摘要
互联网和移动商务技术的发展推动着企业线上线下多渠道供应链建设,顾客感知价值对消费者渠道选择和做出购买决策具有重要的影响。为此,建立基于顾客感知价值的顾客满意度和忠诚度模型,并用结构方程模型进行了数据验证,分析了信息获取、服务质量和线下资源等因素对顾客满意度和忠诚度的影响,可为企业经营提供决策支撑。
The construction of multichannel supply chain under online and offline promoted by the development of Internet and mobile commerce technology. Customer perceived value has a very important influence on consumer channel choice and purchase decision. Customer satisfaction and loyalty model based on customer perceived value is established in this paper,and the data is validated by structural equation model,and the effects of information acquisition,service level and offline resources on customer satisfaction and loyalty are analyzed,that is provide decision for enterprise management.
作者
何景师
HE Jingshi(Logistics Engineering Department,Dong Guan Polytechnic,Dongguan 523808, China)
出处
《武汉理工大学学报（信息与管理工程版）》
CAS
2017年第4期448-452,共5页
Journal of Wuhan University of Technology：Information & Management Engineering
基金
广东省社会科学基金项目(GD14XGL55)
东莞职业技术学院政校行企课题基金项目(201633)
关键词
O2O
多渠道
感知价值
顾客满意度
顾客忠诚度
结构方程模型
online to offline
multichannel
perceived value
customer satisfaction
customer loyalty
structural equation model
