大型商超顾客维系效果研究——基于双渠道服务质量整合模型(DC-SQ-IM)的分析

Research on Customer Retention Effect of Large Supermarket:An Analysis based on Dual Channel Service Quality Integration Model(DC-SQ-IM)

在电商、网商联盟蓬勃发展的今天,传统零售业正在以新的模式再度崛起。为了分析新零售模式下大型商超顾客维系效果,本文提出了由线下服务质量、线上服务质量和渠道协同质量构成的双渠道服务质量整合模型(DC-SQ-IM),通过对国内三家大型商超的问卷调研实证检验DC-SQ-IM,发现DC-SQ-IM对于顾客价值感知有较高的预测力,对于顾客消费体验的首要回想具备一定的预测力;忠诚顾客在商超之间存在显著的好评段差,尤其是在门店客服和网店响应性的两个指标上相对突出。因此,大型商超需提供更好的顾客响应服务才能保持忠诚顾客,而不是切换甚至是流失。

With the booming e-commerce and online merchant alliances,the traditional retail industry is reemerging with a new model.In order to analyze the customer retention effect of domestic large supermarkets in the new retail background,this paper proposes a dual channel service quality integration model(DC-SQ-IM)consisted of offline service quality,online service quality and channel collaborative quality.Through the questionnaire of three large domestic supermarkets,the DC-SQ-IM was tested empirically.It is found that DC-SQ-IM has a high predictive power for customer value perception,and has a certain predictive power for the primary recall of customer consumption experience;loyal customers have praise difference between supermarkets,especially in the two indicators of store customer service and online store responsiveness are relatively prominent.Therefore,supermarkets need to provide better customer response services to ensure the retention of loyal customers rather than switching or even losing.