零售企业多渠道整合服务质量能提高顾客忠诚吗?  

Can Service Quality of Multichannel Integration Enhance Customer Loyalty in Retail Enterprises?

作　　者：齐永智[1,2] 张梦霞[3] 

机构地区：[1]山西财经大学工商管理学院,山西太原030031 [2]首都经济贸易大学工商管理学院,北京100037 [3]对外经济贸易大学国际经济贸易学院,北京100029

出　　处：《经济问题》2015年第4期71-77,共7页On Economic Problems

基　　金：国家自然科学基金面上项目"基于价值嵌入的清洁技术创新活动平台效应溢出研究"(71472090);教育部人文社会科学研究青年基金项目"技术联盟组织间知识转移测度研究"(11YJC630279);首都经济贸易大学2014年研究生科技创新资助项目"基于消费者购买行为的零售渠道模式研究"

摘　　要：从传统零售商拓展线上多渠道的角度,研究了在多渠道零售背景下,实体渠道服务质量与多渠道整合服务质量相互之间的关系,以及二者对零售渠道顾客忠诚的影响。调查了267名在同一零售商线下及线上渠道都有购物经历的顾客,通过结构方程模型揭示,多渠道整合服务质量对顾客忠诚有积极影响,实体渠道服务质量的提升有利于多渠道整合服务质量的提升,在多渠道环境下,实体渠道服务质量对顾客忠诚影响不显著。该结论表明,一方面,零售商应加强实体渠道服务质量,这是多渠道服务质量整合的基础;另一方面,在多渠道环境下,应通过完善多渠道整合服务质量提升顾客忠诚度。From the perspective of expanding online virtual channel by traditional retail enterprises, this thesis researches the relationship between service quality of physical channel and multichannel integration as well as their impacts on customer loyalty of retail channel under the background of muhichannel retail. During this thesis, 267 customers with shopping experience on physical channel and virtual channel of the same retail enterprises participa- ted in the investigation. According to the result of structural equation model, service quality of muhichannel inte- gration has positive impact on customer loyalty and service quality of physical channel is favorable for promoting service quality of multichannel integration. Under the environment of muhichannel retail, service quality of physical channel has non -significant impact on customer loyalty. In conclusion, the retailers should promote the service quality of physical channel and this is the basis for service quality of muhichannel integration. Besides, under mul- tichannel environment, retailers should also perfect service quality of muhichannel integration to enhance customer loyalty.

关 键 词：实体渠道 多渠道整合 服务质量 顾客忠诚 

分 类 号：F713.32[经济管理—产业经济]