校园超市顾客满意模型研究——以芜湖职业技术学院校园天猫超市为例  

Research on the Campus Supermarket Customer Satisfaction Model:Taking WHIT T-mall Supermarket as an Example

作　　者：夏雪峰[1] XIA Xuefeng

机构地区：[1]芜湖职业技术学院经济管理学院,安徽芜湖241003

出　　处：《芜湖职业技术学院学报》2022年第3期62-67,共6页Journal of Wuhu Institute of Technology

基　　金：芜湖职业技术学院2022年校级教学示范课(课堂革命)“商品学”(项目号:2022sfk11)。

摘　　要：校园超市顾客满意模型由超市环境感知、商品品质感知、商品价格感知等前因变量和顾客满意、顾客忠诚等结果变量组成。顾客满意受超市环境感知和商品价格感知的直接正向影响,商品品质感知间接正向影响顾客满意,顾客满意对顾客忠诚正向影响程度较高。校园超市应加强超市环境管理、科学选品、人性化的商品定价等管理措施,提高顾客满意和顾客忠诚。The campus supermarket customer satisfaction model is composed of antecedent variables such as supermarket environment perception, commodity quality perception and commodity price perception, and outcome variables such as customer satisfaction and customer loyalty.Customer satisfaction is directly and positively affected by supermarket environmental perception and commodity price perception.Commodity quality perception affects customer satisfaction in an indirect and positive way.Customer satisfaction has a highly positive effect on customer loyalty.As a result, for the operation of campus supermarkets, such management measures as supermarket environmental management, scientific selection, humanized commodity pricing should be strengthened to improve customer satisfaction and customer loyalty.

关 键 词：超市环境感知 商品品质感知 商品价格感知 顾客满意 顾客忠诚 

分 类 号：F717.6[经济管理—产业经济]