服装零售渠道顾客满意度差异实证研究

Empirical Study on Differences of Customer Satisfaction in Retail Channels of Clothing

以消费者年龄和收入为向度,对服装零售渠道的满意度差异进行实证研究。对浙江省内的不同类型消费者进行问卷调查,使用SPSS12.0统计软件进行数据分析。结果显示:不同年龄段和不同收入水平的消费者在面对街头专卖店、百货商店、打折店3种服装终端零售渠道时,在服务品质、渠道形象、产品结构、价格满意度这4个方面,表现出不同的满意度差异结构。这一结论,可为服装企业品牌渠道定位或改进提供参考依据。

This paper conducts empirical study on differences of satisfaction in retail channels of cloth- ing with the age and income of consumers as dimension; conducts questionnaire survey on different types of consumers in Zhejiang and uses SPSS12.0 statistical software for data analysis. When facing three terminal retail channels of clothing - street specialty store, department store and discount store, consumers in dif- ferent age groups and at different income levels show different satisfaction according to the analysis on sat- isfaction with service quality, channel image, product structure and price. This conclusion can provide reference basis for channel positionin~ or improvement of clothing enterprise brands_