农资零售店顾客忠诚度影响因素研究——基于赊销策略与人际关系的调节效应

Factors Affecting Consumers' Loyalty to Retail Stores of Agricultural Materials: Based on Regulation Effect of Credit Sales Strategy and Interpersonal Relationship

从农资零售店顾客忠诚度评估的角度出发,将产品质量感知、服务质量感知、沟通质量感知和便利性感知作为自变量,农资零售店的赊销策略以及农户与农资零售商之间的人际关系作为调节变量,构建农资零售店顾客忠诚度研究模型,并基于对湖南省213位农户的调查资料进行实证检验。结果显示:产品质量感知(产品的知名度、美誉度、产品的质量、产品的价格等)、服务质量感知、沟通质量感知正向影响农资零售店顾客忠诚度,便利性感知对农资零售店顾客忠诚度的影响不显著,农资零售店的赊销策略和农资零售商与农户之间的人际关系对产品质量感知、服务质量感知、沟通质量感知与农资零售店顾客忠诚度的关系起正向调节作用。最后,结合研究结论,就当前我国农村地区农资零售店如何进行忠诚度建设提出相关建议。

This article,taking the perception of product quality,service quality,communication quality and convenience as the independent variables,and credit sales strategy of agricultural capital retail stores and the relationships between farmers and agricultural capital retailers as moderator variables from the perspective of the evaluation of the agricultural capital retail customer loyalty,constructs an agricultural capital retail customer loyalty research model.Empirical tests were conducted based on the investigation data of 213 farmers in Xingxiang,Hunan Province.The results show that product quality perception（ popularity and reputation of the product,quality of the product,price of the product,etc.）,service quality perception,and communication quality perception positively affect the agricultural capital retail customers＇ loyalty while convenience perception has no significant impact.Credit sales strategy of agricultural capital retail stores and relationships between farmers and agricultural capital retailers have a positive regulation relationship with the product quality perception,service quality perception,communication quality perception and agricultural capital retail customer loyalty. Finally,some suggestions were proposed for agricultural capital retail stores in rural areas of China on how to construct customer loyalty.