(yōu)勢。其中，店鋪環(huán)境中的氛圍因子和社會因子正向的影響顧客的體驗價值；氛圍因子、社會因子、設(shè)計因子和體驗價值顯著的正向影響顧客信任；而體驗價值和顧客信任顯著的正向影響著零售企業(yè)的競爭優(yōu)勢。最后筆者結(jié)合本文的研究結(jié)果，對企業(yè)提出了店鋪環(huán)境管理方面的建議，并指出了本文研究存在的局限，即忽視了商品和業(yè)態(tài)的影響。
本文的創(chuàng)新之處在于，本文是基于顧客的視角來研究企業(yè)的競爭優(yōu)勢，并提出了店鋪環(huán)境對零售企業(yè)競爭優(yōu)勢作用機理的研究模型，這在以往的研究中是比較少見的。同時本文以大連市的四家百貨商場為調(diào)查對象進行實證研究，增加了文章的針對性和現(xiàn)實意義。
目 錄
1 緒論 1
1.1 研究背景及意義 1
1.2 研究目的 2
1.3 研究方法 2
1.4 研究思路 2
1.5 創(chuàng)新之處 3
2 文獻綜述 5
2.1 零售企業(yè)競爭優(yōu)勢的理論總結(jié) 5
2.1.1 競爭優(yōu)勢的來源 5
2.1.2 競爭優(yōu)勢的衡量 9
2.1.3 零售企業(yè)競爭優(yōu)勢的影響因素 10
2.2 店鋪環(huán)境的理論總結(jié) 11
2.2.1 店鋪環(huán)境的內(nèi)涵與構(gòu)成維度 11
2.2.1 店鋪環(huán)境對消費者購物行為的影響 12
2.2.3 店鋪環(huán)境與零售企業(yè)競爭優(yōu)勢 14
2.3 顧客信任和購物的體驗價值 15
2.3.1 顧客信任 16
2.3.2 購物的體驗價值 17
3 店鋪環(huán)境對零售企業(yè)競爭優(yōu)勢作用機制的理論模型 18
3.1 研究假設(shè) 18
3.1.1 店鋪環(huán)境與體驗價值 18
3.1.2 體驗價值與競爭優(yōu)勢 18
3.1.3 店鋪環(huán)境與顧客信任 19
3.1.4 顧客信任與競爭優(yōu)勢 20
3.1.5 體驗價值和顧客信任 20
3.2 理論模型的建立 21
4 研究設(shè)計 22
4.1 問卷設(shè)計 22
4.1.1 店鋪環(huán)境 22
4.1.2 體驗價值 23
4.1.3 顧客信任 24
4.1.4 競爭優(yōu)勢 24
4.2 抽樣設(shè)計 25
4.3 分析方法 26
4.4 預(yù)測試 27
4.4.1 預(yù)測試的基本特征 28
4.3.2 預(yù)測試的結(jié)構(gòu)效度分析 28
4.3.3 預(yù)測試的信度分析 33
4.5 大樣本數(shù)據(jù)的收集 36
5 數(shù)據(jù)分析 37
5.1 樣本的基本特征及描述性統(tǒng)計 37
5.2 數(shù)據(jù)的信度分析 38
5.3 數(shù)據(jù)的效度分析 39
5.3.1 店鋪環(huán)境量表的因子分析 40
5.3.2 購物體驗價值量表因子分析 41
5.3.3 信任量表因子分析 41
5.3.4 競爭優(yōu)勢量表因子分析 42
5.4 結(jié)構(gòu)方程模型（SEM）分析 43
5.4.1 模型擬合程度分析 44
5.4.2 假設(shè)檢驗 45
5.4.3 實證結(jié)果 47
5.5 百貨商店間比較分析 49
6 結(jié)論和建議 54
6.1 研究結(jié)論 54
6.2 管理建議 55
6.3 研究的局限性及未來研究方向 56
附 錄 58
參考文獻 61
后 記 70
關(guān)鍵詞：店鋪環(huán)境，競爭優(yōu)勢，零售企業(yè)
參 考 文 獻
[1] 波特著,陳小悅譯.競爭優(yōu)勢[M].北京:華夏出版社,1997.95.
[2] 郭志剛.社會統(tǒng)計分析方法—SPSS軟件應(yīng)用[M].中國人民大學(xué)出版社.1999.87-144.
[3] 黃勁松，趙平，王高. 基于顧客價值的企業(yè)競爭優(yōu)勢定量研究[C].2004年GMS中國營銷科學(xué)學(xué)術(shù)會議論文集.
[4] 金玉芳, 董大海. 消費者信任影響因素實證研究——基于過程的觀點[J]. 管理世界 , 2004,(07):93-99.
[5] 金玉芳. 消費者品牌信任研究[D]. 大連理工大學(xué),2005.9-74.
[6] 李飛，王高等著, 中國零售管理創(chuàng)新[M]. 第1版.北京：經(jīng)濟科學(xué)出版社, 2007.50-60.
[7] 梁健愛. 解析零售企業(yè)顧客忠誠度影響因素[J]. 江蘇商論,2006,(01):50-55.
[8] 梁健愛.零售企業(yè)顧客忠誠度形成機理的實證研究[J].企業(yè)經(jīng)濟,2006,(10):5-7.
[9] 梁南燕,賴茂生. 信息技術(shù)在商業(yè)經(jīng)營管理中的應(yīng)用—零售之王沃爾瑪成功經(jīng)驗介紹[J]. 情報理論與實踐,2003,(03):249-251.
[10] 劉賀. 超市顧客忠誠度形成機理實證研究[D]. 吉林大學(xué),2006.6-18.
[11] 劉建新. 顧客信任的形成機理及其營銷管理研究[J]. 經(jīng)濟問題探索,2006,(02):5-8.
[12] 馬慶國，管理統(tǒng)計:數(shù)據(jù)獲取、統(tǒng)計原理、SPSS工具與應(yīng)用研究〔M]，北京:科學(xué)出版社，2002.50-60.
[13] 邁克爾•利維，巴頓•韋茨.零售管理[M]. 第4版.北京：人民郵電出版社,2004.385.
[14] 彭泅清.信任的建立機制:關(guān)系運作與法制手段[J].社會學(xué)研究，1999,(2):53-60.
[15] 榮泰生，企業(yè)研究方法[M].北京:中國稅務(wù)出版社，2005.
[16] 斯科特•羅比內(nèi)特.情感營銷[M].北京:華夏出版社,2001.
[17] 唐莊菊,汪純孝,岑成德; 專業(yè)服務(wù)消費者信任感的實證研究[J].商業(yè)研究.1999,(10):49-51.
[18] 謝鳳華.消費者信任前因、維度和結(jié)果的研究[D]. 浙江大學(xué),2006.51.
[19] 謝亞平,溫興琦.論零售業(yè)的自有品牌戰(zhàn)略[J]. 科技創(chuàng)業(yè)月刊.2005,(03):60.
[20] 魏猛. 信息技術(shù)對連鎖零售企業(yè)競爭優(yōu)勢的貢獻[J]. 甘肅農(nóng)業(yè) , 2006,(07):87.
[21] 王磊. 我國大型超市零售業(yè)顧客忠誠影響因素實證研究[D]. 同濟大學(xué),2007.54-59.
[22] 約瑟夫.派恩,詹姆斯.H.吉爾摩.夏業(yè)良,魯煒等譯.體驗經(jīng)濟[M].北京:機械工業(yè)出版社,2002.16-56.
[23] 嚴(yán)浩仁. 試論顧客忠誠的影響因素與理論模型[J]. 商業(yè)經(jīng)濟與管理, 2005,(04):61-65.
[24] 朱華偉, 涂榮庭. 商業(yè)領(lǐng)域顧客滿意及未來行為意向的影響因素研究[J].中國工業(yè)經(jīng)濟,2008,(04):92-101.
[25] 朱迪斯•科斯蒂恩斯，馬塞爾•科斯蒂恩斯.決勝零售[M].第一版.華夏出版社,2004.94,135.
[26] 趙曉霞. 盈利來自信息技術(shù)—從沃爾瑪看信息系統(tǒng)對連鎖超市的巨大貢獻[J]. 商業(yè)研究,2003,(05):67.
[1] Ali, HA.,and Birley,S., 1998,“The role of trust in the marketing activities of entrepreneurs establishing new ventures”, Journal of Marketing Management, vol. 14, no. 7, pp749-763.
[2] Andaleeb, Syed Saad and Syed Ferhat Anwar,1996,“Factor Influencing Customer Trust in Salespersons in a Developing Country”, Journal of International Marketing, vol.4 (4), pp35-52.
[3] Anderson, E.; Sullivan, M.W.,1993,“The antecedents and consequences of customer satisfaction for firms”,Marketing Science, Vol. 12 Issue 2, pp125-143.
[4] Areni, Charles S. and David Kim, 1994, “The Iinfluence of Instore Lighting on Consumers- Examination of Merchandise in a Wine Shop”, International Journal of Research in Marketing, vol.11 (March), pp117-125.
[5] Babin,B.J.and R.D.William. ,1996, “Good and Bad Shopping Vibes: Spending and Patronage Satisfaction”,Journal of Business Research, 3vol.5(3).
[6] Babin, William R. Darden, and Mitch Griffin, 1994, “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value,” Journal of Consumer Research, vol.20(March), pp644-656.
[7] Babin, Barry, 1995，“Consumer Self-Regulation in a Retail Environment,” Journal of Retailing, 71(1),pp 47-70.
[8] Boulding, William et al, 1993,“A Dynamic Model of Service Quality: From Expectations to Behavioral Intentions”,Journal of Marketing Research,Vol. 30 Issue February, pp7-27.
[9] Bagozzi,R.P.and YYi,1988,“On the Evaluation of Structulal Equation Models”, Joumal of the Aeademy of Marketing Scienee, Vol.16(1),pp74-94.
[10] Baker, J., Levy, M., and Grewal, D, 1992，“An experimental approach to making retail store environment decisions,” Journal of Retailing, vol.68(4), pp445-460.
[11] Baker, J.; Grewal,D.;Parasuraman,A,1994,“The Influence of Store Environment on Quality Inferences and Store Image”, Journal of the Academy of Marketing Science,Vol. 22, pp328-339.
[12] Baker,J.,Parasuraman,A. et al.,2002,“The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions”. Journal of Marketing, vol.66(2),pp120-141.
[13] Bellizzi, J.A. and R.E. Hite, 1992, “Environmental Color, Consumer Feelings, and Purchase Likelihood”, Psychology and Marketing, vol.9, pp347-63.
[14] Bellizzi et. al., 1983,“The Effects of Color in Store Design”, Journal of Retailing, Vol.59, pp21-24.
[15] Bellenger et al.,1980, “The Recreational Shopper”. Journal of Retailing, vol.56, pp77–92.
[16] Bhide,Amar,1986,“Hustle as Strategy”,Harvard Business Review,vol.64, pp59-65.
[17] Bitner,Mary Jo. 2000,The Servicecapes, CA:Sage Publications,Inc, pp37-50.
[18] Bitner,1990,“Evaluating Service Encounters:The Effects of Physical Surroundings and Employee Responses”,Journal of Marketing,Vol.54 (2), pp69-82.
[19] B.Wernerfelt, 1984,"A resource-based view of the firm".Strategic Management Journal,Vol.5,No.2, pp 171—180.
[20] Carpenter, Jason M., et al.,2005, “Consumer shopping value, satisfaction, and loyalty for retail apparel brands”, Journal of Fashion Marketing and Management, vol.9, pp.43-53.
[21] Churchill G.A., 1979,“A paradigm for developing better measures of marketing constructs”,Journal of Marketing Research. Vol.16,pp64-73.
[22] Crowley, and Ayn E.，1993,“The Two-Dimensional Impact of Color on Shopping,” Marketing Letters, Vol.4, 1, pp59-69.
[23] Cronin Jr., J. Joseph et al., 2000 ,“Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments”, Journal of Retailing, Vol. 76 Issue 2, pp193.
[24] Darden,W.R.,Orhan Erdem and Donna K.Darden. 1983,A comparison and test of three causal models of Patronage Intentions[A].In:Patronage Behavior ad Retail Management[C].William R.Darden and Robert F.Lusch,eds.New York:North Holland, pp29-43.
[25] David Gefen， Elena Karahannna， Detmar W Straub, 2003，“Trust and TAM in Online Shopping:An Integrated Model”,MIS Quarterly, Vol.27（1）,pp51-90
[26] Doney, P. M. and J. P. Cannon, 1997, “An Examination of the Nature of Trust in Buyer-Seller Relationships”, Journal of Marketing, Vol.61, pp.35-51.
[27] Donovan,Robert J.;Rossiter,JohnR., 1982,“Store Atmosphere:An Environmental Psychology Approach”,Journal of Retailing, 5Vol.8(1),pp34-57.
[28] Eroglu,S.A.and K.A.Machleit, 1990,“An Empirical Study of Retail Crowding: Antecedents and Consequences”,Journal of Retailing,Vol.66 (Summer), pp201-221.
[29] Everett,P.B et al.,1994, “The consume-environment interaction: an introduction to the special issue”, International Journal of Research in Marketing, Vol.11(2), pp97-110.
[30] Fornell,Clase.1992,“A National Customer Satisfaction Barometer:The Swedish Experience”, Journal of Marketing,Vol.56, pp6~21.
[31] Gorn, G. J., 1982,“The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach,”Journal of Marketing, Vol.46, pp94-101.
[32] Good,D., 1988, Individuals,Interpersonal Relations and Trust, In Trust Making and Breaking Co-operative Relations. Basil Blackwell.
[33] Greenland,S.J.&McGoldrik,P.J.,1994,“Atmospherics, Attitudes and Behavior: Modeling the Impact of Designed Space”,Distribution and Consumer Research, No.4, pp1-16.
[34] Ganesan,S., 1994,“Determinants of Long-term Orientatioan in Buyers-sellers Relationships”,Journal of Marketing, Vol.58(4),pp1-19.
[35] Garbarino,E., &Johnson.M.S., 1999,“The Different Roles of Satisfaction,Trust and Commitment In Customer Relationships”,Journal of Marketing, Vol.63(2), pp70-87.
[36] George S.Day,Robin Wensley, 1988, “Assessing Advantage:A Framework for Diagnosing Competitive Superiority”,Jounal of Markting, Vol.52,pp1-20.
[37] Gronholt, et al., 2000, “The Relationship Between Customer Satisfaction and Loyalty:Cross-Industry Diffenrences”,Total Quality Management, Vol.11(4), pp509-514.
[38] Hair Joseph F.et al.,1998,Multivariate Data Analysis.5th ed.Upper Saddle River,NJ:Prentice Hall
[39] Harrell, Gilbert D., et al.1980,"Path Analysis of Buyer Behavior Under Conditions of Crowding," Journal of Marketing Research, Vol.17, pp45-51.
[40] Hong-YoulHa. 2004,“Factors influencing consumer perceptions of brand trust online”,Journal of Product & Brand Management, Vol.13:5, pp329-342.
[41] Hui, Michael K.; Bateson, John E. G. , 1991, “Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experiences”, Journal of Consumer Research,Vol. 25 Issue September, pp175-186,
[42] Hui, M.K., Dube, L. and Chebat, J.C., 1997, "The Impact of Music on Consumers' Reactions to Waiting for Services," Journal of Retailing, Vol.73(1), pp87-103.
[43] Hvarye，SJ.Jr. 2002, “The trust Paradox:a survey of Eonomic Inquires into he Nature of Trust and Trustworthiness”,Journal of Economic Behavior and Organization, Vol.47:pp291-307.
[44] HwaesJ.M.，Mast，K.E.，&Swan J.E, 1989, “Trust earning perceptions of sellers and buyers”,The Journal of Personal Selling and Sales Mansgement, Vol. 9(1),pp1-8.
[45] Kathryn,1997,“The Service Experience in Two Cultures: A Benavioral Perspective”,Journall of Retailing,vol73,pp.337-360.
[46] Keng, Kau Ah and Andrew Ehrenberg. 1984,"Patterns of Store Choice" ,Journal of Marketing Research, Vol.21 (November): pp399-409.
[47] Kotler P. 1997,Marketing Management: Analysis, Planning, Implementation and Control,,New Jersey, Prentice-Hall.
[48] Kerin,R.A.and A.Jain,1992, “Store Shopping Experience and Consumer Price-Quality-Value Perceptions”. Journal of Retailing, Vol.68(Winter).
[49] Kotler, P., 1973, “Atmospherics as a marketing tool”,Journal of Retailing, Vol.49(4), pp48-65.
[50] Kunkel, J. H. & Berry, L. L., 1968,“A Behavioral Conception of Retail Image,” Journal of Marketing, Vol.32(4), pp21-27.
[51] Jones,M.A.,1999,“Entertaining Shopping Experiences:An Exploratory Investigation”,Journal of Retailing and Consumer Services, Vol. 6.
[52] Mano, H., and Oliver, R. L. ,1993, “Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling, and satisfaction”, Journal of Consumer Research, Vol.20(4), pp.451-464.
[53] Mahoney,J.T, J.R.Pandian., 1992, “The Resource-based viewwithin the conversation of strategic management”,Strategic Management Journal, Vol.13, pp163-380
[54] Magnus,S.,1998,“Customer Satisfaction and Its Consequences on Customer Behavior Revisited”, International Journal of Service Industry Management, No.2, 169~188
[55] Mehrabian,A.,Russell,J.1974,A.An Approach to Environmental Psychology, Cambridge. MA: MIT Press.
[56] Mehrabian,A.,1976,Public Spaces and Private Spaces:The Psychology of Work.Play and Living Environments.New York:Basic Books,Inc.
[57] Milliman, Ronald E., 1982, "Using Background Music to Affect the Behavior of Supermarket Shoppers," Joumal of Marketing, Vol.46(2), pp86-91.
[58] Milliman, Ronald E.,1986,"The Influence of Background Music on the Behavior of Restaurant Patrons," Joumal of Consumer Research, Vol.13 (September), pp286-89.
[59] Michael Tracey,Mark A.Vonderemse,1998,“Manufacturing technology and strategy formulation: Keys to enhancing competitiveness and improving performance”,Journal of Operations Management ,Vol.17,pp411-428.
[60] Reichheld, & Schefter, P, 2000, “ E-Loyalty: Your Secret Weapon on the Web”, Harvard Business Review, (July-August), pp105-113.
[61] Prahalad ,Hamel. 1990, “The Core Competence of the Corporation: the new rules of corporate strategy”. Harvard Business Review, Vol. (3-6),79-91.
[62] SPekman，Robert E.,1988,“Strategic supplier selection: understanding long-term relationships，Business Horizons, Vol.31:75-81.
[63] Schmitt, B. H., 1999,Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company Brands, New York：The Free Press.
[64] Schurr Pual H. and Julie L.OZnane,1985,“Influences on Exchange Procesess:Buyer’s Preconception of a Seller’s Trustworthiness and Bargaining Toughness”，Joumal of Consumer Research, Vol.11(March),pp939-953.
[65] Schoenbachler,D.D., Gorden,G.L. 1980, “Trust and Customer Willing to Provide Information in Database-Driven Relationship Marketing”,Journal of Interactive Marketing, Vol.16(3),pp2-16
[66] Stoltman, Jeffery J., et al, 1991, “Shopping Choices: The Case of Mall Choice. In Advances in Consumer Research, Eds. Rebecca H. Holman and Michael R. Solomon. Provo”, UT: Association for Consumer Research, Vol. 18,pp434–440.
[67] Sirdeshmukh,D.,Singh,J.,Saol,B.,2002,“Consumer Trust,Value and Loyalty in Relational Exchanges”Journal of Marketing, Vol. 66(1),pp15-37.
[68] Spangenberg E R, Crowley A E, Henderson P W. 1996, “Improving the store environment: Do olfactory cues affect evaluations and behaviors? ” Journal of Marketing, Vol.60(4),pp67-80.
[69] Tauber,E.M. 1972, “Why Do People Shop”,Journal of Marketing, Vol.36.
[70] Turley, L.W., and Ronald E. Milliman, 2000,"Atmospheric Effects on Shopping Behavior. A Review of the Experimental Evidence" ,Journal of Business Research, Vol. 49, No. 2, pp193-211.
[71] Teece, D, G. Pisano and A. Shuen, 1990, “Firm Capabilities, Resources and the Concept of Strategy”, CCC Working Paper,pp 90-181.
[72] Urban,G.L.,Sultan,F.,Qualls,2000,“Placing Trust at The Center of Your Internet Strategy”,Sloan Management Review, Vol.25,pp39-48.
[73] Wakefield,K.L.,Baker,J.,1998, “Excitement at the mall:determinants and effects on shopping response”,Journal of Retailing, 74(4),pp515-531.
[74] Wizrt，Jochen，Anna.S.Mattila，and Rachel.L.P.Tan，2000, “The Moderating Role of Target-Arousal on The Impact of Affect in Satisfaction-An Examination in The Context of Service Experience”, Journal of Retailing,vol.76,no.3，pp347-365.
[75] Wong, Amy and Amrik Sohal ,2002,“An Examination of the Relationship between Trust, Commitment and Relationship Quality”, International Journal of Retail & Distribution Management, Vol.30 (1),pp 34-50.
[76] Ward, J.C., Bitner, M.J., Barnes, J,. 1992, “Measuring the prototypicality and meaning of retail environments”, Journal of Retailing, Vol. 68 Issue 2, pp194-220.
[77] .Woodruff .RobertB.1997,“Customer.Value:The Next Source of Competitive Advantage”,Journal of the Academy of Marketing Scienee. Vol.25, pp139-153.
[78] Zucker.L.G., 1986, “Production of Trust:Institutional Sources of Economic Structure 1840-1920”,Research in organizational behavior, Vol.8:pp53-111.
[79] Zeithaml,V.A.1988,“Consumer perceptions of price,quality,and value:A means-end model and synthesis of evidence”,Journal of Marketing, Vol.52(3), pp2-22.
