| 体育用品品牌顾客满意影响因素实证研究 |
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| 引用本文： | 张钰.体育用品品牌顾客满意影响因素实证研究[J].中国体育科技,2011,47(6). |
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| 作者姓名： | 张钰 |
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| 作者单位： | 大连理工大学体育教学部,辽宁大连,116024 |
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| 摘 要： | 探讨体育用品品牌顾客满意的影响因素,提高体育用品企业竞争力.选取辽宁省12所高校的大学生作为实证研究对象,在回顾相关文献的基础上,运用因子分析、结构方程方法进行实证研究.研究表明,产品质量对顾客满意有直接的正向影响；品牌形象对顾客满意有直接的正向影响；产品质量通过品牌形象对顾客满意产生间接的正向影响；服务质量通过品牌形象对顾客满意产生间接的正向影响.
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| 关 键 词： | 体育用品 顾客满意 产品质量 服务质量 品牌形象 实证研究 |
An Empirical Study on Customer Satisfaction Factors of Sports Goods Brand |
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| ZHANG Yu.An Empirical Study on Customer Satisfaction Factors of Sports Goods Brand[J].China Sport Science and Technology,2011,47(6). |
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| Authors: | ZHANG Yu |
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| Institution: | ZHANG Yu Dalian University of Technology Dalian 116024 China. |
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| Abstract: | Exploring customer satisfaction factors of sports goods brand in order to improve sporting goods enterprise competitiveness.Students from 12 colleges and universities in Liaoning province were selected as research subjects.Based on literature review,factor analysis and structural equation modeling(SEM) were adopted in empirical study.Conclusions:Product quality had directly positive influences of customer satisfaction.Brand image had directly positive influences of customer satisfaction.Brand image mediates... |
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| Keywords: | sports goods customer satisfaction product quality service quality brand image empirical study |
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