茶叶企业服务质量对顾客行为忠诚的关系研究——基于安溪铁观音茶叶的调查

Study on relationship between service quality and customers behavior loyalty in tea companies——A survey on Titkuanyin Oolong Tea in Anxi County

安溪铁观音茶叶在全国的茶产业中有举足轻重的地位,但目前也面临众多同质茶类的竞争。以服务质量为视角,以提高消费者的忠诚度为目的,利用市场调研的数据检验了其影响的路径系数。结果发现,服务质量会显著影响消费者的行为忠诚,其直接影响系数为0.78,间接影响系数为0.410。服务质量到行为忠诚的双因子模型中介是存在的,其中企业形象占总间接效果的37.8%,而转换成本占总间接效果的62.2%。因此,提高消费者的忠诚度要在提高服务质量的同时,塑造和提升企业形象,并设置较高的转换成本。

ArLxi Titkuanyin Oolong Tea plays an important role in the tea market while confronting more competitions from other tea categories. In order to improve the customers behavior loyalty based on service quality data from market survey are applied to check path coe^cients of impact. The results suggest that the service quality has a significant impact on customers behavior loyalty and its direct influence coefficient is 0.78 while indirect influence coefficient is 0.410. Two factors mediator model based on service quality to customers behavior loyalty exists while the proportion of corporate image and switching cost in total indirect effect are 37.8% and 62.2%, respectively. Therefore, the companies should enhance the service quality and corporate image and set up higher switching cost at the same time.