A STUDY ON THE IMPACT OF PERCEIVED QUALITY OF CHINESE HOME APPLIANCE ON CUSTOMER
SATISFACTION
A Dissertation Submitted to
Nanjing University of Finance and Economics For the Academic Degree of Master of Management
BY
Wang Fei
Supervised by
Professor Qiao Jun
School of Marketing & Logistics
Nanjing University of Finance and Economics
November 2012
学位论文独创性声明
此论文是本人在导师指导下进行的研究工作及取得的研究成果。文中除了特别加以标注和致谢的地方以外外，不包含他人或其它机构已经发表或撰写过的研究成果。其他同志对本研究的启发及所做的贡献均已在论文中作了明确的声明并表达了谢意。
作者签名：日期：
学位论文使用授权声明
本人完全了解南京财经大学有关保留、使用学位论文的规定，即：学校有权保留送交论文的复印件，允许论文被查阅和借阅；学校可以公布论文的全部或部分内容，可以采用影印、缩印或其它复制手段保存论文。保密的论文在解密后遵守此规定。
作者签名：导师签名：日期：
摘要
我国家电市场品牌竞争出现了日益同质化态势，目前我国家电品牌前十名品牌产品销量已经占国内家电总量的百分之九十以上，并且销售前三名的品牌均为本土品牌，基于此有学者认为本土家电品牌价
值已经超过了国外家电品牌。但也有学者认为不能仅以销售份额来判定品牌价值，自主研发和消费者感知更为重要，我国本土家电品牌价值在消费者心目中是何种状态，需要一套完整的测评体系以通过顾客的感知评价来进行测定。本文针对消费者感知质量进行满意度测评，通过量化方法界定了目前国内外家电品牌的感知质量以及通过实证研究验证了感知质量量表应用到家电品牌层面的可行性，结合产品的有形属性和无形服务来构建家电品牌感知质量的顾客满意评价体系，利用层次分析法（AHP）给予各层次权重打分，通过实证比较了代表性家电品牌在产品层面的具体指标对顾客满意影响的排序，为本土家电品牌提升品牌价值和顾客满意度提供理论参考和实践指导。
本文选取家电行业具有代表性的品牌西门子与海尔的两大家电品牌作为研究对象。通过SPSS等统计软件对两大品牌进行了品牌价值的数量化比较，经过验证得出了家电品牌感知质量的五大维度均对顾客满意有正相关的影响，按照影响权重排序依次为有形性（0.4890）、保证性（0.2016）、可靠性（0.1755）、响应性（0.0922）和移情性（0.0417），即改造后的感知质量量表能够有效地测量家电品牌产品的感知质量的满意度得分。此外，本研究还将西门子家电和海尔家电两大产品的最终得分进行了对比分析，具体得分为海尔洗衣机  4.2159、冰箱4.1712、西门子冰箱4.0541、洗衣机4.0399。分析结果表明，总体来说海尔所代表的本土家电品牌给予顾客的满意感受要高于西门子所代表的国外家电品牌；西门子冰箱所提供的服务感知满意度高于其洗衣机，海尔则是在洗衣机领域要优于冰箱。最后本文还针对具体维度进行了详细的对比分析，发现西门子在除有形性以外的维度中要优于海尔，但是海尔凭借其产品的设计和颇具竞争力的性价比赢得了顾客较高评价。
本研究通过定量方法较早地将修正后的SERVQUAL量表引入到家电领域，通过验证其适用性扩大了SERVQUAL量表的使用范围。同时通过对本土家电品牌感知质量的满意度测定得出本土家电品牌与国外家电品牌的具体得分，为本土家电品牌在品牌推广中发现不足从而扬长避短地发挥自身竞争优势提供了数量化的理论支持。
关键字：感知质量；顾客满意；家电品牌
ABSTRACT
China's domestic home appliance brand and overseas home appliance brand in home appliance domain have appeared to be increasingly homogenization of the competitive situation.China's domestic home appliance brand product sales has accounted for nearly seventy percent of the domestic home appliance top ten total sales. Some scholars think that based on the domestic home appliance brand value is higher than the overseas home appliance brand,succeeding in the forefront of the domestic home appliance brand,however some other scholars insist that we can't just use sales market share to determine brand value. So after ten years of development what kind of status our domestic home appliance brand value at in the consumers' mind still need a complete set of evaluation system to determine through the customer's perception evaluation. This study hopes to u
se the empirical analysis on consumers' perceived quality satisfaction grade evaluation and the quantitative method to test the perceived quality of actual size for home and abroad home appliance brand , at the same time that to test the feasibility of SERVQUAL scale applied to home appliance brand products through empirical study, so as to further expand the scale in the field of home appliance use range.It also wish to build home appliance brand of perceived quality evaluation system by really combined the product of tangible and intangible service attributes, finding specific index to the influence of customer satisfaction index sort in the home appliance brand product level, then provide specific theoretical reference and practical guidance for home appliance brand to increase brand value and customer satisfaction.
This article selects the home appliance industry representative brand Siemens and haier's two electric brand as the research object, based on the predecessors for perceived quality research results, constructing China's household electrical appliance brand perceived quality measurement scale, and compare the two brands for the brand value of the quantification through the SPSS statistical software, and further discusses the perceived quality of customer satisfaction of the specific impact. The study concluded that five dimensions of home appliance brand perceived quality (tangibles, reliability, responsiveness, ensurance and empathising) has a positive influence on custo
mer satisfaction, confirming that the transformation of the perceived quality scale can effectively measure appliance brand product perceived quality satisfaction score. In addition, this study also analyzed the final score of Siemens electrical
appliances and haier electrical appliances’two major products. The analysis results show that overall the haier represented local home appliance brand give customer better satisfaction feeling than Siemens represented foreign home appliance brand; the perceived satisfaction provided by Siemens refrigerators services is higher than its washing machine, haier’s the washing machine product is higher than the refrigerator. Finally this paper also analyzed a detailed contrast on specific dimensions, finding that Siemens is superior to haier except of the dimensions of tangibles , but haier finally win the customer heart with its product design and competitive price.
This study early introduced SERVQUAL scale into the field of home appliance, to expand the scope of application of the SERVQUAL scale by verifying the applicability. At the same time it shows the specific points of domestic home appliance brand with overseas home appliance brand by measuring the domestic home appliance brand perceived quality satisfaction in order to offer quantification theoretical support for the local home appliance brand to find insufficient in the brand promotion and foster strengths and circumvent weaknesses in order to play their own competitive ad
vantage.
KEY WORDS: perceived quality; customer satisfaction; home appliance

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