零售显性技能本土化对跨国零售商海外市场顾客满意的影响——基于沃尔玛中美顾客感知差异的分析  

Impact of Adaptation of Explicit Retail Know-how on International Retailer's Customer Satisfaction in Overseas Market

作　　者：汪旭晖[1] 徐健[2] 

机构地区：[1]东北财经大学工商管理学院,辽宁大连116025 [2]东北财经大学管理科学与工程学院,辽宁大连116025

出　　处：《经济管理》2011年第6期99-108,共10页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金项目"零售专业技能跨国转移及对零售企业海外市场绩效的影响研究"(70702001);教育部新世纪优秀人才支持计划项目(NCET-08-0862);辽宁省高等学校优秀人才支持计划项目(2008RC17)

摘　　要：有效的零售专业技能本土化对于跨国零售企业提高海外市场绩效具有重要作用。本文从沃尔玛中美市场顾客感知差异的角度出发,对跨国零售企业显性技能本土化对海外市场顾客满意的影响进行了实证检验。研究发现,商品本土化、促销本土化、价格本土化、选址本土化均对跨国零售商海外市场顾客满意具有显著的正向影响,影响系数依次降低;而服务本土化和环境本土化对跨国零售商海外市场顾客满意的影响并不显著。本研究揭示了零售显性技能本土化的一般规律,对于跨国零售企业在华发展,对于中国本土零售企业未来的国际化发展以及当前国内市场的跨区域扩张都有着重要的借鉴价值。Effective adaptation of retail know-how plays an important role in improving international retailers＇ performance in overseas market. From the perspective of perception differences of Wal-mart＇s Sino-American cus- tomers, this paper make an empirical study on the impact of adaptation of explicit retail know-how on international retailer＇s customer satisfaction in overseas market. The study finds that product adaptation, promotion adaptation, price adaptation, location adaptation all have positive influence on customer satisfaction in overseas market, influ- ence coefficience decrease orderly; while service adaptation and store environment adaptation have no influence on customer satisfaction in overseas market. This study revealed the general law of adaptation of explicit retail know-how, which is of important reference to foreign retailers in China, as well as Chinese domestic retailers＇ international development in the future and interregional expansion within China currently.

关 键 词：零售显性技能 本土化 跨国零售商 沃尔玛 顾客满意 

分 类 号：F713.32[经济管理—产业经济]