店铺形象对顾客品牌忠诚的影响分析——基于药品零售业的实证

An Analysis of the Influence of Store Image on Consumer's Brand Loyalty:An Empirical Study Based on Medicine Retail Industry

如何建立和优化消费者信任的店铺形象并赢得顾客的忠诚是零售企业获得竞争优势的关键。以药品零售消费者为调查对象,基于综合视角构建模型并实证检验店铺形象各维度对顾客品牌忠诚的影响。经研究发现:除便利形象对顾客满意没有显著的直接影响外,店铺形象其他维度对感知价值和顾客满意均具有显著的直接影响;感知价值、顾客满意对品牌可靠性和意图具有显著的直接影响;品牌可靠性和意图对品牌忠诚具有显著的直接影响,而且品牌可靠性对品牌忠诚的影响作用更大。以上研究发现对药品零售企业优化市场竞争战略具有重要的理论指导意义。

How to establish and optimize store image trusted by consumers and win their loyalty are crucial elements for the retail industry to obtain competitive advantages.With the consumers of medicine retail industry as the objects of investigation,this paper constructs a synthetic perspective model to test empirically the influence of different dimensions of store image on consumer＇s brand loyalty.The result of the study indicates that except for the convenient image,which has no significant direct impact on customer satisfaction,other dimensions of store image have remarkable direct influences on the perceived value and consumer satisfaction;perceived value and consumer satisfaction have remarkable direct influence on brand reliability and intention;brand reliability and intention have remarkable direct influence on brand loyalty,especially the former.The above conclusion embodies significant theoretical guidance for medicine retail industry to optimize its market competitive strategy.