零售业顾客体验对顾客忠诚的影响路径研究

Study of the Path of Influence of Customer Experience in Retail Industry on Customer Loyalty

零售业整体消费具有向更高体验层面发展的趋势。基于体验—情感—满意—忠诚的框架,构建偏最小二乘法的结构方程模型进行实证分析,结果表明:正向情感、负向情感和特色感知均对顾客满意,进而对顾客忠诚产生显著影响;各体验维度中,信任承诺和关联对正向、负向情感均有影响,而特色感觉、选择掌控影响正向情感,空间感觉、知识影响负向情感。可见,消费者对零售企业的满意度不只停留在服务质量评价层面,而有在购物过程中追求体验的趋势。因此,基于体验—情感—满意框架的模型比服务质量—满意模型更具预测优势。

The holistic consumption of retail industry has the trends to be developed to higher experience level. Based on the framework of experience-affect-satisfaction-loyalty,this paper constructs least square structural equation model to make empirical analysis. The results show that positive affect,negative affect and specific perception are satisfied by customers and then have obvious effect on customer loyalty,and that in each dimension,trust commitment and coupling have effect on positive and negative affect while specific perception and selective control effect positive affect but physical surroundings and knowledge influence negative affect. As a result,the satisfactory degree of consumers on retail enterprises is not only staying at the level of evaluating service quality but pursuing experience in the process of buying goods. Thus,the model based on experience-affect-satisfaction framework has more advantage than the model based on service quality-satisfaction.