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1、 Part 1 IntroductionSince having joined the WTO, department store industry in China faces new challenges. The sales of department store was in absolute dominance in retail business with a proportion of 80% for a long time. However, as the market changed, department store industry in China fell to a
2、low point.Does customer loyalty have an impact on department store brand image? And what should the department stores do to sustain and improve customer loyalty through improving their brand image?What are the factors which have an impact on the brand image of department stores? And how do they affe
3、ct ?Part2 The relevant theories and literature reviewThe store image involves convenience, atmosphere, history, self-concept and commodities, price, service,etc. (Hopkins,2001)Rank of the dimensions of department store image is: atmosphere, service, convenience, reputation, sales, past experience, e
4、tc. (Thang, Tan 2003)The store image involves four dimensions: commodities, stores, service and promotion. (Davis J. 2006)Building favorable store image is helpful to improve customer loyalty. (Kunkel, Berry 1968)The evaluation of the store image plays an important role in estimating customer loyalt
5、y. And the store image affects customer loyalty directly. (Samli, Sirgy 1995)A great deal of studies have shown that the store image has a direct impact on the purchase will. (Grewal ,1998)Jiang Minghua and Guo Lei(2003)made an empirical research on store image and perceived quality of manufacturer-
6、owned brand.Wu Changshun and Fan Shiping (2004) studied the factors which affected the image of department store and supermarket. Wang Yafei and Yu Kunzhang(2006) explored the effect of store image on consumer behavior.Wang Haiqun (2006)made an empirical research on customer satisfaction and custome
7、r loyalty, pointing out that the store atmosphere, location, facilities, prices and services affected consumer behavior. Chih-Hon Chang and Chia-Yu Tu (2005,Taiwan)studied the effect of brand image on customer satisfaction and customer loyalty in service industry.Store imagelProductlConveniencelServ
8、icelActivitiesCustomer satisfactionCustomer loyaltyPicture 1 Chih-Hon ChangChia-Yu Tu (2005, Abbreviation C&T modelService brand imagelProducts features lService qualitylService convenience lShopping environmentlPsychological tendency Picture 2 C&T Correction Model of department store industryCustom
9、er satisfactionCustomer loyaltylAttitude loyalty lBehavior loyalty Part3 Model and Hypothesis Table 1 Industry based on the department storeC & T research correction model assumptionsLabelHypothesisH1Characteristics of goods in department store had a Significant positive association with customer lo
10、yaltyH2Quality of Service in department store had a Significant positive association with customer loyaltyH3The convenience of department store had a Significant positive association with customer loyaltyH4shopping environment in department store had a Significant positive association with customer
11、loyaltyH5Customer psychological tendency to department store had a Significant positive association with customer loyaltyH6Department store brand image perception had a Significant positive association with Customer satisfactionH7Customer satisfaction had a Significant positive association with cust
12、omer loyalty4Study design and data analysis 1. Market research and data acquisition Investigating 140 enterprise management students who have been to shopping malls ,by forecasting, we perfected the department stores, eventually formed brand image scale formal questionnaire .Formal questionnaire too
13、k Likerts fifth scale .The investigation last from July 2007 to the end of August. The way to collect was field investigation of consumer after shopping. This investigation sent 350 questionnaires ,recycled 318 questionnaires. Valid questionnaires were 318,except invalid questionnaires. The ratio of
14、 effective recovery was 87.43%.2. Scale reliability and validity testing1、Scale Characteristics of goods inspection。Attributes of goods of the Department Stores, including the basic attributes of goods, brand attributes and properties of three sub-dimensions of the price.2、Service quality scale test
15、. Department store quality of service received by service personnel and post-purchase services to reflect the two aspects.3、Department stores to facilitate inspection of Scale. The convenience of the perception from the department store customers can explain by geographic location, infrastructural f
16、acilities and check the efficiency of three dimensions.4、Shopping environment scale test. Department store shopping environment can be explained by the layout and the environment clean and tidy.5、Psychological tendency to scale test. Department stores to bring about the psychological tendency of cus
17、tomers mainly by well-known, familiar with the flu and trust to explain the three dimensions.6、Customer Satisfaction Scale test. Customer satisfaction have impact on customer loyalty.7、Customer loyalty scale test. Customer loyalty can be explained by attitude loyalty and behavior loyalty3Correlation
18、 Analysis1. Analyze the correlation between Department Store Brand Image Customer loyalty Customer Satisfaction Commodity Characteristics Pearson Correlation.197*Sig. (2-tailed).041Service Quality Pearson Correlation.202*Sig. (2-tailed).044Convenience Pearson Correlation.218*Sig. (2-tailed).045Shopp
19、ing EnvironmentPearson Correlation.258*Sig. (2-tailed).017Psychological TendencyPearson Correlation.294*Sig. (2-tailed).006 (* indicates 0.01 significantly level, * indicates 0.05 level significantly, the same below ) As can be seen from above the table, at 0.01 significant level, commodity characte
20、ristics, service quality, convenience, shopping environment and psychological tendency are positively correlated with customer loyalty. Assumptions H1-H5 are supported.2. Analyze the relation between Department Store Brand Image Customer Satisfaction Customer SatisfactionCommodity CharacteristicsPea
21、rson Correlation.197*Sig. (2-tailed).041Service QualityPearson Correlation.202*Sig. (2-tailed).044ConveniencePearson Correlation.218*Sig. (2-tailed).045Shopping EnvironmentPearson Correlation.258*Sig. (2-tailed).017Psychological TendencyPearson Correlation.294*Sig. (2-tailed).006 As can be seen from
22、 above the table, at 0.01 significant level, the psychological factors of department store brand are positively correlated with customer satisfaction; at 0.05 significant level, the product characteristics, service quality, convenience and shopping environment and customer satisfaction are positivel
23、y correlated with customer satisfaction. Customer Satisfactiondepartment store brand imagePearson Correlation.294*Sig. (2-tailed).006 The table shows that at significant level of 0.01, the department store brand image and are positively correlated with customer satisfaction, that is, the better cust
24、omers apperceive department store brand image, the higher their satisfaction and thus support the assumption H6.Analyze the relation between Department Store Brand Image Customer Satisfaction3. Analysis between customer satisfaction and customer loyalty Behavior loyalty Attitude loyaltyCustomer loya
25、ltyCustomer satsifactionPearson Correlation.303*.272*.314*Sig. (2-tailed).005.012.003It is showed from the related data result, at the obvious level of 0.01, customer satisfaction has positive relativity with behavior loyalty, at the obvious level of 0.05, customer satisfaction has positive relativi
26、ty with attitude loyalty. Besides, at the obvious level of 0.01,customer satisfaction has positive relativity with customer loyalty, it means department stores customer satisfaction has positive and obvious influence on customer loyalty, so the hypothesis can be proved. 1.the regressive analysis of
27、department store brand image on customer loyalty The result of regressive analysis shows that, service quality enter into the model firstly, which illuminates this variable do the biggest contribution to customer loyalty. Then shopping environment、psychology preference、commodity characters enter int
28、o the regressive model in turn, convenience enter last into the model, which means shopping environment、psychology preference、commodity characters、and convenience do the degressive contribution to the customer loyalty. (4) multi regressive analysisIn the eye of the order of Department Stores Brand I
29、mage factors involved in the model, Shopping Environments is the first one, which shows that it is the largest contribution factor to customer satisfaction. Then followed by Psychological Tendency, Quality of Service, Commodity Characteristics, and the last one is Convenience, which shows the contri
30、bution of Psychological Tendency, Quality of Service, Commodity Characteristics and Convenience to customer satisfaction in turn reduces. Customer Satisfaction = 0.417 Shopping Environments +0.384 Psychological Tendency +0.373 Quality of Service+0.306 Commodity Characteristics +0.265 Convenience. 2.
31、 The regression analysis of customer satisfaction on Department Stores Brand Image 3. The regression analysis of Customer Loyalty on Customer satisfaction Multiple regression analysis results show that: Customer loyalty= 0.483 customer satisfaction, that means customer satisfaction of department sto
32、re has a significant positive impact on customer loyalty .4. The intermediary function analysis of customer satisfaction Before customer satisfaction is involved, the regression analysis of customer loyalty on all factors of Department Stores Brand Image is totally significant. When customer satisfa
33、ction involved in, the direct impact of all factors of Department Stores Brand Image on customer loyalty reduces greatly. This proves that customer satisfaction obviously plays an intermediary role in the impact of Department Stores Brand Image on customer loyalty. Table 18 test results of C & T Res
34、earch correction modellableHypothesisresultH1Characteristics of goods in department store had a Significant positive association with customer loyaltyconsistentH2Quality of Service in department store had a Significant positive association with customer loyaltyconsistentH3The convenience of departme
35、nt store had a Significant positive association with customer loyaltyconsistentH4shopping environment in department store had a Significant positive association with customer loyaltyconsistentH5Customer psychological tendency to department store had a Significant positive association with customer l
36、oyaltyconsistentH6Department store brand image perception had a Significant positive association with Customer satisfactionconsistentH7Customer satisfaction had a Significant positive association with customer loyaltyconsistentTable1 The hypothesis of C&T correction model based on department store i
37、ndustry LabelHypothesisH1The products features in department store have a significant positive effect on customer loyalty H2The service quality in department store has a significant positive effect on customer loyaltyH3The service convenience of department store has a significant positive effect on
38、customer loyalty H4The shopping environment of department store has a significant positive effect on customer loyalty H5The psychological tendency of customer has a significant positive effect on customer loyalty H6The brand image perception of customer has a significant positive effect on customer
39、satisfaction H7Customer satisfaction of department store has a significant positive effect on customer loyalty Department store brand image, which contains five factors: products features, service quality, service convenience, shopping environment and psychological tendency, has a positive relations
40、hip with consumer loyalty: 1Products features have a positive relationship with consumer loyalty;2 Service quality has a positive relationship with consumer loyalty; 3Service convenience a positive relationship with consumer loyalty; 4Shopping environment has a positive relationship with consumer lo
41、yalty; 5Psychological tendency has a positive relationship with consumer loyalty;6Department store brand image has a positive relationship with consumer satisfaction;7Consumer satisfaction has a positive relationship with consumer loyalty.Conclusion and Future(1) Department stores can take measures
42、to improve brand image from the products features, service quality, convenience, shopping environment and the psychological tendency, especially from the dimension of psychological tendency.(2) The results show that the products features, service quality, service convenience, shopping environment an
43、d the psychological tendency have positive relationships with consumer loyalty. Department store brand image has a positive relationship with consumer satisfaction. Consumer satisfaction has a positive relationship with consumer loyalty.(3) We can evaluate department store brand image, which influen
44、ce customer loyalty, from products features, service quality, service convenience, shopping environment and psychological tendency.1.Conlusion(4)The department store brand image has a positive relationship with consumer loyalty, but the degrees of dimensions influence is different. Service quality h
45、as the strong influences to the customer loyalty.(5)The department store brand image has a positive relationship with consumer satisfaction, but the degrees of dimensions influence is different. Shopping environment has the strong influences to the customer satisfaction among the various dimensions.
46、(6)In the process of the influence between department store brand image and customer loyalty, customer satisfaction is a intermediary function. The brand image not only influences customer loyalty directly , but also has a indirect impact on consumer loyalty through customer satisfaction. 2.Research
47、 limitation (1)Because of the restricted conditions, the data used in this study was only from surveys of consumers in Nanjing, and the results possibly was limited by the regional culture.(2)This study only explored the effect of brand image on customer loyalty, but did not involve all the factors
48、which influence customer loyalty (3)This study only used customer satisfaction as an intermediate variable in analysis of the relationship between brand image and customer loyalty. More antecedent variables should be added and more comprehensive and detailed research and analysis should be made to l
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