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摘 要
本文通过对国内外物流企业的顾客满意与顾客忠诚的相关关系理论展开总结和考察，得出了关于我国物流企业的顾客满意度与顾客忠诚度的相关关系的理论背景，并以此为基础，讨论了宁波地区物流企业的顾客满意与顾客忠诚之间的调节因子。以及如何利用各调节因子与顾客满意和顾客忠诚之间的关系，来提升该地区货代型物流企业的服务质量。通过建立物流企业的顾客满意与顾客忠诚关系模型，假设顾客满意与顾客忠诚关系；通过实证分析的方法，进行问卷设计与问卷形成以及回收结果，来获得相关的客户调查取样资料，探讨该地区顾客满意与顾客忠诚之间的关系，以及调节因子对顾客满意、顾客忠诚的影响。验证假设，结果发现，物流企业的顾客满意度影响因子之企业形象与服务价格将完全影响该地区企业的顾客忠诚度，而且其相关关联度也比较高，最后结论部分，提出了对宁波地区物流类的服务性企业培养顾客满意与顾客忠诚的策略性建议。以及针对宁波地区货代类物流企业如何顺利有效地提高顾客满意，并最终转变成企业的顾客忠诚度，给出了相关的建议。
关键词：宁波江东区；货代企业；顾客满意；顾客忠诚
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Abstract
Based on the domestic and international logistics business customer satisfaction and customer loyalty related to review and study expand the relations theory.
Draw on China's logistics business relationship between customer satisfaction and loyalty of the theoretical background, and on this basis, discuss the logistics enterprises in Ningbo customer satisfaction and customer loyalty of the regulator. And how to use the regulator and customer satisfaction and the relationship between customer loyalty, to improve freight logistics company in the area of service quality. Through the establishment of logistics enterprises in the relationship between customer satisfaction and customer loyalty model, assuming that customer satisfaction and customer loyalty; through empirical analysis, questionnaire design and the results of the questionnaire form as well as recycling, to get the sample related to the customer survey data of customers in the region Satisfaction and the relationship between customer loyalty, and regulatory factors on customer satisfaction, customer loyalty. Verify the hypothesis, results showed that Logistics customer satisfaction factors of corporate image and service prices will fully affect the company's customer loyalty in the region, and its related correlation is high, the final conclusion, made in Ningbo China Logistics Class of service companies cultivate customer satisfaction and customer loyalty strategic recommendations. And freight forwarding class for logistics enterprises in Ningbo how smoothly and effectively to improve customer satisfaction, and ultimately into the enterprise customer loyalty, given some suggestions.
Keywords:Jiangdong District of Ningbo;Frieght forward company;Customer satisfaction; Customer loyalty
目 录
1 问题的提出............................................................................................................. 1
1.1 研究的意义及目的 ....................................................................................... 1
1.1.1 研究的意义 ....................................................................................... 1 1.1.2 研究目的 ........................................................................................... 2 1.2 研究方法 ....................................................................................................... 3 2 理论背景................................................................................................................. 4
2.1 国外顾客满意度顾客忠诚度理论 ............................................................... 4 2.2 国内顾客满意与忠诚度理论 ....................................................................... 5 2.3 国内外关于顾客满意度与忠诚度关系理论 ............................................... 6 3 研究设计................................................................................................................. 8
3.1研究模型 ........................................................................................................ 8 3.2模型假设 ........................................................................................................ 8 4 实证分析............................................................................................................... 10
4.1变量的自定义 .............................................................................................. 10 4.2效度与信度分析 .......................................................................................... 12 4.3相关关系分析及多元线性回归分析 .......................................................... 14 5 结果分析及讨论................................................................................................... 16
5.1 结果分析 ..................................................................................................... 16 5.2具体建议措施 .............................................................................................. 17 结 论....................................................................................................................... 19 参考文献................................................................................................................... 20 附录四：调查问卷................................................................................................... 21
III
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