母婴零售业中顾客参与对顾客满意的影响及实证研究

摘要随着服务经济的到来，越来越多企业重视到顾客的价值，从顾客参与、顾客满意等角度，制定适合企业发展的服务营销策略，以提高自身的竞争优势。目前，对于顾客参与和顾客满意的关系，国内外的相关研究成果显示，在某种程度上，顾客的参与行为对提高顾客满意度有积极的作用。本文以母婴零售服务企业孩子王为例，研究顾客参与对顾客满意的影响以及两者间的影响机制，并通过实证研究检验母婴零售服务终端环境中顾客参与对顾客满意的影响作用，以及感知服务价值的中介效应。基于此，对母婴零售等服务企业提供服务营销策略参考建议。42665

毕业论文关键词：顾客参与；顾客满意；感知服务价值；营销策略；孩子王

The influence of customer engagement on customer satisfaction in the retail industry of maternal and child products: An empirical research

Abstract

As the times of service economy comes, more and more corporations have realized the value of customers. These corporations start making up service marketing strategy that is suitable for corporations to develop to increase their own competition strength from the angle of customer engagement, customer satisfaction, etc. At present, in the relation between customer engagement and customer satisfaction, relative research at home and abroad showed that, in some ways, the behavior of customer engagement has the positive influence on increasing customer satisfaction. Focusing on the domestic, this paper takes kidswant in the retail industry of maternal and child products for example to analyze customer engagement, customer satisfaction as well as the affecting mechanism between them and through empirical research test the affecting mechanism between customer engagement and customer satisfaction at the service terminal of retail industry of maternal and child products and the intermediation of customer-perceived service value. Based on this, this paper can provide reference that is needed when corporations in the retail industry of maternal and child products make marketing strategies

Keywords: customer participation; customer satisfaction; customer-perceived service value; marketing strategy; kidswant

摘要 I

Abstract II

目录 III

一、绪论 1

（一）选题背景 1

（二）研究内容与研究目的 1

（三）研究方法 2

（四）研究创新之处 2

二、研究构思与研究假设 3

（一）研究构思和模型构建 3

（二）研究假设 3

三、研究设计与数据收集 5

（一）研究变量的定义与测量 5

（二）问卷设计与数据收集 7

四、实证研究与结果分析 8

（一）样本分析 8

（二）信度与效度分析 10

（三）相关分析 12

（四）回归分析 14

（五）感知服务价值的中介效应检验 15

五、研究结论与营销建议母婴零售业中顾客参与对顾客满意的影响及实证研究:http://www.751com.cn/guanli/lunwen_43171.html