对汽车品牌的认知,强调预期的好处和功能,作为客户满意度的先决条件

K. Janoskova, Pavol Král, G. Popescu, Z. Rowland, K. Kramarova
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引用次数: 1

摘要

品牌管理对于提高现有顾客的忠诚度和获得新顾客有着至关重要的作用。产品品牌显著影响顾客的购物行为。许多顾客更喜欢品牌产品而不是非品牌产品。他们中的一些人一般更喜欢品牌产品;他们中的一些人只对选定的产品偏爱品牌产品。本文重点分析了斯洛伐克消费者对十大最喜欢的汽车品牌的看法,重点是质量,声望,形象和预期的利益和特征。本文的目的分为三个主要部分:i)根据对斯洛伐克消费者购买行为的影响找出选定的汽车品牌排名;Ii)评估选定的社会人口特征对预期收益的影响,以及对被调查者所选择的汽车品牌应该具有的特征的影响;Iii)确定受访者关注首选汽车品牌的主要原因。这些因素的相关性在2002年斯洛伐克共和国受访者的样本上进行了测试。经分析的数据是一项广泛调查的部分结果。采用相关分析、统计假设检验等数理统计方法来达到研究目的。根据一项调查,最具影响力的汽车品牌包括斯柯达和大众。特别是斯柯达品牌在斯洛伐克有着重要的地位,由于传统,历史和生产这些汽车的地方。
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Perception of car brands with an emphasis on expected benefits and features as prerequisites for customer satisfaction
Abstract Brand management plays a crucial role in increasing the loyalty of current customers as well as in gaining new customers. The product brand significantly influences shopping behaviour of customers. Many customers prefer branded products to non-branded ones. Some of them prefer branded products in general; some of them prefer branded products only for selected products. This paper is focused on the analysis of the perception of ten favourite car brands by Slovak consumers with an emphasis on the quality, prestige, image and expected benefits and features. The aims of the paper are divided into three main parts: i) find out the selected car brand rank based on the influence on the purchasing behaviour of Slovak consumers; ii) assess the impact of selected socio-demographic characteristics on the expected benefits as well as on the features that the respondent´s chosen car brand should have; iii) identify the main reason why respondents focus on preferred car brands. The correlation of these factors was tested on a sample of 2002 respondents from the Slovak republic. The analysed data represent a partial result of an extensive survey. The chosen mathematical-statistical methods such as correlation analysis and testing of statistical hypotheses were applied to fulfil the purpose of the research. Based on a survey, the most influential car brands include Skoda and Volkswagen. Especially the Skoda brand has a significant position in Slovakia, given by tradition, history and place of production of these cars.
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来源期刊
CiteScore
6.20
自引率
2.70%
发文量
25
审稿时长
10 weeks
期刊最新文献
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