国内自主品牌家用轿车的品牌形象对客户忠诚度的影响

摘要

At present,the family car companies with domestic independent brand are not only facing the huge development opportunity,but also need to face the fierce market competition at the same time.This paper finds there are significant positive impact of brand image on customer satisfaction,perceived value and loyalty through the em-pirical study,and there are significant positive effect about the customer perceived value and satisfaction on loyalty. The family car companies with domestic independent brand should not only pay attention to increase the hard power such as quality of the products in the competition with foreign brands,but also make great efforts on the soft power such as brand marketing ability,and make efforts to provide excellent environment in 4s shop to create the good ex-perience of pre-sale and after-sales service for customers.%目前，国内自主品牌家用轿车企业面临着巨大的发展机遇，但同时面对激烈的市场竞争。通过实证研究发现，品牌形象对客户满意度、感知价值和忠诚度均存在显著的积极影响，而且客户感知价值和满意度对忠诚度也存在显著的积极影响。国内自主品牌家用轿车企业在与国外的品牌竞争时不仅要注重产品质量等硬实力的提升，还应该在品牌营销能力等软实力方面下功夫，努力创造优良的4S 店环境，营造客户愉悦的售前、售后服务体验。