基于顾客价值的电子元器件分销市场顾客忠诚研究

【作者】 史庆华；

【导师】 范晓屏；

【作者基本信息】 浙江大学 ， 管理科学与工程， 2008， 硕士

【摘要】 随着竞争环境的变化和电子信息技术的快速发展,经历了高速发展阶段的电子元器件分销商们发现自己正面临着前所未有的机遇和挑战,已经走到了一个充满变数的十字路口。市场需求变化太快、发展新顾客难度增大、顾客预测性差、顾客采购行为不规范、分销市场的无序竞争、资金周转不畅、利润降低、技术支持能力普遍不足等是当前分销商们所共同面对的难题。只有努力建立与提升顾客忠诚度才能驾驭市场,从激烈的市场竞争中脱颖而出。本文在综合顾客价值理论、顾客忠诚理论以及电子元器件分销市场的特点的基础上,基于电子产品制造商的角度,来探讨电子元器件分销市场顾客忠诚的驱动因素,分析哪些驱动因素会影响电子产品制造商顾客忠诚?怎样影响顾客忠诚?影响的程度如何?从而构建基于顾客价值的电子产品制造商顾客忠诚模型。最后,通过问卷调查的方式对基于顾客价值的电子产品制造商顾客忠诚模型进行实证分析,确定这些驱动因素对电子产品制造商忠诚的影响是否显著、以及它们的贡献程度如何。通过对全国85家电子产品制造商进行调查,获得266份有效问卷。结合基于顾客价值的电子产品制造商顾客忠诚模型,以SPSS(社会科学统计软件)对调查问卷资料进行分析,结果表明:1核心产品价值、增值服务价值、顾客关系价值、电子元器件分销商公司信誉是电子产品制造商顾客忠诚的基本驱动因素;2核心产品价值、增值服务价值、顾客关系价值、电子元器件分销商公司信誉对电子产品制造商顾客忠诚的影响和贡献程度有显著差异。增值服务价值对顾客忠诚的影响和贡献最大,其次是核心产品价值,再次是顾客关系价值,最后是电子元器件分销商公司信誉。在产品的质量、价格严重趋同的今天,提供优异的增值服务价值将成为企业差异化竞争优势的重要来源,也是竞争对手无法迅速复制的重要竞争手段;3核心产品价值、增值服务价值、电子元器件分销商公司信誉对行为忠诚的影响显著;4顾客关系价值和增值服务价值对态度忠诚的影响显著。更多还原

【Abstract】 With the fierce competition and the rapid development of electronic information Industry, the electronic components distributors found themselves being confronted with unprecedented opportunities and challenges. The Changes of customers’ demand is so fast, and the difficulty of the development of new customers increased, and the poor predictability of customers, and the hard competition in the electronic components distribution market, and the lower profits day by day, and the technical support capabilities can not meet the customer’s requirements, all these are the problems which the distributors have to face up. Only the efforts to establish and enhance customer loyalty can survive in the fierce competition.Based on the literature review on the customer value theory and the theory of customer loyalty and the characteristics in electronic components distribution market , this paper, from the electronic equipment manufacturer’s point of view, want to explore the drivers of customer loyalty in the electronic components distribution market, and finally built the electronic equipment manufacturer’s customer loyalty model.A questionnaire survey was implemented and 266 valid samples were adopted which came from over 85 electronic equipment manufacturers in China. The analysis results in aid of SPSS revealed that:1 Core product value, the value of value-added services, customer relationship value, and the good reputation of electronic components distributors is the basic drivers of the electronic equipment manufacturer’s customer loyalty;2 Core product value, the value of value-added services, customer relationship value, and the good reputation of electronic components distributors contribute to the customer loyalty with a significant difference impact. The valve of value-added services have the largest contributions to customer loyalty , followed by the value of core products, and then the value of customer relations, and finally the good reputation of electronic components distributors.3 Core product value, the value of value-added services, and the good reputation of electronic components distributors have the significant impacts to the Acts of loyalty;4 Customer relationship value and the value of value-added services o have the significant impacts to the Attitude of loyalty;更多还原