Zara Customers Satisfaction Survey

In: Business and Management

Submitted By Phoebe233
Words 1361
Pages 6
改革与管理

以 ZARA 为例对品牌服装顾客满意度分析


胜 a,邬关荣 b

(浙江理工大学 a. 服装学院;b. 经济管理学院,杭州 310018 )

摘要:以顾客满意度为切入点,运用理论构造顾客满意度理论模型,通过问卷调查分析 ZARA 服装的顾客满意度,进而研究

ZARA的全新运营模式。
关键词:品牌服装;满意度;ZARA
中图分类号:F768.3

文献标识码:B

文章编号:1001-7003 (2009 )03-0009-03

菲利普 科特勒把顾客满意度定义为:一个人通过
·

因此, 研究品牌服装顾客满意度分析的根本目的

对一个产品的可感知效果 ( 或结果 ) 与他的期望值相比

就是要找出我国服装品牌在走向差异化和国际化的进

较后所形成的愉悦或失望的感觉状态 ,顾客满意度的

程中所需要进行研究和讨论的重要内容。

高低将会决定顾客今后对供方的续行动 ,正面行动如

1

忠 诚 、重 复 购 买 、赞 美 、推 荐 给 其 他 人 等 ,负 面 行 动 如

1.1

停止再购买、索赔、攻击等。 服装零售顾客的满意度是

研究构架
理论模型
顾客满意度指数测评体系的理论模型包括输入变

针对服装零售顾客消费服装产品之后对服装企业产

量和输出变量两部分(图 1 )。 输入变量包括顾客对产

品心理感受的描述。 一般情况下,顾客在购买服装企

品质量、服务质量的感知,以及顾客对产品、服务的期

业的产品时,会对服装产品质量属性,如款式、工艺质

望等;这些输入变量引致出多个输出变量,如顾客满意

量 、舒 适 性 、合 体 性 ,价 格 、品 牌 、广 告 、店 铺 陈 设 和 服

度指数、顾客抱怨以及顾客忠诚,形成理论模型的输出

务水平等因素进行评价, 如果达到预期就会决定购

变量。

买 ,而 在 购 买 之 后 的 消 费 经 历 中 ,顾 客 会 将 实 际 的 消
费感受与购买时的预期进行比较,从而决定顾客对企
业产品的满意程度。

1989 年 , 美 国 密 歇 根 大 学 商 学 院 质 量 研 究 中 心
费 耐 尔 博 士 提 出 了 由 顾 客 期 望 、购 买 后 的 感 知 、购 买

图1

1.2

顾客满意度指数理论模型

指标构成

的价格等多因素组成的计量经济学的逻辑模型。 同

顾客满意度测评指标体系是一个多指标的结构

年,瑞典首先运用费耐尔博士设计的顾客满意度指数
模型。 美国顾客满意度指数模型与瑞典指数模型相

(表 1 )。 每一层次的测评指标都是由上一层测评指标
展开的, 而上一层次的测评指标则是通过下一层测评

比,不同之处在于增加了感知质量这个结构变量 。 同

指标的测评结果反映出来的,其中“顾客满意度指数”

美国模型相比,欧洲的顾客满意度指数模型中增加了
形 象 这 个 结 构 变 量 ,去 掉 了 用 户 抱 怨 ,将 感 知 质 量 分
成 2 个 部 分 :感 知 质 量 1 为 感 知 硬 件 质 量 ,感 知 质 量

2 为感知软件质量。 对 于 有 形 产 品 来 说 ,感 知 硬 件 质
量 为 产 品 本 身 质 量 ,感 知 软 件 质 量 为 服 务 质 量 ;对 于
服 务 产 品 来 说 ,感 知 硬 件 质 量 为 服 务 属 性 质 量 ,感 知
软件质量代表在服务过程中同顾客交互作用的一些
因 素 ,如 服 务 提 供 人 员 的 行 为 、语 言 、态 度 、服 务 场 所

是总的测评目标。 实际上建立顾客满意度测评指标体
系,主要是设定测评指标体系中的三级指标。

1.3

顾客满意度指数测评指标主要采用态度量化方
法,用李克特量表来赋值。 为了便于测量顾客的满意状
态, 本研究假定顾客能根据购买预期与消费感受的比
较结果,对满意状态进行量化打分。

2
2.1

环境等因素。

问卷设计

ZARA 服装顾客满意度分析
问卷调查
顾客作为终端资源, 已经成为服装品牌企业相互

收稿日期:2008-12-04 ;修回日期:2009-02-25

竞争的焦点。 定期测量顾客满意度,成为大型服装品牌

基 金 项 目 :浙 江 省 科 技 厅 基 金 项 目 (2008C25018 );杭 州 市

企 业 监 控 目 标 市 场 的 重 要 手 段 。 ZARA 作 为 西 班 牙

科技局基金项目(20081634M29 )

inditex 集团旗下,全球排名第三、西班牙排名第一的服

作 者…...

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