商业研究

商业研究

• 商经理论 •    下一篇

大型商超顾客维系效果研究 ——基于双渠道服务质量整合模型（DC-SQ-IM）的分析

郭俊辉1，许翠微2   

  1. （1.浙江科技学院 经管学院，杭州 310023；2.浙江外国语学院 东语学院，杭州 310023）
  • 收稿日期:2018-08-19 出版日期:2019-01-17
  • 作者简介:郭俊辉（1974-），男，黑龙江大兴安岭人，浙江科技学院经管学院副教授，研究方向：零售营销；许翠微（1976-），女，哈尔滨人，浙江外国语学院东语学院讲师，研究方向：商业文化。
  • 基金资助:
    浙江省软科学课题，项目编号：2018C35072。

Research on Customer Retention Effect of Large Supermarket:An Analysis based on Dual Channel Service Quality Integration Model（DC-SQ-IM）

GUO Jun-hui1，XU Cui-wei2   

  1. （1.School of Economics and Management，Zhejiang University of Science and Technology，Hangzhou 310023, China；2. School of Asian Languages and Cultures，Zhejiang International Studies，Hangzhou 310023,China）
  • Received:2018-08-19 Online:2019-01-17

摘要： 在电商、网商联盟蓬勃发展的今天，传统零售业正在以新的模式再度崛起。为了分析新零售模式下大型商超顾客维系效果，本文提出了由线下服务质量、线上服务质量和渠道协同质量构成的双渠道服务质量整合模型（DC-SQ-IM），通过对国内三家大型商超的问卷调研实证检验DC-SQ-IM，发现DC-SQ-IM对于顾客价值感知有较高的预测力，对于顾客消费体验的首要回想具备一定的预测力；忠诚顾客在商超之间存在显著的好评段差，尤其是在门店客服和网店响应性的两个指标上相对突出。因此，大型商超需提供更好的顾客响应服务才能保持忠诚顾客，而不是切换甚至是流失。

关键词: 渠道整合, 首要回想, 顾客响应, 顾客保持

Abstract: With the booming e-commerce and online merchant alliances, the traditional retail industry is reemerging with a new model. In order to analyze the customer retention effect of domestic large supermarkets in the new retail background, this paper proposes a dual channel service quality integration model (DC-SQ-IM) consisted of offline service quality, online service quality and channel collaborative quality. Through the questionnaire of three large domestic supermarkets, the DC-SQ-IM was tested empirically. It is found that DC-SQ-IM has a high predictive power for customer value perception, and has a certain predictive power for the primary recall of customer consumption experience;loyal customers have praise difference between supermarkets,especially in the two indicators of store customer service and online store responsiveness are relatively prominent. Therefore, supermarkets need to provide better customer response services to ensure the retention of loyal customers rather than switching or even losing.

Key words: channel integration, top mind, customer response, customer retention