Đánh giá chất lượng mối quan hệ trong quan hệ giữa nhà bán lẻ và người tiêu dùng
Tóm tắt
Mục đích của bài viết là nghiên cứu chất lượng mối quan hệ trong các quan hệ bán lẻ bị ảnh hưởng bởi các yếu tố trước đó (chất lượng chương trình khách hàng thân thiết và chất lượng tương tác cá nhân) và dẫn đến sự trung thành của khách hàng đối với nhà bán lẻ. Sự chú ý nằm ở nhận thức của các thành viên chương trình khách hàng thân thiết và sự khác biệt giữa các phân khúc người tiêu dùng có mức độ tham gia khác nhau trong danh mục sản phẩm.
Phương pháp được sử dụng là khảo sát người tiêu dùng. Hai đợt phỏng vấn qua điện thoại cắt ngang với 116 và 410 thành viên của một câu lạc bộ khách hàng thân thiết đã được tiến hành. Mô hình phương trình cấu trúc được sử dụng để ước lượng các mối quan hệ trong một khung khái niệm tích hợp giữa các cấu trúc chất lượng chương trình khách hàng thân thiết, chất lượng tương tác cá nhân, chất lượng mối quan hệ và sự trung thành, liên quan đến sự phát triển của các mối quan hệ bán lẻ.
Kết quả cho thấy rằng chất lượng chương trình khách hàng thân thiết là quan trọng đối với chất lượng mối quan hệ; tuy nhiên, cần có những nỗ lực để đảm bảo chất lượng tương tác cá nhân với khách hàng nhằm cải thiện chất lượng mối quan hệ cũng như sự trung thành của khách hàng. Nghiên cứu làm sâu sắc thêm hiểu biết về các yếu tố trước đây và hậu quả của chất lượng mối quan hệ trong môi trường bán lẻ liên quan đến các phân khúc khách hàng với mức độ tham gia vào danh mục sản phẩm khác nhau.
Nghiên cứu bị giới hạn ở các thành viên của chương trình khách hàng thân thiết của một nhà bán lẻ DIY được lựa chọn, không xem xét cụ thể đến việc tham gia vào nhiều chương trình khách hàng thân thiết. Nghiên cứu trong tương lai có thể sử dụng các phương pháp khác nhau như nghiên cứu dọc để xem xét các mối quan hệ động giữa các cấu trúc trong nghiên cứu.
Trong bối cảnh bán lẻ, các ý nghĩa thực tiễn của tác động của chất lượng chương trình khách hàng thân thiết và chất lượng tương tác cá nhân đối với chất lượng mối quan hệ và sự trung thành của khách hàng được xem xét.
Bài viết góp phần vào việc hiểu biết về nhận thức và phản ứng của các thành viên đối với chất lượng mối quan hệ cũng như một số cơ chế tiềm ẩn phía sau sự trung thành của khách hàng trong các chương trình khách hàng thân thiết.
Từ khóa
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