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MBA毕业论文_销商服务质量对产品品牌信任的影响研究-以高端白酒行业为例PDF

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随着消费升级以及新零售带来的消费变革,消费者面临着多种渠道的购物选 择,渠道的多样性和灵活性有效促进了零售业的经营和发展。但即使在新零售时 代,现行的O2O模式仍然需要依靠相应的经销商资源进行拓展和完善,经销商 作为产品销售活动的核心环节,其市场地位与作用在短时间内难以被取代,经销 商的服务质量将影响客户对于产品的体验,从而最终影响客户对于产品品牌的信 任和忠诚度。本文以主要采用经销商营销方式的高端白酒零售行业为研究对象, 应用品牌管理和市场营销学等相关理论,利用问卷调查和结构方程模型分析方法, 深入探讨经销商服务质量对消费者产品品牌信任的影响和作用机制,并在此基础 上提出相应的对策建议。 本论文研究分为六章。第一章从论文选取背景出发探讨了本文的研究目的和 研究意义,在充分综合国内外现有研究成果的基础上,确定论文的研究内容构成、 研究方法选取和研究工作实施的技术路线。第二章应用市场营销学和行为学相关 理论,探讨服务质量和消费者品牌信任的关系,厘清经销商服务质量对消费者品 牌信任的影响机制,提出本论文的理论模型和研究假设。第三章针对高端白酒品 牌经销商的消费者设计调查问卷,并通过预测试对问卷进行调整。第四章为数据 统计与分析,通过对正式问卷数据的统计分析,对研究假设进行了检验,揭示了 经销商服务质量和消费者品牌信任各个维度指标之间的相关关系。第五章为研究 结果讨论与管理启示,对统计分析结果进行讨论,并在此基础上提出相关管理对 策;第六章为总结与展望。 本文的主要研究结论是:一是通过规范实证研究发现了:经销商服务质量实 体性、人员互动、问题解决和营销政策对顾客感知功能价值具有显著的正向影响; 服务质量可靠性、人员互动、问题解决对顾客感知情感价值具有显著的正向影响; 经销商服务质量各维度对品牌意向性均具有显著的正向影响,实体性和人员互动 对品牌可靠性无显著影响;顾客感知功能价值和情感价值均对品牌信任具有显著 的正向影响,与此同时,顾客感知价值联结经销商服务质量和品牌信任,起到显 著的中介作用;顾客涉入度调节了人员互动和营销政策对顾客感知功能价值的影 响、问题解决对顾客感知情感价值的影响、人员互动对顾客品牌可靠性的影响以 2 及服务质量实体性、人员互动和问题解决对品牌意向性方面的影响。二是依据理 论研究结论,根据高端白酒行业特征,为经销商提出了提高服务质量、顾客价值 感知度和产品涉入度的三个方面具体对策。 关键词:经销商服务质量;顾客感知价值;品牌信任;高端白酒行业 3 Abstract Withtheconsumptionupgradingandtheconsumptionchangebroughtbythe newretail,consumersarefacedwithavarietyofshoppingchoices.Thediversityand flexibilityofchannelseffectivelypromotetheoperationanddevelopmentoftheretail industry.Buteveninthenewretailera,thecurrento2omodelstillneedstorelyonthe correspondingdealerresourcestoexpandandimprove.Asthecorelinkofproduct salesactivities,thedealer'smarketpositionandrolecannotbereplacedinashorttime. Theservicequalityofthedealerwillaffectthecustomer'sexperienceoftheproduct, andultimatelyaffectthecustomer'strustandloyaltytotheproductbrand.Thisthesis takesthehigh-endliquorretailindustrywhichmainlyadoptsthedealermarketingas theresearchobject,appliesthetheoriesofbrandmanagementandmarketing,anduses themethodsofquestionnairesurveyandstructuralequationmodelanalysistodeeply exploretheinfluenceandmechanismofdealerservicequalityonconsumerproduct brandtrust,andanalyzesthekeyfactorsaffectingdealerservicequalityOnthebasis ofthis,thecorrespondingcountermeasuresandsuggestionsareputforward. Thisthesisisdividedintosixchapters.Thefirstchapterdiscussestheresearch purposeandsignificanceofthispaperfromthebackgroundofthetopicselection.On thebasisoffullyintegratingtheexistingresearchresultsathomeandabroad,it determinesthecompositionoftheresearchcontent,theselectionofresearchmethods andthetechnicalroutefortheimplementationoftheresearchwork.Thesecond chapterusesthetheoriesofmarketingandorganizationalbehaviortoexplorethe relationshipbetweenservicequalityandconsumerbrandtrust,clarifytheinfluence mechanismofdealerservicequalityonconsumerbrandtrust,buildingupthe theoreticalframeworkandputtingfowardresearchhypothesisofthisthesisinthe meanwhile.Thethirdchapterdesignsthequestionnaireforthehigh-endliquorbrand dealers,andadjuststhequestionnairethroughpre-test.Thefourthchapteristhe formalquestionnairesurveyandhypothesistest,whichanalyzesthedataoftheformal questionnaireandteststheresearchhypothesistorevealthecorrelationbetweenthe 4 dealerservicequalityandtheconsumerbrandtrust.Thefifthchapteristhediscussion oftheresearchresultsandmanagementenlightenment,thestatisticalanalysisresults arediscussed,andonthisbasis,therelevantmanagementcountermeasuresareput forward;thesixthchapteristhesummaryandprospect. Themainconclusionsofthisthesisareasfollows:first,throughtheempirical analysisofthequestionnairedataofhigh-endliquorcustomers,thefollowingbasic lawsarefound:theservicequalityentityofdealers,personnelinteraction, problem-solvingandmarketingpolicieshavesignificantpositiveimpactoncustomer perceivedfunctionalvalue;servicequalityreliability,personnelinteractionand problem-solvinghavesignificantpositiveimpactoncustomerperceivedemotional valueThepositiveinfluenceofcustomerperceivedfunctionvalueandemotional valueonbrandtrust,andcustomerperceivedvalueplaysanintermediaryrole betweendealerservicequalityandbrandtrust;customerinvolvementItregulatesthe influenceofpersonnelinteractionandmarketingpolicyoncustomerperceived functionalvalue,theinfluenceofproblemsolvingoncustomerperceivedemotional value,theinfluenceofpersonnelinteractiononcustomerbrandreliability,andthe influenceofservicequalitysubstantiality,personnelinteractionandproblemsolving onbrandintentionality.Second,accordingtotheconclusionoftheoreticalresearch andthecharacteristicsofhigh-endliquorindustry,thisthesisputsforwardthree specificmeasuresfordealerstoimproveservicequality,customervalueperception andproductinvolvement. Keywords:QualityofService;CustomerPerceivedValue;BrandTrust; High-endLiquorIndustry 5 目录 摘要......................................................................................................................Ⅰ ABSTRACT........................................................................................................Ⅲ 第1章绪论...........................................................................................................1 1.1研究目的与意义........................................................................................2 1.1.1研究目的.........................................................................................2 1.1.2研究意义.........................................................................................2 1.2国内外相关研究现状................................................................................3 1.2.1服务质量的国内外相关研究.........................................................3 1.2.2品牌信任的国内外相关研究.........................................................5 1.2.3服务质量与品牌信任的关系研究.................................................9 1.2.4白酒行业服务质量与品牌信任的研究.........................................9 1.2.5研究综述.......................................................................................10 1.3研究内容与研究方法..............................................................................10 1.3.1研究内容.......................................................................................10 1.3.2研究方法与技术路线...................................................................11 第2章理论模型与研究假设.............................................................................13 2.1理论基础...................................................................................................13 2.1.1服务质量基本理论.......................................................................13 2.1.2消费者行为理论...........................................................................14 2.1.3理性行为理论...............................................................................14 6 2.2研究假设..................................................................................................15 2.2.1服务质量与感知价值的关系.......................................................15 2.2.2服务质量与品牌信任的关系.......................................................16 2.2.3顾客感知价值与品牌信任的关系...............................................17 2.2.4顾客涉