【摘要】 文章旨在探讨大型超市作为一个企业品牌,其品牌形象对感知价值、顾客满意与顾客忠诚的影响。通过实证分析得出,大型超市品牌形象由服务、产品、购物环境、交通便利性、促销和声誉6个维度构成;购物环境、交通便利性对感知价值、顾客满意和顾客忠诚都有显著影响;产品和服务对顾客满意、顾客忠诚有显著影响;促销和声誉对感知价值有显著影响。更多还原

【Abstract】 This article aims to explore the effects of brand image of supermarkets,as a corporate brand,on the variables of perceived value,customer satisfaction and customer loyalty.By using the statistical software,SPSS,we made an empirical analysis,and divided supermarket brand image into six dimensions: service,product,shopping environment,transportation convenience,promotion and reputation.It was found that shopping environment and transportation convenience had significant effects on the variables of perceived value,customer satisfaction and customer loyalty,while product and service had significant impacts on the variables of customer satisfaction and customer loyalty,and promotion and reputation had significant influences on the variable of perceived value.更多还原