新零售背景下顾客体验对顾客忠诚度的影响  

Influence of Customer Experience on Customer Loyalty under the Background of New Retail

作　　者：马逍 MA Xiao(School of Business Administration,Lanzhou University of Finance and Economics,Lanzhou 730010,China)

机构地区：[1]兰州财经大学工商管理学院,兰州730010

出　　处：《科技和产业》2024年第24期183-189,共7页Science Technology and Industry

摘　　要：电子商务的快速发展为新零售实践带来了巨大机遇,同时面临着能否持续发展的挑战。在新零售的背景下,基于顾客体验理论,从顾客体验、品牌关系质量、顾客忠诚视角构建顾客体验对顾客忠诚影响因素模型,并采用结构方程模型进行验证。研究结果表明,感官体验、情感体验对顾客忠诚的直接正向影响不显著,而是通过品牌关系质量对顾客忠诚形成正向显著影响;行动体验正向影响顾客忠诚;品牌关系质量对顾客忠诚有显著正向影响。The rapid development of e-commerce has brought great opportunities for new retail practice,and it is also facing the challenge of sustainable development.Under the background of new retail,based on the theory of customer experience,a model of influencing factors of customer experience on customer loyalty was constructed from the perspective of customer experience,brand relationship quality and customer loyalty,and structural equation model was used to verify it.The results show that sensory experience and emotional experience have no significant direct positive impact on customer loyalty,but have a significant positive impact on customer loyalty through brand relationship quality.Action experience positively affects customer loyalty.Brand relationship quality has a significant positive impact on customer loyalty.

关 键 词：顾客体验 顾客忠诚度 品牌关系质量 新零售 

分 类 号：F276.5[经济管理—企业管理]