福建本土百货商场顾客忠诚度影响因素研究

• 作 者: 范爽
• 机 构: 厦门大学嘉庚学院工商管理系,
• 出 处: 科学中国人
• 发表日期: 2016年14期
• 关键词: 顾客忠诚度 影响因素 福建本土百货 外资零售企业 商业销售 新型业态 品牌信任 顾客资源 因子分析 问卷数据

近来,传统百货业的竞争压力开始逐渐凸显,并随着科技发展以及互联网技术在商业销售领域的应用,新型业态的不断涌现与外资零售企业的不断涌入,无疑加剧了中国大陆百货行业的竞争环境,所以培养出一批高度忠诚的顾客群体是了目前商场必不可少的战略选择。本文根据顾客忠诚度的理论概念,结合福建本土百货的情况,探讨顾客忠诚的主要影响因素,设计相关顾客忠诚度模型,提出改善建议。

Recently, the competitive pressure on the traditional department stores has gradually become more prominent. With the development of technology and the application of Internet technology in commercial sales, the continuous emergence of new formats and the continuous influx of foreign retail enterprises have undoubtedly intensified the competition in the mainland China’s department store industry Environment, so cultivate a group of highly loyal customer base is the mall’s essential strategic choice. Based on the theoretical concept of customer loyalty and the situation of local department stores in Fujian Province, this paper discusses the main influencing factors of customer loyalty, designs related customer loyalty model and puts forward suggestions for improvement.