顾客感知视角下的微商品牌忠诚研究

Micro-Business Brand Loyalty from the Perspective of Customer Perception

从顾客感知的视角出发,在"感知—行为"理论逻辑的基础上采用结构方程模型方法探讨了微商服务质量对其品牌忠诚的影响。通过对微商这类新兴群体进行服务质量评价以及比较服务质量各维度对顾客感知价值和品牌忠诚的影响程度,发现微商品牌忠诚形成因素和实现路径。结果表明,微商服务质量各维度中除信息吸引性外,其他各维度对顾客感知价值均有显著的正向影响,其中服务补救性对顾客感知价值的影响最大,商品保证性次之,沟通互动性最小;微商服务质量各维度中只有商品保证性和服务补救性对品牌忠诚有显著的正向影响,并且商品保证性对品牌忠诚的影响要大于服务补救性。最终微商服务质量不仅可以直接正向影响其品牌忠诚,还可以通过顾客感知价值间接正向影响其品牌忠诚。

From the perspective of customer perception,based on the logic of“perception-behavior”theory,the structural equation modeling method is used to study the effect of Micro-Business service quality on brand loyalty.The service quality of emerging groups such as Micro-Business is evaluated and the formative factors and paths of Micro-Business brand loyalty are found by comparing the effects of each dimension of service quality on customer perceived value and brand loyalty.The results show that except attraction of information,the rest dimensions of service quality have some significant positive effects on customer perceived value.The service remedy has the greatest effect on customer perceived value,followed by commodity guarantee,and the communication interaction has the least effect.Only commodity guarantee and service remedy have some significant positive effects on brand loyalty,and the effect of commodity guarantee on brand loyalty is greater than that of service remedy.Ultimately,the service quality of Micro-Business not only has a direct positive effect on brand loyalty,but also positively affects brand loyalty indirectly through customer perceived value.