新零售背景下咖啡品牌顾客感知价值对顾客忠诚度的影响

Study on the Influence of Coffee Brand Customer Perceived Value on Customer Loyalty under New Retail Background

顾客感知价值是形成顾客忠诚的重要因素。互联网时代下的新零售模式重构了“人-货-场”间的联系,正影响着消费者的价值感知和顾客忠诚度。因此,聚焦咖啡行业,建立新零售背景下咖啡品牌顾客感知价值与顾客忠诚度的关系模型,利用SPSS软件进行检验,验证了产品、服务、体验与风险感知四个感知价值维度对顾客忠诚度的影响。最后,根据实证提出基于顾客感知价值视角的提升顾客忠诚度的建议。

Customer perceived value is an important factor in forming customer loyalty. The new retail model in the mobile internet era is affecting the value perception and customer loyalty of consumers. This paper focuses on the coffee industry, establishes the relationship model between customer perceived value and customer loyalty under the new retail background, uses SPSS software to test the effect of product, service, experience and risk perception on customer loyalty. Finally, based on the empirical analysis, the author puts forward some suggestions to improve customer loyalty based on the perspective of customer perceived value.