摘 要
随着我国经济快速发展，居民的可支配收入和消费能力逐步提高，我国零售业的消
费规模大幅提升。然而零售业在发展过程中也面临着品质诉求上升、竞争力度升级以及
顾客流失等复杂的市场环境，这些因素都增加了零售企业的经营压力。探索顾客忠诚度
的驱动因素，有助于缓解企业的经营压力以及更好地维系和增加顾客存量。因此，我国
零售业的顾客忠诚驱动因素研究具有重要的现实意义。
本文研究的主要目的是发展和完善顾客忠诚和顾客资产理论在零售业的应用体系，
探索零售业顾客资产驱动要素对顾客忠诚的影响效应，提升零售业顾客的忠诚度，为管
理者实施高效管理与做出科学决策提供理论依据。
本研究从顾客资产驱动要素入手，全面、系统地分析了它对我国零售业顾客忠诚的
影响，综合运用关系营销理论、顾客资产理论和顾客忠诚理论，在国内外顾客忠诚评价
模型的基础上，构建了基于顾客关系管理视角的顾客忠诚评价模型。通过网络在线调研
法获取到某连锁零售商的顾客数据，运用结构方程分析法，对该零售商的顾客忠诚影响
因素进行了实证分析，研究结果表明顾客资产驱动要素对顾客忠诚的影响效应明显不
同。从直接影响效应来看，价值资产、品牌资产和关系资产均对顾客忠诚产生显著的直
接影响，其中，价值资产对顾客忠诚的影响程度最高，品牌资产和关系资产的影响程度
大致相同。从间接影响来看，价值资产不会对顾客忠诚产生间接的影响，品牌资产和关
系资产会通过顾客满意这一中介变量对顾客忠诚产生显著的正向影响。
关键词：零售业， 顾客资产驱动要素， 顾客忠诚， 结构方程分析
ABSTRACT
With China's rapid economic development, gradually increase the residents ' disposable
income and spending power, and scale of China's retail spending has increased significantly.
However the retail trade in the development process is also facing rising quality demands,
competition and the loss of customers and other complex market environment, these factors
have increased the retailer's operating pressure. Explore the drivers of customer loyalty and
helps relieve the pressure of enterprise management as well as to better maintain and increase
customer stock. Therefore, research on driving factors of customer loyalty in retail in China is
of great significance.
The main aim of this thesis is to develop and improve customer loyalty and customer
equity theory applied in the retail system, explore the retail customer equity driving factor
effect on customer loyalty, enhance the retail customer loyalty for managers implementing
efficient management and provides a theoretical basis to make scientific decisions.
This study begins with customer equity driving factor, a comprehensive and systematic
analysis of the impact on China's retail customer loyalty, using theories of relationship
marketing, customer equity and customer loyalty theory, based on evaluation model of
customer loyalty at home and abroad, building customer loyalty based on customer
relationship management evaluation model. Online survey to get over the network to a
retailer's customer data, by using structural equation analysis, customer loyalty to the retailer
an empirical analysis of influencing factors, research shows customer equity driving factor
significantly different impact on customer loyalty. From the direct effects of view, value
equity, brand equity and relationship equity have significant direct impact on customer loyalty,
where valuable equity to the highest degree of customer loyalty, brand equity and relationship中北大学学位论文
equity that have roughly the same level. Indirect impact, value equity does not have an
indirect effect on customer loyalty, brand equity through customer satisfaction as a mediator
have a significant positive impact on customer loyalty.
KEY WOEDS: Retail, Customer Equity Driving Factor, Customer Loyalty, Structural
Equation Model Analysis