摘要
我国服务企业的竞争力比较弱,这与其采取的竞争手段单一(价格折扣)有关。服务营销人员往往简单地认为折扣能够拉动服务销售,却忽视了价格折扣对服务质量产生的消极影响。对于折扣与服务质量关系的透彻理解是企业开展折扣促销的前提。鉴于以往研究存在单一视角局限,借鉴线索利用与范围、归因等理论,在考虑服务产品特性情况下,提出了全路径影响模型,并指出了品牌强势程度在其中所发挥的调节与交互效应。
The competitiveness of China＇s service enterprises are weak, due to their relying on price as single competition mean. Marketing people always emphasize price discount as the way to drive sales while ignoring decrease of perceived quality of discounted products and services. Thoroughly understanding the relationship between price discount and service quality is the key premise for service enterprises to employ price discount as promotion tactic. In view of lack of studies on the relation- ship between them and contradictions among conclusions of previous researches, we draw from theories of cue utilization, at- tribution theory and clues range theory, consider the characteristics of service, discover the influencing path, and point out the moderating and interaction effects of strong brands.
出处
《价格月刊》
北大核心
2013年第3期28-31,共4页
基金
教育部人文社会科学研究项目"基于顾客体验视角的在线冲动性购买行为研究"(12YJC630303)
北京市委组织部优秀人才资助项目"在线冲动购买行为的形成机理与激发策略研究"(2011D005003000015)的阶段性研究成果
关键词
服务产品
价格折扣
服务质量
service product
price discount
service quality
