百货店服务要素对店铺印象影响:基于晕轮理论的解释被引量：5

Study on the Influence of Service on the Retailing Store Image: Based on the Theory of Halo Effect

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摘要零售店采用相应的服务手段可以强化消费者的店铺印象。本研究以晕轮效应理论为基础,以百货店为研究对象,采用方差分析方法,探讨商家对消费者提供的服务是否可以产生对店铺印象的扩大影响。结果表明,百货店业态的服务要素对消费者的店铺印象产生较为显著的影响,不同的服务项目提供与否会对百货店店铺印象产生不同影响,进而影响消费者对店铺印象的形成。 Retailers always use certain service methods to enhance the influence of the store image. Taking the theory of Halo Effect as the basis, taking departments as study samples and taking AVOVA as analysis method, this paper discusses whether service can enhance the store image. It shows that service elements influence the department store image significantly and then helps the customers to come to the formation of the store image.

作者侯旻吴小丁

机构地区大连工业大学管理与社会科学学院吉林大学商学院

出处《商业经济与管理》 CSSCI 北大核心 2008年第8期10-16,共7页 Journal of Business Economics

基金浙江工商大学现代商贸研究中心课题资助

关键词晕轮效应零售服务店铺印象 halo effect retailing service store image

分类号 F713 [经济管理—产业经济]

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