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论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2015-06-29编辑:felicia点击率:22610
论文字数:11407论文编号:org201506082114334856语种:英语 English地区:新加坡价格:免费论文
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摘要:这是一篇有关零售商发展的留学生论文,浅析了零售商提高自身利益的方法和手段。
3.3 Methodological Framework
3.3.1 Conceptual Model:
In building the hypotheses, I have used the theoretical framework shown in Fig.1. This framework was developed by combining the Chaudhuri and Ligas (2009) model of value consequence along with the Jinfeng and Zhilong (2009) model of impact of store image on retailer equity. Chaudhuri and Ligas (2009) proposed
(1) Merchandise value can lead to willingness to pay a price premium (a reflector of retailer equity) as a result of store affect and attitudinal loyalty
(2) Their model aims to test the consequence of customer value at both the individual and store level to justify their proposal.
Jinfeng and Zhilong (2009) proposed that:
(1) Brand equity can be replaced by retailer equity and brand equity dimensions (brand association, brand awareness, brand loyalty, brand quality) with retailer equity dimensions (retailer association, retailer awareness, retailer loyalty, retailer quality)
(2) Retailer equity dimensions were divided into two constructs (?) , that is, retailer loyalty and retailer equity.
(3) They integrated the retailer marketing mix in the contact of store image dimension assuming it to have a significant effect on retailer equity.
According to Mandler (---), stimuli that meets customer expectations are positively appraised but do not result in powerful impact. In contrast, stimuli that are rather different from customer expectations have stronger impact intensity.
In building my theoretical frame work I took into consideration that merchandise value has been related to the pleasure resulting from obtaining a good deal (Grewal, Monroe, and Krishnan 1998a) and hence it influences customer perceived value (Chaudhari and Ligas, 2009). Along with that, store image has been studied as a derivative of retailer equity (Jinfeng and Zhilong, 2009). Accordingly, I propose a model (fig.1), in which merchandise value and store image can lead through the store affect to different consequences in retailing with regard to the level of the loyalty-relationship that it generates between the customer and the store. Thus, it can lead to a transactional exchange (repurchase loyalty without commitment) but also to a more enduring committed relationship that includes some relational bond or connectedness with the store (attitudinal loyalty). The first consequence (repurchase loyalty) can exist with or without the generation of positive affect, while the second (attitudinal loyalty) type must include some level of positive affect that precedes it.
I propose, first, that store image is composed of merchandise value, merchandise assortment, store design and interpersonal quality service. Secondly, store affect will be an inter mediator between store image and repurchase and attitudinal loyalty. Thirdly, repurchase loyalty is a consequence of merchandise value, but merchandise value is not directly related to attitudinal loyalty, it is related to attitudinal loyalty thr本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。