摘要
良好的顾客忠诚度是企业赢得市场份额的关键所在.不同的研究对企业形象的构成因素进行了不同的分类,通过整理分析得出咖啡行业的企业形象主要包括标识和品牌、商店氛围、商品、促销、服务和管理风格.通过调查问卷数据分析得出,商店氛围、商品、服务对星巴克顾客忠诚度有较大影响,标识和品牌、促销、管理风格对星巴克顾客忠诚度的影响较小.
A good customer loyalty is crucial for enterprises to win the market shares.Different researches classify the component factors of the enterprise image in quite a different way.A sorting out of the many component factors unfolds us that the principal factors include： the trade mark brand,in-store atmosphere,commodity,sales promotion,service and management style.Through statistical analysis and questionnaire survey,it is concluded that the in-store atmosphere;commodity and service exert greater influence upon Starbucks＇ customer loyalty while trade mark brand,sales promotion and management style have a much weaker impact on Starbucks＇ customer loyalty.
出处
《内江师范学院学报》
2012年第2期57-60,共4页
Journal of Neijiang Normal University
关键词
企业形象
顾客忠诚度
星巴克
Enterprise image
customer loyalty
Starbucks
