服务接触、顾客体验价值、品牌偏好对品牌忠诚的影响研究  

Study on the Influence of the Service Encounter,Customer Experience Value and Brand Preference on Brand Loyalty

作　　者：唐伟 TANG Wei(School of Tourism and Historical Culture,Zhaoqing University,Zhaoqing,Guangdong 526061,China)

机构地区：[1]肇庆学院旅游与历史文化学院,广东肇庆526061

出　　处：《肇庆学院学报》2023年第2期66-75,共10页Journal of Zhaoqing University

基　　金：广东省教育厅项目“基于双创能力培养的旅游管理类专业实践教学体系优化路径研究”;肇庆学院项目“旅游管理类双创人才培养模式研究”(zlgc202023);广东省教育厅重点平台项目“企业主体社区参与视角下农村可持续创业研究”(2021ZDZX4043);肇庆学院质量工程项目“现代餐饮管理联合创新实验室”(zlgc202110).

摘　　要：以服务接触为切入点,引入顾客体验价值与品牌偏好作为中介变量,研究了品牌忠诚并探讨服务接触、顾客体验价值、品牌偏好与品牌忠诚之间的关系.采用SPSS23.0和Smart-PLS3.2.8对所构建的结构模型进行了数据分析,结果表明:(1)服务接触会正向直接影响顾客体验价值,但它对品牌偏好与品牌忠诚没有显著影响;(2)顾客体验价值与品牌偏好两者都对品牌忠诚产生正向直接影响,而顾客体验价值对品牌偏好产生正向直接影响;(3)顾客体验价值在服务接触与品牌忠诚之间没有中介作用,但顾客体验价值在服务接触与品牌偏好之间扮演着完全中介作用,品牌偏好在服务接触与品牌忠诚之间扮演着完全中介作用;在此基础上揭示出品牌忠诚形成的两条路径,即服务接触-品牌偏好-品牌忠诚与服务接触-顾客体验价值-品牌偏好-品牌忠诚.This paper,taking service encounter as the starting point,and introducing customer experience val-ue and brand preference as mediating variables,studies brand loyalty,and aims to explore the relationship be-tween service encounter,customer experience value,brand preference and brand loyalty.SPSS 23.0 and Smart-PLS3.2.8 were used to analyze the data.The results indicated that:(1)Service encounter positively and directly af-fected customer experience value,but it did not significantly affect brand preference and brand loyalty;(2)Both customer experience value and brand preference affected brand loyalty positively and directly,and customer expe-rience value positively and directly affect brand preference;(3)Customer experience value had no mediating effect on service encounter and brand loyalty.But customer experience value played a full mediating effect on service encounter and brand preference.Brand preference exerted a full mediating effect on service encounter and brand loyalty.Based on the above results,two paths of brand loyalty were formed:service encounter-brand preference-brand loyalty and service encounter-customer experience value-brand preference-brand loyalty.

关 键 词：服务接触 顾客体验价值 品牌偏好 品牌忠诚 

分 类 号：C939[经济管理—管理学]