Study On The Effects Of Multichannel Retailers' Service Quality On Retailers' Brand Equity

Driven by consumption upgrade and innovative technologies,online and offline channels no longer exist in isolation,Gradually form a consumer whole.Retail competition gradually permeates to both physical and virtual consumer areas.Retailers accelerated the pace of their online and offline expansion,the trend of consolidation of actual situation becomes more apparent.Such as Suning,Watsons,UNIQLO and Argos have all expanded their online businesses.Meanwhile,pure-e-commerce companies such as JD and Amazon have also started the pace of deploying offline retail networks,Wheat Shop combines artificial intelligence with big data Emerging retail models,such as unattended retail in which Internet genes are tightly integrated,are beginning to enter the market.China E-Commerce User Experience and Complaint Monitoring Report released by China E-Commerce Research Center in 2017,shows that online retailing has become the "hardest hit area" in consumer complaints.Among them,multichannel retailers such as Suning,JD,Gome and Amazon are among the Complaints top 10,showing multichannel retailers' service quality issues should not be ignored.In the background of multichannel retail,we will grasp consumer trends,integrate online and offline channels reasonably,enhance the quality of multichannel retailers' service,attract consumers and increase customer loyalty,to attract more consumers to multichannel retailers' brands and build up brand value,enhance brand equity has become the key competition.This research based on the multichannel retail customer perspective,this article aims to study the impact of multichannel retailers' service quality on multi-channel retailer brand equity.Based on the results of researchers' existing research both home and abroad,make multichannel retailers' service quality as a pretext,multichannel retailers' brand equity as a result,customer trust and customer satisfaction as intermediaries,store image consistency as a regulation Research hypothetical model.On the basis of sorting out the Chinese and foreign documents,this paper makes a conceptual definition and dimension division of the research variables in this paper,and determines the scale of multichannel retailers' service quality and its three sub-dimensions,collects the research data through the questionnaire survey method,SPSS20.0 and AMOSA20.0 software descriptive statistical analysis,hypothesis testing and model validation analysis.The results show that: the quality of multi-channel retail service and its three sub-dimensions(traditional service quality,electronic service quality,integrated service quality)have a significant positive impact on the brand equity of retailers;the quality of multi-channel retail service separately influences customer trust and customer Satisfaction,traditional service quality,electronic service quality and integrated service quality all have significant positive impact on customer trust and customer satisfaction respectively.Customer trust and customer satisfaction influence on retailer brand equity in multi-channel retailers' service quality and its sub-dimensions Play a part of the mediating role;congruity between online and offline stores in the multichannel retailers' service quality affect customer trust and customer satisfaction play a positive role in the process of adjustment,while the consistency of the store image in the traditional quality of service and customer trust,customer satisfaction,e-service quality and customer trust,integrated service quality and customer satisfaction play a positive regulatory role;and congruity between online and offline stores in the integration of quality and customer trust,electronic service quality and customer satisfaction between the regulatory effect is not significant.