摘要
本文运用经问卷调查所获得的实际顾客调研数据,以品牌关系质量作为衡量品牌关系性质的指标变量,重点研究服务消费背景下,品牌关系质量对顾客价值、顾客满意与购后行为的影响。研究结果表明:品牌关系质量不仅会影响顾客的情节价值感知、关系价值感知与顾客的总价值感知,而且还对顾客满意与购后行为倾向有显著的正向影响。与服务质量相比,品牌关系质量是一个更为重要的、有独立解释能力的服务品牌消费决策行为变量。
This paper uses consumer questionnaire to collect data and then researches into the impact of brand relationship quality（BRQ） on customer value,customer satisfaction and post-purchase behavior in the service consuming context,by using BRQ as an indicator variable to measure the nature of brand relationship.The results manifest that BRQ not only influences customer perceived episode value,customer perceived relationship value and total customer value,but also has a significantly positive effect on customer satisfaction and post-purchase behavior.Compared with service quality,BRQ is a very important service consuming decision-making behavior variable that has its independent explaining capability.
出处
《管理评论》
CSSCI
北大核心
2010年第9期59-74,共16页
Management Review
关键词
服务消费决策行为
品牌关系质量
顾客价值
顾客满意
购后行为
service consuming decision-making behavior
brand relationship quality
customer value
customer satisfaction
post-purchase behavior
