历史街区型购物场所顾客满意度研究--广州状元坊案例  

A Study on Customers' Satisfaction Degree of Shopping Centers in Historic Business Street——A Case of Zhuangyuanfang,Guangzhou

作　　者：朱竑[1,2] 郭婷[1] 南英[1] 

机构地区：[1]中山大学地理科学与规划学院,广州510275 [2]华南师范大学地理科学学院,广州510631

出　　处：《旅游学刊》2009年第5期48-53,共6页Tourism Tribune

基　　金：国家自然科学基金项目(40771067);广东省普通高校人文社会科学研究重点项目(05ZD790008);教育部新世纪优秀人才支持计划项目(NCET-07-0889)

摘　　要：尽管顾客满意度研究在相关领域已是一个研究颇久的话题,但在历史街区相关研究中鲜有涉及。本研究结合历史街区型商业街(广州状元坊)的特点,对ACSI(美国顾客满意度指数)模型加以引申和改进,构建新的适合商业街的顾客满意度评价体系,并通过问卷数据收集,采用李克特量表法,定量化地对状元坊的顾客满意度进行了实证研究。研究结论显示,顾客对状元坊的总体满意度一般;环境质量感知普遍较差,商品价格和商品种类满意度较高;学生是状元坊的主要消费群体;而区位优势、特有消费群体与准确的市场定位对状元坊顾客重游率具有决定作用。研究对拓展国内目前还比较薄弱的历史街区型商业街满意度研究有积极意义,研究结论可为商业街可持续发展提供指导作用。The study, combining the characteristics of historic business street（ Zhuangyuanfang, Guangzhou）, tries to extend and improve ACSI Model （American Customer Satisfaction Index） and constructs a new assessment system that adapts to business street. Through the data collected from questionnaire, we adopt the method of Likert scale and conduct a quantitative demonstrative study on customers＇ satisfaction degree in Zhuangyuanfang. The study conclusion indicates that overall customers ＇ satisfaction of Zhuangyuanfang is just average, perceived environmental quality is poor while customers are satisfied with commodity prices and varieties of goods. Students are the main groups for consumption. The area advantages, specific consuming groups and accurate market positioning play a decisive role in the revisit rate of customers. The study is of special significance for the research of customers＇ satisfaction degree in the shopping area of historic business street which remains relatively weak. The study conclusion can provide guidance for the sustainable development of business street.

关 键 词：顾客满意度指数模型 顾客满意度 感知质量 历史街区型商业街 状元坊 

分 类 号：F721[经济管理—产业经济]