【作者】 宋丹妮；

【导师】 朱杰；

【作者基本信息】 武汉理工大学 ， 载运工具运用工程， 2011， 硕士

【摘要】 2000年4月多功能乘用车进入中国市场,经过十年的发展,其市场份额在我国乘用车市场中占据了一定比例。随着消费者对个性和功能的需求,MPV市场得到了快速的发展,其前景更是被看好。汽车企业在面对巨大机遇的同时,也同时面临着激烈的市场竞争,必须注重培养忠诚的顾客。本研究是以我国MPV使用者为研究对象,在武汉市地区进行实证调查,采用SPSS13.0和LISREL8.0分析软件对顾客忠诚的驱动因素进行分析。本文介绍了我国MPV市场的发展背景以及特点,通过文献综述探讨了顾客忠诚、顾客满意、顾客价值以及品牌关系的概念界定、衡量方法以及相互之间的关系,在此基础上构建顾客忠诚驱动机制的结构模型。在实证研究中,本文使用SPSS13.0对数据进行描述性统计分析、信度分析和效度分析,并采用LISREL8.0验证顾客忠诚驱动因素之间的因果关系以及影响程度。在本文研究中,得到以下结论：(1)顾客满意对态度忠诚有直接驱动作用,但与行为忠诚没有直接驱动作用。(2)顾客价值与顾客满意、行为忠诚有直接驱动,且与态度忠诚之间还有间接驱动,通过顾客满意来实现；顾客价值与态度忠诚没有直接效应,但是通过顾客满意的驱动作用；顾客价值与行为忠诚之间有间接驱动,可以通过顾客满意和态度忠诚实现。(3)品牌关系与态度忠诚、行为忠诚、顾客满意与顾客价值之间都有直接驱动作用。品牌关系与行为忠诚还有间接驱动作用,可以通过顾客满意、顾客价值与态度忠诚间接驱动实现。更多还原

【Abstract】 It has been developing for ten years as the Muti-Purpose Vehicle (MPV) entered the Chinese market in April of 2000,the market share of MPV has occupied a certain proportion of China’s passenger vehicle market. With the consumer demand for personalized and functional, MPV market has been rapid development, and the prospect will be optimistic.The automobile is facing great opportunities and also fierce competition in the market, so they must focus on developing loyal customers.The study is based on the user of MPV as the object, carrying on empirical investigation in Wuhan, using the analysis software SPSS 13.0 and LISREL8.0 to analysis the driven elements of customer loyalty.The article described the development background and characteristic of China’ MPV market. It also described the definition and relationship of customer loyalty, customer satisfaction, customer value and brand relationship through literature review, building customer loyalty driven mechanism on this basis.In the empirical study, the article uses SPSS 13.0 to carry on desciptive statistical analysis, reliability analysis and validity analysis about the date, and uses LISREL8.0 to verify the causality and the degree of influence between the drivern elements of customer loyalty.In the study, it obtains the following conclutions:(1) Customer satisfaction directly drive the attitudinal loyalty, but not to behavior loyalty.(2) Customer value directly drives the customer satisfaction and behavior loyalty, and indirectly drives the attitudinal loyalty but can achieve through the customer satisfaction. Customer value also can indirectly drive the behavior loyalty through customer satisfaction and attitudinal loyalty.(3) Brand relationship can directly drive attitudinal loyalty, behavior loyalty, customer satisfaction and customer value. Brand relationship also can indirectly drive behavior loyalty through customer value, customer satisfaction and behavior loyalty.更多还原