Research On The Influence Of Omni-Channel Retail Brand Service Quality On Consumers' Purchase Intention

Against the background of the rise of emerging technologies and comprehensive upgrading of consumption,the retail industry,as a service field covering multiple scenes of public life,is undergoing transformation and transformation.Traditional brick-and-mortar brands start to expand online business,while e-commerce enterprises lay out offline experience stores.More and more retail brands try to break down the channel barriers and develop towards the unbounded and intelligent retail model.In the era of consumer sovereignty,the important reform of omni-channel retail should focus on "people" themselves,take root in the fertile soil of practical effect,and provide consumers with high-quality products and services.Service quality comes from consumer perception evaluation,which should be measured according to consumers' subjective experience.Therefore,service quality often directly affects the image of the brand in consumers' mind and involves the construction of the relationship between the brand and consumers.This study starts with the service quality of omni-channel retail brands,and based on the existing achievements,conducts a survey on consumers,and analyzes the service quality,experience value and consumers' purchase intention of omni-channel retail brands.In this paper,the total retail channels,service quality,the experience value and purchase intention for generalizes the research achievement,on the basis of theory,combined with the actual situation of service quality can be divided into the store Settings,staff interaction,page design,safety,integration and logistics to meet six dimensions,the experience value is divided into two dimensions,functional value and emotional value based on S-O-R model,build the research model of the three,put forward the research hypothesis.By means of questionnaire survey,the research data were collected,SPSS software was used for data processing,and further analysis was carried out.The findings are as follows: the storefront setting,employee interaction,page design,security,integration and logistics satisfaction in service quality have a positive impact on consumers' purchase intention.Service quality has positive influence on functional value.Service quality has positive influence on affective value.Both functional and emotional experience value have positive influence on purchase intention.Both functional value and affective value play an intermediary role in the influence of service quality on consumers' purchase intention.On the basis of empirical research,this paper puts forward corresponding Suggestions on how to optimize service quality,strengthen brand marketing and communication,including: consolidating industrial service foundation,and strengthening consumer trust relationship;Implement experience marketing strategy and optimize interactive communication mode;Manage the brand contact points of all channels to widely enhance the influence;We will encourage collaborative creation and encourage innovation through communication.