老字号品牌顾客忠诚影响因素模型构建

Constructing the model of factors affecting the old brand loyalty

基于先行文献,构建了一个老字号品牌顾客忠诚影响因素的理论模型,将产品质量、服务质量、文化和顾客满意作为影响老字号品牌顾客忠诚的变量,同时对该模型及各变量间的关系进行了实证研究.结果表明,服务质量、文化和顾客满意都对老字号品牌的顾客忠诚有直接显著影响;产品质量对老字号的顾客忠诚无直接显著影响,但对顾客满意有直接显著影响.

Based on the previous literature , a theoretical model of factors affecting the old brand loyalty is constructed in this paper .The product quality , service quality , culture customer satisfaction are as variables of influencing the customer loyalty , and the relationship between the model and the variables is empirical studied in this paper .The results are shown that , the service quality , culture and customer satisfaction have a significant direct effect on customer loyalty;product quality has no significant direct effects on customer loyalty , but has a direct significant impact on customer satisfaction .