品牌契合影响顾客关系价值的研究
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摘要
顾客关系价值是关系营销理论的重要研究内容,消费品市场的顾客关系价值影响因素研究多数以交易营销范式从顾客满意、品牌忠诚等层面展开。本文在查阅总结国内外有关品牌资产、品牌关系和关系价值等文献材料的基础上,紧密结合品牌影响制造商——顾客关系的实际,运用关系营销范式进行了品牌契合影响顾客关系价值机理的研究,试图为制造商基于品牌契合制定提升顾客关系的策略、增加顾客关系价值提供借鉴。
消费者视角下品牌契合(顾客与品牌间心理契约的实现)对制造商顾客关系价值的影响机理是本文研究内容,研究依循如下轨迹:相关文献的回顾与总结、对研究变量进行界定与构成分析、提出假设并构建理论模型、实证研究设计与结果分析,对研究结论进行现实扩展。本文研究主题主要有三个:1.不同类型品牌资产及顾客关系价值构成维度;2.品牌契合定义及测量维度;3.品牌契合构成因素的相互影响及对顾客关系价值的作用途径。为此构建了品牌契合各维度下的测量模型及品牌契合作用于顾客关系价值的理论模型,理论模型包括六个研究假设。论文通过问卷取得调研数据,通过因子分析、结构方程建模等数据分析方法对假设进行了验证,得出以下主要研究结论:1.品牌契合包括品牌联想契合、品牌认知契合和品牌忠诚契合三个维度;2.品牌认知契合和品牌忠诚契合对顾客关系价值有着显著正向作用,其中品牌忠诚契合的作用要强于品牌认知契合;3.品牌联想契合对品牌认知契合和品牌忠诚契合有着正向作用,品牌认知契合对品牌忠诚契合有着正向作用。根据本文的研究结论,制造商的品牌对顾客品牌诉求的满足既需“门当户对”更要“秉性相投”,即品牌认知契合和品牌忠诚契合是提升顾客关系价值的根本途径,品牌联想契合通过品牌认知契合和品牌忠诚契合可以间接提升顾客关系价值。
Customer relationship value is the important concept in relationship marketing theory, whose factors was got around customer satisfaction, brand loyalty and so on in consume market by paradigm of transaction marketing. This paper summarized in the domestic and international inspection materials of brand equity, brand Relations and so on, and studied mechanism that customer relationship value was influenced by brand fit with the firm fact that brand impact customer relationship by paradigm of relations marketing. The article aimed at providing strategies of customer relations development and reference for increasing customer relationship value.
Under the consumer perspective, the object of study in this paper was mechanism that customer relationship value was influenced by brand fit (the realization of psychological contract in brand). This paper's track of study is as follows: literature reviewing and summation of research related, defining variables and analyzing composition, putting assumptions and theoretical models construction, empirical research design and results analysis, realistic expansion on conclusion of the study. There are three main themes in this paper: 1 .dimensions of brand equity of in different types and customer relationship value 2.the definition and dimensions measurement of brand fit 3.the mutual influence of dimensions of brands fit and the its paths and role which acted on customer relationship value. The article established measurement model of the brand fit and theoretical model that brand fit acted on customer relationship value, which included six assumptions. By the data obtained through a questionnaire survey which was mostly processed by factor analysis and structural equation modeling, by, and other data analysis, the paper got the following key findings: 1. Brand fit including three dimensions as brand association fit, perceived value and brand loyalty fit; 2.Perceived value fit and brand loyalty fit have a significantly positive role on customer relationship value, which role of brand loyalty fit is stronger than perceived value fit, 3. brand association fit has a positive role on perceived value fit and brand loyalty fit, and perceived value fit has a positive role on brand loyalty has positive effect. According to this study concluded, the manufacturer's brand fit with customer's benefit first need "Bingxingxiangtou", then the second is "Mendanghudui", that is, perceived value and brand loyalty fit is the fundamental way to improve customer relations value, through which brand association fit could indirectly improve customer relations value.
消费者视角下品牌契合(顾客与品牌间心理契约的实现)对制造商顾客关系价值的影响机理是本文研究内容,研究依循如下轨迹:相关文献的回顾与总结、对研究变量进行界定与构成分析、提出假设并构建理论模型、实证研究设计与结果分析,对研究结论进行现实扩展。本文研究主题主要有三个:1.不同类型品牌资产及顾客关系价值构成维度;2.品牌契合定义及测量维度;3.品牌契合构成因素的相互影响及对顾客关系价值的作用途径。为此构建了品牌契合各维度下的测量模型及品牌契合作用于顾客关系价值的理论模型,理论模型包括六个研究假设。论文通过问卷取得调研数据,通过因子分析、结构方程建模等数据分析方法对假设进行了验证,得出以下主要研究结论:1.品牌契合包括品牌联想契合、品牌认知契合和品牌忠诚契合三个维度;2.品牌认知契合和品牌忠诚契合对顾客关系价值有着显著正向作用,其中品牌忠诚契合的作用要强于品牌认知契合;3.品牌联想契合对品牌认知契合和品牌忠诚契合有着正向作用,品牌认知契合对品牌忠诚契合有着正向作用。根据本文的研究结论,制造商的品牌对顾客品牌诉求的满足既需“门当户对”更要“秉性相投”,即品牌认知契合和品牌忠诚契合是提升顾客关系价值的根本途径,品牌联想契合通过品牌认知契合和品牌忠诚契合可以间接提升顾客关系价值。
Customer relationship value is the important concept in relationship marketing theory, whose factors was got around customer satisfaction, brand loyalty and so on in consume market by paradigm of transaction marketing. This paper summarized in the domestic and international inspection materials of brand equity, brand Relations and so on, and studied mechanism that customer relationship value was influenced by brand fit with the firm fact that brand impact customer relationship by paradigm of relations marketing. The article aimed at providing strategies of customer relations development and reference for increasing customer relationship value.
Under the consumer perspective, the object of study in this paper was mechanism that customer relationship value was influenced by brand fit (the realization of psychological contract in brand). This paper's track of study is as follows: literature reviewing and summation of research related, defining variables and analyzing composition, putting assumptions and theoretical models construction, empirical research design and results analysis, realistic expansion on conclusion of the study. There are three main themes in this paper: 1 .dimensions of brand equity of in different types and customer relationship value 2.the definition and dimensions measurement of brand fit 3.the mutual influence of dimensions of brands fit and the its paths and role which acted on customer relationship value. The article established measurement model of the brand fit and theoretical model that brand fit acted on customer relationship value, which included six assumptions. By the data obtained through a questionnaire survey which was mostly processed by factor analysis and structural equation modeling, by, and other data analysis, the paper got the following key findings: 1. Brand fit including three dimensions as brand association fit, perceived value and brand loyalty fit; 2.Perceived value fit and brand loyalty fit have a significantly positive role on customer relationship value, which role of brand loyalty fit is stronger than perceived value fit, 3. brand association fit has a positive role on perceived value fit and brand loyalty fit, and perceived value fit has a positive role on brand loyalty has positive effect. According to this study concluded, the manufacturer's brand fit with customer's benefit first need "Bingxingxiangtou", then the second is "Mendanghudui", that is, perceived value and brand loyalty fit is the fundamental way to improve customer relations value, through which brand association fit could indirectly improve customer relations value.
引文
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