消费者品牌忠诚的影响因素及其作用研究

上海交通大学硕士学位论文消费者品牌忠诚的影响因素及其作用研究姓名：华立群申请学位级别：硕士专业：企业管理指导教师：顾锋20070101297SPSSSASABSTRACTIthasbecomeanincreasinglyimportanttasktocultivateconsumerbrandloyalty.Enterprisescan’tcreateconsumerbrandloyaltydirectly,sotheyneedtoanalyzetheaffectingfactorsinordertocreateandcultivatebrandloyalty.Enterprisesneedtounderstandthefactorswhichhaveamajoreffectonbrandloyalty,howtheyaffectbrandloyalty,andwhatfactorsjointlyhaveaparticularlysignificantimpactonbrandloyalty.Shouldtheenterprisesknowtheinformation;theycouldallocatetheirlimitedmarketingresourcesonthesefactorstoimproveconsumerbrandloyaltyeffectively.Basedonthisrealbackgroundandneed,thethesisputforwardthemainresearchcontent.Thethesisstudiesalargenumberofdomesticandoverseasresearchpapers;useselementanalysis’methodandresearchprocedure;select13elementsthathaveimportantinfluenceonthebrandloyaltyfromsuchthreeperspectivesasenterprises,consumersandsocialenvironment.Thethesisalsoproposestheresearchhypothesisabout13elementsaccordingtodomesticandoverseasresearchresults;andforecasts8interactingeffectsamongthoseelementsaccordingtotheprobableinteractingeffectsthatexistamongelements.Throughintegrating13researchhypothesisandinteractingeffect,thethesisestablishesacomprehensivemodelconsistingof13elementsthathaveinfluenceonthebrandloyalty;testandrevisethemodelinanempiricalway.Thethesistakesmobilephoneindustryastheresearchobjecttomakeempiricalresearch,doingdataanalysisof297samplesfromdifferentareas.Thethesisgetssomeconclusionsbytesting13researchhypothesisandtheforecastof8interactingeffect.Theresearchfindsthatswitchingcost,customervalue,customersatisfaction,brandimage,trustinrelationshipandtheattitudeofriskavoidancehavegreaterinfluenceonthebrandloyalty.Product’squalityandservicequalitydon’thavedirectinfluenceonthebrandloyalty,buthavesignificantinteractinginfluenceonthebrandloyaltyjointlywithbrandimage,trustinrelationship,customervalue,customersatisfactionandswitchingcost.Besides,theresearchmakesanalysisintheresultsnotconsistwithhypothesis.Particularly,theresearchhasadeeperunderstandingabouttheinfluenceofpromotiononthebrandloyaltybyanalyzingthereasonwhytheresultisdifferentfromoverseasresearch;andfinallygetsaconclusionthatalwaysdoingpresent-givingpromotionanddoingpricepromotionnottoooftencanenhanceconsumers’brandloyalty.Chapteroneisthebackgroundandthemainpurposeofthisresearch.Thischapteralsodescribesthestructureofthethesis.Chaptertwoisliteraturereviewandfocusontheconceptofbrandloyaltytothecustomer,meaningfactors,loyaltydrivenmodelsandpointsouttheresearchtheme.Chapterthreepresentsthirteenhypothesesoffactorsandeightinteractionsbetweenfactorsassociatedwithbrandloyalty.Intheendofthischaptertheauthorfindsacomprehensiveimpactmodelofbrandloyalty.Chapterfourclarifiestheframework,studydesignandanalysisstepsbasedonchapterthree.Chapterfivechoosesthecellphoneindustryastheempiricalresearchobjectandgivestheresultsofhypothesistest.Chaptersixsummarizestheconclusionsofthisstudy,pointsoutthesignificanceofthispaperinboththeoryandpractice.Thepaperalsopointsoutanumberofinnovations,thelackofthisstudyandgivessomedirectionsforfutureresearch.Thehighlightofthisthesisisbuildingacomprehensiveimpactmodelofbrandloyaltyandmodifiesthemodelbyempiricalstudy.Thisstudyhasgreatsignificanceforpractice.Itprovidesadirectresultofbrandloyaltyfactoranalysisforcellphoneenterprises.Forotherenterprises,theycandirectlyusethemeasureofthesestudiestoguidetheirwork.KEYWORDS:brandloyalty,influencingfactors,interaction,promotioncellphoneindustry,empiricalstudy2007124□□“√”2007124200712411156LarryLight1997802052585200419992131231Figure1TheStructureoftheDissertation138138460209021211Copeland19231978200JacobyChestnut197851206070CunninghamRaj1956Tucker1964Tucker1993Raj.S.P1985Kahn1986Assael1990Keller1993Lamb1993Kinnear1995Waren1995DirichletEhrenberg1990Uncles199526Day1969Jacoby1978JacobyDickBasu1994(RelativeAttitude)Zeithaml1996Allan1996Baldinger1996Oliver19993Spiros2004reasonedactionloyaltyTheoryofreasonedactionHa19987Spiros2004covetousloyaltyinertialoyaltypremiumloyaltyGremlerBrown199620012121(2003)8(2000)2(2003)(2004)3(2003)1996199919992002200420042004922OBrienJones1995ReicheldTeal1996Oliver1997Ganesh2000BaldingerRubinson199620049200456LarryLight1997Aaker19961991231024241ECSIESCICSIECSI1999112ECSIFigure2TheBasicModelofESCI242Blackwell1999::123Figure3TheValue-LoyaltyModelECSI243Moorman1993Morgan1994TheEmpiricalCustomer-LoyaltyModel134Figure4TheCustomerLoyaltyExperienceModelFLEFrontlineEmployeeMPP,ManagementPoliciesandPracticesFLEMPPFLEMPP244Michael(1999)MPPFLEMPPFLE145Figure5TwoDriversModelofCustomerSatisfactionandCustomerValueECSI15200566Figure6TheCustomerLoyaltySituationAccommodatingModel20052005200525AssaelStochasticModelofConsumerBehavior16Chaudhuri19997FishbeinMartinFishbeinManfredo20031Table1Action&WillContentandMeasureTable/JozeeLapierreetal.19991010JosephCroninJR.etal.20009171()DwayneA.BakerandJohnL.Crompton20009HaemoonOh20007HaemoonOh199920036p461loyals(habituals)(varietyseekers)(switchers)Knox2001Knox200320032005182619203112meta-analysis