品牌形象、顾客满意和顾客忠诚关系研究——以济南银座连锁超市为例  

A Study of the Relationship among Brand Image,Customer Satisfaction and Customer Loyalty——An Empirical Case of Silver Supermarket in Ji'nan

作　　者：周伟忠[1,2] 沈杰[1] 

机构地区：[1]南京林业大学经济管理学院,江苏南京210037 [2]山东建筑大学管理工程学院,山东济南250014

出　　处：《兰州商学院学报》2010年第3期58-62,共5页Journal of Lanzhou Commercial College

基　　金：山东省自然科学基金项目(Y2006F28)

摘　　要：随着买方市场的形成和人民生活水平的不断提高,顾客与企业之关系已经发生了重大的改变。企业要想获得生存与发展,就必须努力维持与顾客的关系,创造良好的品牌形象,重视顾客满意度,进而建立顾客忠诚度。本文首先对品牌形象、顾客满意与顾客忠诚的相关文献进行了回顾,探讨了相关研究变量的关联性,进而建立研究架构模型,通过实证分析得出的研究结果显示,品牌形象对顾客满意和顾客忠诚具有显著正向影响;顾客满意正向影响顾客忠诚。With the developing of buyer-oriented marketing and improving of people＇s living standards,the relationship between customers and enterprises has greatly changed in recent years.Enterprises must devote to maintain the customer relationship,create nice brand image,pay more attention to customer satisfaction and then build customer loyalty if they want to survive and develop.According to the literature review about the brand image,customer satisfaction and customer loyalty,the framework of this study is developed from the relevant variables.The main findings of this research by empirical analysis show that brand image has direct significant influence on customer satisfaction and customer loyalty.Customer satisfaction has direct significant impact on the customer loyalty.

关 键 词：品牌形象 顾客满意 顾客忠诚 

分 类 号：F713.5[经济管理—市场营销]