顾客体验与零售商品牌竞争力关系研究

在研究文献的基础上,构建顾客体验与零售商品牌竞争力关系研究模型,通过以百货商场和超市为调研对象的实证研究发现:顾客感知体验和情感体验既可以直接影响零售商品牌竞争力和品牌忠诚,也可以通过零售商品牌竞争力间接影响品牌态度忠诚和行为忠诚。

Based on the literature review, the paper builds a theoretical model for the relationship between customer experience and retailer brand competitiveness. The empirical studies in department stores and supermarkets show that customer＇s perception experience and feeling experience have direct impacts on retailer＇ s brand competitiveness and brand loyalty, and also indirect impacts on brand attitude loyalty and behavior loyalty through retailer＇s brand competitiveness.