企业与消费者关系对顾客忠诚的影响研究

摘要

以零售业超市顾客为研究对象,通过建立线性结构关系模式,构建出企业与消费者关系、关系质量和顾客忠诚的整合框架,系统剖析其因果关系,并以关系质量作为中介变量探讨其对企业与消费者关系和顾客忠诚之间的中介作用.%This paper takes the retail supermarket customers as the research object to construct the integrated framework of relationship between enterprise and customers, relationship quality and customer loyalty through the establishment of linear structural relation model. The cause and effect relationship is analyzed systematically by taking relationship quality as intermediary variables to discuss intermediary effect on the relationship between the enterprise and the consumers and customer loyalty.