我國品牌運動服裝顧客忠誠影響因素實證研究.pdf

1、同濟大學(xué)經(jīng)濟與管理學(xué)院碩士學(xué)位論文我國品牌運動服裝顧客忠誠影響因素實證研究姓名：錢小君申請學(xué)位級別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：葉明海20090301ABSTRACTNowadayscompetitionamongsportswearbrandsisfierceTheproblemmostenterp竹s％arefacingistheswitchingofcustomersandcontinuousdecreaslngofm礎(chǔ)(etin

2、gshar銷Therefore，mostenterprisesarefocusingoncultivatinghighloyaltycustmnerswhidhprovestobethemainsourceofprofitThekeytocultivatehighloyaltycustomersgroupistofullyunderstandwhatinfluencescustomerloyalty姐dhowtoprovidesatis

3、factoryproductsandservices，whicharethearticleisgoingtosolveThere，salotofresearchaboutinfluencingfactorsoncustomerloyaltyabroad，whileitsapplicabilityinChinaisuncertainStill，thereisn’twidelyapplicablen囂earChmodelwithinChin

4、aSothearticleputsforwardquestionaftergeneralizingandanalyzingthestatusaboutthebrandingsportswearmarketinourcountryAccordingtotherelevant1iteraturcandfieldsurveys，whichisusedforreference，thearticlebringsforwardf齜rsinfluen

5、cingcustomerloyaltyconsideringourpresentstatusofthebrandingsportswcarmarketMeantime，thearticlehasdefinedthemeaningsabouttactors’establishedappropriateindexestomeasurethesefactors，foundedthemodeloffactorsinfluencingcustom

6、erloyaltyandputforwardinterrelatedhypothesisThearticlemakesanempiricalresearchonfactorsinfluencingcustomerloyaltyandthelrimp嘣ancethroughquestionnairebyapplyingSPSS130software，thenmere撇someconclusionsasfollowing：(1)Factor

7、sofproductandimagehaveastrongandpositiveefleetoncustomerloyalty；(2)Factorsofcost，satisfactionandserviceshaVearelativelvweake腩ctoncustomerloyalty；(3)FactorofenvironmenthasalittlepositiveeffectKeyWords：CustomerLoyaltyInflu