大学校园便利店的顾客忠诚度研究
The survey takes Jiangsu Education Convenience Store of Jiangsu Normal University as an example. Data of the research questionnaire indicate: (1) The behavioral loyalty is high, but the attitudinal loyalty is low; The location is the greatest advantage for campus convenience stores; The price the campus convenience stores provide is high; The sales campaign is few and the information of sales isn’t timely. (2) There is a significant positive correlation respectively between customer satisfaction and customer loyalty, customer trust and customer loyalty and service quality and customer loyalty. Based on the survey, this paper provides strategies for campus convenience stores to promote their customer loyalty.
Key Words：customer loyalty campus convenience stores customer satisfaction customer trust service quality
摘 要本调查在吸收前人研究成果的基础上，结合校园便利店的特点，采用问卷调查法对校园便利店的顾客忠诚现状及其与顾客满意、顾客信任、服务质量等三个影响因素的相关性进行了研究。
本调查研究以师范大学教育超市为例进行，调查问卷为研究工具，对所收集的数据分析总结，得出了本文的结论：（1）顾客对校园便利店的行为忠诚度较好，但是态度忠诚度较低；地理位置是校园便利店的最大优势；校园便利店提供的价格太高；促销活动太少并且促销信息提供不及时；（2）在顾客忠诚和顾客满意、顾客信任、服务质量三个影响因素相关性方面，顾客满意、顾客信任与服务质量都和顾客忠诚正向相关。最后基于调查研究的结果，本文给师范大学教育超市提出了提高顾客忠诚度的相应策略。
毕业论文关键词：顾客忠诚 校园便利店 顾客满意 顾客信任 服务质量
Contents
Abstract i
摘 要 ii
Contents iii
Chapter One Introduction 1
1.1 Background 1
1.2 The Significance of the Research 1
1.3 The Overall Structure of the Research 2
Chapter Two Literature Review 3
2.1 Customer Loyalty 3
2.1.1 Definition of Customer Loyalty 3
2.1.2 The Influential Factors on Customer Loyalty 4
2.2 The Measurement Models of Customer Loyalty 7
Chapter Three Methodology 10
3.1 Research Questions 10
3.2 Research Subjects 10
3.3 Questionnaire Design 10
3.3.1 Model Construction 10
3.3.2 The Contents of Questionnaire Survey 11
3.4 Research Procedure 12
3.5 Data Analysis Methods 13
Chapter Four Data Analysis 14
4.1 Descriptive Statistical Analysis 14
4.2 Correlation Analysis 19
Chapter Five Conclusion 21
5.1 Major Findings 21
5.2 Suggestions 22
5.2.1 Policy to Improve Service Quality 22
5.2.2 Policy to Improve Customer Trust 23
5.2.3 Policy to Improve Customer Satisfaction 23
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