诚信在超市经营管理中的价值研究

本研究利用结构方程模型验证了超市诚信对顾客感知价值、顾客满意度、顾客忠诚度的影响机制。经过模型修正与复合效化两个过程,最终获得了一个与数据拟合度比较高的模型:(1)超市诚信→顾客感知价值→顾客忠诚;(2)超市诚信→顾客感知价值→顾客满意。即超市诚信通过影响顾客感知价值来分别影响顾客满意和顾客忠诚,顾客满意与顾客忠诚之间的相互影响不显著。

Research on the Value of Integrity in Supermarket's Management

An AMOS analysis was performed to devel- op a model of Chengxin in Supermarket's Management with a data set consisting of 315 customers,and then use another data set consisting of 299 customers to retest it.The AMOS result indicated that the effect model of Chengxin in Super- market's Management was greatly supported by the data,and it can well reflect the rules of the influence of Chengxin in Supermarker's Management on the consumer's psychological status and behavior.The Model shows:(1)Customer Loyahy is strongly affected directly by Perceived Value of customer and indirectly by Chengxin in Supermarket's Management. (2)Customer Satisfaction is strongly affected directly by Per- ceived Value of customer and indirectly by Chengxin in Su- permarket's Management,However,the international influ- ence of the Customer Satisfaction and Customer Loyalty is not notable.