Research On The Relationship Among Corporate Image, Service Quality, And The Behavior After Shopping

With the development of the national economy and economic restructuring, the position of the service industry in the market is increasingly significant. In the same time, the management problems in service industries become more and more prominent. On the point of consumers consuming process; the quality of service is in the core position of this process. Domestic and foreign scholars explored the quality of service itself, influencing factors and the impact of service quality and got the conclusion that service quality directly affects customer satisfaction and loyalty. But the research has been limited to one aspect of the current study, the lack of process-based consumer buying behavior all process research. This article is based on the lack of research, proposes study of corporate image, the relationship between perceived service quality and purchase behavior. It also introduces the consumption of two important consumer attitudes process variables - customer expectations and consumer sentiment effects.Based on the above research, the author reviews the decision-making process of consumers purchasing theory. Through the theory of evolution process, the article pays attention to the affects of changes in consumer attitudes and mental activity on purchasing decision-making process and consumer behavior and establishes the relational model of corporate image, perceived service quality, after purchasing behavior based on consumers view. The model reflects consumers perception and action, whether corporate image, or the quality of service, is actually received by the consumer perception and experience to the state standards.Based on the theoretical model, the article selects the typical food and beverage industry in the service industry as a validation study of the object, combing with previous studies and Chinese cultural characteristics, establishing measurement of each variable's dimensions and items index. Through the observation of significant variables to measure the latent variable model. Metric scale establishing, through market research and sample data collecting, through the factor analysis test is proved that the designed questionnaire and the data are suitable for factor analysis. Factor analysis extracted by corresponding common factors establishes a structural equation model for further verifying the impact of each variable path. The analysis of AMOS, modifies the model, and finally obtained the conclusions. The results rejected the hypothesis H1 but other studies assumption items have been proven.