【摘要】 借鉴结构方程模型,针对影响顾客忠诚的主要因素:服务质量、顾客满意、顾客价值,提出服务质量影响顾客忠诚的结构模型和8项假设。通过实证研究对模型和假设进行检验,得出运动服装品牌服务质量是顾客忠诚的决定性因素,其次是顾客价值,最后是顾客满意;验证了服务质量对顾客忠诚存在直接和间接2种影响,并且直接影响大于间接影响,顾客价值对顾客忠诚只存在直接影响,顾客满意对顾客忠诚仅仅存在间接影响。运动服装品牌公司要获得更高的顾客忠诚,提高服务质量是根本。更多还原

【Abstract】 Based on structural equation modeling(SEM),service quality,customer satisfaction and customers′view on value that are main factors affecting customer loyalty are selected to build a model of service quality affecting customer loyalty and eight hypotheses are put forward in this paper.Demonstration research is given to check the model and hypothesis.The results show that service quality is the key factor affecting customer loyalty,followed by customers′view on value,and finally,customer satisfaction.It is proved that service quality affects customer loyalty in both direct and indirect ways,and the former is more important than the latter.Customer′s view on value affects customer loyalty only directly,while customer satisfaction affects customer loyalty only indirectly.In order to obtain higher customer loyalty of sportswear brands,providing better service is essential.更多还原