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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:22548
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. Does store affect mediate between store image and loyalty?
To answer these questions, this study examines the relationships between store image dimensions, merchandise value and the formation of retailer equity. The results offer insights into how marketing efforts may be controlled to generate and manage retailer equity.
1.6 Research Objective
The objective of our research can be summarized in the following points
· To determine if retailers that cannot be characterized by a price premium policy, can still have retailer equity in alternative forms (e.g. by forgoing services or giving up merchandise variety).
· To determine what, among several dimension of store image, results in strong store effect.
· To determine alternative models of the effects a store has on customers, as a predictor of store image and loyalty, or a direct contributor to retailer equity.
1.7 Research Methodology
With regards to the objective of this study it is considered to be deductive, quantitative, descriptive and explanatory. Survey was the method of choice used for data collection. The target sample was identified to be general to the Kuwait population which has experienced shopping in a main type of supermarket store. The questionnaires were distributed randomly to participants either by email or personal encounters.
The total number of the survey distributed was XXX, the respondents were XXX with XX being the invalid number of responses.
1.8 Data Analysis Method
This study is a quantitative research. The statistical tools used in analyzing the data collected included descriptive analysis, EFA, cross-tabulations, correlation and regression analysis. The data is a mixture of nominal (e.g. gender and nationality) and ordinal (e.g. income and age) and scale (e.g. Merchandise value, merchandise assortment, store design, store atmosphere, store service, loyalty and brand equity). The Likert7 point scale was used.
1.9 Research Limitations
A number of limitations were experienced while conducting this research
1. Research and literature covering retailer and brand equity in Kuwait and GCC is scarce and rare.
2. Lack of clarity regarding the number and nature of dimensions to measure customer based retail equity.
3. Not all the discriminate attributes of store image were examined.
4. This study is limited only to supermarket retail in Kuwait.
1.10 Thesis Structure
This thesis is divided into five main chapters. We start with Chapter One which is an introduction chapter that gives a general idea on what we will be doing. The chapter will contain a brief summary about the literature the objective and questions of the research methodology and limitations faced while conducting this research. Chapter Two will provide a literature review of the research topic. In Chapter Thre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。