摘 要
随着市场竞争的日益激烈，企业越来越重视顾客满意度与品牌忠诚度之间的关系研究旨在探讨二者间的作用机制及其影响因素。本研究基于消费者行为理论和关系营销理论，以某行业为研究对象，采用问卷调查法获取一手数据，共收集有效问卷500份，并运用结构方程模型进行数据分析。研究发现，顾客满意度对品牌忠诚度具有显著正向影响，且这种影响受到品牌形象、顾客信任等中介变量的调节作用。其中，品牌形象在二者之间起部分中介作用，而顾客信任则完全中介了顾客满意度对品牌忠诚度的影响。此外，还发现服务质量是影响顾客满意度的关键因素之一，它不仅直接提升顾客满意度，还通过增强品牌形象和顾客信任间接促进品牌忠诚度的形成。本研究创新性地引入中介变量深入剖析了顾客满意度与品牌忠诚度之间的内在联系，为企业制定有效的营销策略提供了理论依据，有助于企业在提高顾客满意度的基础上培养高度的品牌忠诚度，从而在激烈的市场竞争中占据优势。
关键词：顾客满意度 品牌忠诚度 顾客信任
Abstract
As market competition intensifies, enterprises are increasingly focusing on the relationship between customer satisfaction and brand loyalty. This study aims to explore the underlying mechanisms and influencing factors of this relationship. Grounded in consumer behavior theory and relationship marketing theory, this research focuses on a specific industry, employing a questionnaire survey method to collect primary data, with a total of 500 valid questionnaires collected. Structural equation modeling was utilized for data analysis. The findings reveal that customer satisfaction has a significant positive impact on brand loyalty, and this influence is moderated by mediating variables such as brand image and customer trust. Specifically, brand image partially mediates the relationship between customer satisfaction and brand loyalty, while customer trust fully mediates this relationship. Additionally, service quality is identified as a key factor influencing customer satisfaction; it not only directly enhances customer satisfaction but also indirectly promotes brand loyalty formation by strengthening brand image and customer trust. This study innovatively introduces mediating variables to delve into the intrinsic connection between customer satisfaction and brand loyalty, providing theoretical support for enterprises to develop effective marketing strategies. By enhancing customer satisfaction, enterprises can cultivate high brand loyalty, thereby gaining a competitive edge in the intense market environment.
Keyword:Customer Satisfaction Brand Loyalty Customer Trust
目 录
1绪论 1
1.1研究背景与意义 1
1.2国内外研究现状 1
1.3研究方法概述 2
2顾客满意度的构成要素分析 2
2.1服务质量对满意度的影响 2
2.2产品性能与顾客期望 3
2.3满意度测评指标体系 3
3品牌忠诚度的形成机制探讨 4
3.1忠诚度的心理驱动因素 4
3.2忠诚度的行为表现形式 4
3.3忠诚度的维持策略分析 5
4满意度与忠诚度的关系模型构建 6
4.1关系模型理论基础 6
4.2模型变量的选择与测量 6
4.3实证分析与结果讨论 7
结论 7
参考文献 9
致谢 10
随着市场竞争的日益激烈，企业越来越重视顾客满意度与品牌忠诚度之间的关系研究旨在探讨二者间的作用机制及其影响因素。本研究基于消费者行为理论和关系营销理论，以某行业为研究对象，采用问卷调查法获取一手数据，共收集有效问卷500份，并运用结构方程模型进行数据分析。研究发现，顾客满意度对品牌忠诚度具有显著正向影响，且这种影响受到品牌形象、顾客信任等中介变量的调节作用。其中，品牌形象在二者之间起部分中介作用，而顾客信任则完全中介了顾客满意度对品牌忠诚度的影响。此外，还发现服务质量是影响顾客满意度的关键因素之一，它不仅直接提升顾客满意度，还通过增强品牌形象和顾客信任间接促进品牌忠诚度的形成。本研究创新性地引入中介变量深入剖析了顾客满意度与品牌忠诚度之间的内在联系，为企业制定有效的营销策略提供了理论依据，有助于企业在提高顾客满意度的基础上培养高度的品牌忠诚度，从而在激烈的市场竞争中占据优势。
关键词：顾客满意度 品牌忠诚度 顾客信任
Abstract
As market competition intensifies, enterprises are increasingly focusing on the relationship between customer satisfaction and brand loyalty. This study aims to explore the underlying mechanisms and influencing factors of this relationship. Grounded in consumer behavior theory and relationship marketing theory, this research focuses on a specific industry, employing a questionnaire survey method to collect primary data, with a total of 500 valid questionnaires collected. Structural equation modeling was utilized for data analysis. The findings reveal that customer satisfaction has a significant positive impact on brand loyalty, and this influence is moderated by mediating variables such as brand image and customer trust. Specifically, brand image partially mediates the relationship between customer satisfaction and brand loyalty, while customer trust fully mediates this relationship. Additionally, service quality is identified as a key factor influencing customer satisfaction; it not only directly enhances customer satisfaction but also indirectly promotes brand loyalty formation by strengthening brand image and customer trust. This study innovatively introduces mediating variables to delve into the intrinsic connection between customer satisfaction and brand loyalty, providing theoretical support for enterprises to develop effective marketing strategies. By enhancing customer satisfaction, enterprises can cultivate high brand loyalty, thereby gaining a competitive edge in the intense market environment.
Keyword:Customer Satisfaction Brand Loyalty Customer Trust
目 录
1绪论 1
1.1研究背景与意义 1
1.2国内外研究现状 1
1.3研究方法概述 2
2顾客满意度的构成要素分析 2
2.1服务质量对满意度的影响 2
2.2产品性能与顾客期望 3
2.3满意度测评指标体系 3
3品牌忠诚度的形成机制探讨 4
3.1忠诚度的心理驱动因素 4
3.2忠诚度的行为表现形式 4
3.3忠诚度的维持策略分析 5
4满意度与忠诚度的关系模型构建 6
4.1关系模型理论基础 6
4.2模型变量的选择与测量 6
4.3实证分析与结果讨论 7
结论 7
参考文献 9
致谢 10
