猪肉品牌连锁店顾客忠诚度评价及其影响因素实证研究 ——基于南京市消费者的问卷调查

【目的】考察品牌猪肉专卖店顾客忠诚评价等消费者行为及其影响因素。【方法】采用结构方程模型，设置变量并对品牌猪肉专卖店顾客忠诚评价及其影响因素进行分析。【结果】品牌猪肉专卖店顾客满意具有多维度性且各维度间存在共变关系，其中，猪肉产品属性满意对顾客忠诚的总驱动效应最大，顾客关系信任对顾客忠诚的直接效应最大，转移成本对顾客忠诚的形成有正向影响。同时，顾客特征变量（年龄和收入）对顾客忠诚度的评价具有一定的调节作用。【结论】注重品牌猪肉专卖店产品质量，提高顾客满意，培育顾客关系信任，同时考虑消费者特征，如性别、年龄与收入等对市场进行细分，提高顾客转换成本，进而提高消费者对品牌猪肉专卖店的忠诚度。

An Empirical Study on Evaluation and Determinants of Customer Loyalty Degree in Pork Brand Chain Store: Based on Questionnaire Survey Data from Consumers in Nanjing

【Objective】The brand pork store’s consumer behavior such as customer loyalty and its influencing factors was studied.【Method】Structural equation model was used to analyze the variable about customer loyalty in brand pork store.【Result】The brand pork chain store’s customer satisfaction had the multi-dimensions and between them there was a covariant relationship.Customer satisfaction with the quality of pork products was the largest total effect to customer loyalty of the brand pork chain store,customer trust had the largest direct effect to customer loyalty,and the switch cost had a positive impact on customer loyalty.Simultaneously,it was found that customer’s individual characteristics(age and income) played a regulating role in the evaluation of customer loyalty degree.【Conclusion】According to the result,brand pork industry should focus on ensuring the pork quality to increase customer satisfaction and relationship trust,meanwhile,taking into account the consumer characteristics such as gender,age and income to make market segmentation and increase customer switching costs and customer brand loyalty.