消费者感知企业声誉对顾客忠诚影响研究.docx

文档介绍：上海交通大学硕士学位论文
消费者感知的企业声誉对顾客忠诚的影响研究
——基于在大陆的台资餐饮企业分析
摘要
在企业声誉的相关研究当中,学者们广泛地把企业声誉看作是一
种具有高附加值的无形资产,能够有效防止新的市场进入者,吸引更
多投资者和优秀员工以及能够与消费者建立长期的消费关系。至于企
业声誉影响顾客忠诚是由具体的企业声誉驱动因素引起的,当前的研
究涉及的还比较少,往往是停留在企业声誉的驱动因素具体是什么,
或者企业声誉影响顾客忠诚是通过什么样的机制。此外,过去的研究
主要强调的是多元化的利益相关者视角下简单组合的企业声誉,显然
这些研究在很大程度上忽略了企业产品和服务的最终使用者,即消费
者。本文在这样的背景,希望从消费者感知的角度出发,结合在大陆
的台资餐饮企业,研究企业声誉对顾客忠诚的影响,从而对餐饮企业
的管理实践提出有针对性的建议,为餐饮企业塑造良好的企业声誉,
在激烈的市场竞争中赢得竞争优势。
关键词:消费者感知,企业声誉,顾客忠诚
万方数据
上海交通大学硕士学位论文
THE IMPACT OF CUSTOMER PERCEIVED
CORPORATE REPUTATION ON CUSTOMER
LOYALTY
ABSTRACT
Theories about corporate reputation mostly regard it as intangible asset with high
added value. Such asset can prevent the potential entrants effectively, attract more
investors and employees and establish long-term relationship with its customer. There
are few papers focus on how the factors of reputation affect the customer loyalty and
most of those researches linger around what is the driving factor of corporate
reputation. Besides, the past papers focus on the reputation based on multiple
stakeholders and this apparently overlooks the customer who is the end user of
products and service. This paper is going to investigate on the Taiwan-fund restaurant
industry in mainland China to find out the effects of customer perceived corporate
reputation on customer loyalty. Then the paper will provide targeted suggestions on
the practice of food and restaurant industry to the panies so that they can
well establish themselves to win petition.
KEY WORDS:customer perceived,corporate reputation,customer loyalty
万方数据
上海交通大学硕士学位论文
目录
第一章绪论............................................................................................................................... 1
研究背景......................................................................................................................... 1
实践背景...............................................................................................................