基于感知因素的老字号顾客满意度与忠诚度关系研究——以开封市老字号为例

Exploring the Relation between Customer's Satisfactions and Loyalty to Time-honored Brands Based on Perceptive Factors——A Case Study of Time-honored Brands in Kaifeng

文章选取开封市老字号为研究对象,研究了顾客对老字号的感知、满意度及忠诚度的关系。通过因子分析法萃取顾客对老字号的评价因子为4项(服务感知、品牌形象感知、环境设施感知、消费便利程度感知);多重回归分析验证了服务因子、品牌形象因子2项指标对老字号顾客满意度有显著的正向影响,属于效用最大的2个感知项目;顾客满意度对顾客推荐意识、持续购买程度均有显著的正相关关系。

The paper, choosing time-honored brands in Kaifeng as its subject, analyzes the correlations between customer perception, satisfactions and loyalty. Four evaluation factors （service, brand image, environmental and facilities, and convenience） are extracted through factor analysis. Multi-regression analyses show that service and brand image exert a profound positive influence on customer satisfaction. The findings also suggest that there is also a positive relationship between their satisfactions and recommendation awareness and continuous purchasing.