摘要
品牌忠诚是品牌资产的重要组成部分,是战略性品牌资产。虽有研究顾客体验与服务品牌忠诚之间关系的理论演绎文献,但缺乏实证文献。本文以移动通信服务行业为研究对象,从价值——满意视角探索了顾客体验对服务品牌忠诚的影响机理。在问卷调查的基础上,运用结构方程模型方法进行实证研究,结果表明:顾客体验对服务品牌忠诚的直接影响不显著;而顾客体验通过体验价值和顾客满意对服务品牌忠诚的间接影响显著。
Brand loyalty is an important component of brand equity and also strategic brand equity. This paper explores the effect mechanism of customer experience on service brand loyalty from the value-satisfaction perspective in mobile communications service industry. Based on the questionnaire survey, the paper used SEM （structural equation model） approach to empirical research. The results show that customer experience has little direct significant impact on service brand loyalty; however, the indirect effects of customer experience on service brand loyalty through experiential value and customer satisfaction are significant.
出处
《湖南商学院学报》
2011年第5期24-28,共5页
Journal of Hunan Business College
基金
湖南省哲学社会科学基金项目(项目编号:2010YBB196)
关键词
顾客体验
体验价值
顾客满意
服务品牌忠诚
customer experience
experiential value
customer satisfaction
service brand loyalty
