¿Cómo influyen las experiencias de compra en tiendas y en línea en las intenciones de recompra en Shandong, China? Los roles del valor percibido, la confianza en la marca y la satisfacción del cliente
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Ver abstracta en PubMed
Resumen
Este resumen es generado por máquina.Los minoristas omnicanal en China pueden aumentar la lealtad del cliente centrándose en las redes sociales, el ambiente de la tienda, la mercancía y la calidad del servicio. Estos factores mejoran el valor percibido, lo que aumenta la satisfacción del cliente, la confianza en la marca y las intenciones de recompra.
Área De La Ciencia
- Estrategia de las empresas
- Comportamiento de los consumidores
- Gestión minorista
Sus Antecedentes
- La retención de clientes es fundamental para los minoristas omnicanal en el mercado competitivo de China.
- La comprensión de los factores que influyen en las intenciones de recompra es esencial para el éxito empresarial.
Objetivo Del Estudio
- Identificar los factores clave que influyen en las intenciones de recompra de los clientes en el comercio minorista chino.
- Proponer y probar un marco para la eficacia de la estrategia minorista omnicanal.
Principales Métodos
- Encuesta en línea con 305 consumidores chinos.
- Validación de datos mediante análisis factorial, análisis factorial de confirmación y modelado de ecuaciones estructurales.
Principales Resultados
- Las redes sociales, la atmósfera de la tienda, la calidad de la mercancía, la calidad del servicio y la percepción del precio impactan significativamente el valor percibido.
- El valor percibido media la relación entre estos factores y la satisfacción del cliente / confianza en la marca.
- La satisfacción del cliente y la confianza en la marca influyen positivamente en las intenciones de recompra.
Conclusiones
- La optimización de la experiencia del cliente a través de un enfoque estratégico en los factores identificados mejora la lealtad.
- El estudio proporciona información útil para que los minoristas omnicanal chinos mejoren sus estrategias.
- Los resultados apoyan la mejora de la lealtad de los clientes y las intenciones de recompra en los mercados competitivos.
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