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1、百货商场品牌形象对顾客忠诚的影响研究Part1IntroductionSincehavingjoinedtheWTO,departmentstoreindustryinChinafacesnewchallenges.Thesalesofdepartmentstorewasinabsolutedominanceinretailbusinesswithaproportionof80%foralongtime.However,asthemarketchanged,departmentstoreindustryinChinaf
2、elltoalowpoint.Doescustomerloyaltyhaveanimpactondepartmentstorebrandimage?Andwhatshouldthedepartmentstoresdotosustainandimprovecustomerloyaltythroughimprovingtheirbrandimage?Whatarethefactorswhichhaveanimpactonthebrandimageofdepartmentstores?Andhowdotheyaffect?P
3、art2TherelevanttheoriesandliteraturereviewThestoreimageinvolvesconvenience,atmosphere,history,self-conceptandcommodities,price,service,etc.(Hopkins,2001)Rankofthedimensionsofdepartmentstoreimageis:atmosphere,service,convenience,reputation,sales,pastexperience,et
4、c.(Thang,Tan2003)Thestoreimageinvolvesfourdimensions:commodities,stores,serviceandpromotion.(DavisJ.2006)Buildingfavorablestoreimageishelpfultoimprovecustomerloyalty.(Kunkel,Berry1968)Theevaluationofthestoreimageplaysanimportantroleinestimatingcustomerloyalty.An
5、dthestoreimageaffectscustomerloyaltydirectly.(Samli,Sirgy1995)Agreatdealofstudieshaveshownthatthestoreimagehasadirectimpactonthepurchasewill.(Grewal,1998)JiangMinghuaandGuoLei(2003)madeanempiricalresearchonstoreimageandperceivedqualityofmanufacturer-ownedbrand.W
6、uChangshunandFanShiping(2004)studiedthefactorswhichaffectedtheimageofdepartmentstoreandsupermarket.WangYafeiandYuKunzhang(2006)exploredtheeffectofstoreimageonconsumerbehavior.WangHaiqun(2006)madeanempiricalresearchoncustomersatisfactionandcustomerloyalty,pointin
7、goutthatthestoreatmosphere,location,facilities,pricesandservicesaffectedconsumerbehavior.Chih-HonChangandChia-YuTu(2005,Taiwan)studiedtheeffectofbrandimageoncustomersatisfactionandcustomerloyaltyinserviceindustry.StoreimageProductConvenienceServiceActivitiesCust
8、omersatisfactionCustomerloyaltyPicture1Chih-HonChang﹠Chia-YuTu(2005,AbbreviationC&Tmodel）ServicebrandimageProductsfeaturesServicequalityServiceconvenienceShoppingenvi
