摘要
新零售概念的提出给传统零售的转型带来了新思路,催生新的商业模式。文章在新零售变革的背景下,以新零售企业瑞幸咖啡为对象,结合新零售特点和顾客忠诚度理论建立假设模型,利用SPSS20.0软件对模型进行实证分析和检验,从顾客信任、物流服务质量、顾客体验、大数据应用能力和品牌知名度五个方面分析了顾客满意度对顾客忠诚度的影响,验证了创新对顾客满意度和顾客忠诚度具有正向调节作用。最后,根据分析结果,有针对性地给出提升顾客忠诚度的相关对策,以及零售企业转型的建议。
The proposal of the new retail concept has brought new ideas to the transformation of traditional retail and spawned new business models.In the context of the new retail revolution,this article takes the new retail company Luckin Coffee as the research object,establishes a hypothetical model based on the characteristics of new retail and customer loyalty theory,uses SPSS20.0 software to conduct an empirical analysis and a testing of the model,analyzes the impact of customer satisfaction on customer loyalty from five aspects:customer trust,logistics service quality,customer experience,big data application capabilities,and brand awareness,and verifies that innovation has a positive regulatory effect on customer satisfaction and customer loyalty.Finally,according to the analysis results,relevant countermeasures to improve customer loyalty,and suggestions for retail enterprise transformation are put forward.
作者
庄艺明
周丰婕
ZHUANG Yi-ming;ZHOU Feng-jie(School of Management,Xiamen University Tan Kah Kee College,Zhangzhou 363105,China)
出处
《物流工程与管理》
2021年第7期170-174,共5页
Logistics Engineering and Management
关键词
新零售
瑞幸咖啡
顾客忠诚度
new retail
Luckin Coffee
customer loyalty
