快递服务质量和顾客重复购买意愿影响的关系研究

发布时间：2018-06-05 15:43

本文选题：快递服务质量 + 顾客满意　；参考：《华南理工大学》2015年硕士论文

【摘要】：在互联网和物联网全面发展的今天,电子商务(E-commerce)已经成为人们生活的必需品,各大产业也都在进行020模式和“Internet+”的转型。消费者的购物行为已经从实体店转向网上商城,又从单一的网上商城转变为线下体验、线上购买的020模式。网上商城不仅能够提供更为廉价的商品,而且品种多样,方便快捷,只要网络畅通,网上购物可以说随时随地,不受时空限制,这时快递服务业就显得尤为重要了。随着淘宝、天猫、聚美优品、乐峰、唯品会等网上商城的快速崛起,快递服务业也迅速发展起来,各快递企业几乎已在各大中城市全覆盖,特别是顺丰、申通和韵达。在物联网、信息技术、交通运输全面跟进的年代,快递服务质量不仅成为影响顾客重复购买的关键因素,而且决定着快递企业自身的生存和发展。因此,如何提高快递服务质量成为学术界和企业共同关注的热点话题。基于此,本研究将顾客满意(MYCD)作为中介变量,用实证研究法来探讨快递服务质量与顾客重复购买意愿(CGYY)之间的影响关系。并据此采取改进措施来提高快递公司的服务质量,为网上商城选择物流服务端或提高物流服务质量提供指导。整个研究模型由自变量(快递服务质量的五个维度)、中介变量(顾客满意)、因变量(客户重复购买意愿)三部分组成。本研究通过问卷的试用,来确定正式的调查问卷。又通过线上发放和讲座现场、会议现场发放的形式,共发放问卷300份,收回247份,剔除那些明显不合格的问卷,获得有效问卷228份。研究结果显示,在顾客满意(MYCD)的中介作用下,投递质量(TDZL)对顾客重复购买意愿(CGYY)的影响不显著,其他四个质量维度对其影响都很显著,显著程度次序为:沟通质量(GTZL)、交付质量(JFZL)、订购质量(DGZL)和误差处理质量(WCZL)。
[Abstract]:With the overall development of Internet of things and Internet of things, E-Commerce has become a necessity of people's life, and all the major industries are undergoing the transformation of 020 mode and "Internet". Consumers' shopping behavior has changed from physical stores to online shopping malls, and from a single online shopping mall to offline experience, online purchase 020 model. Online shopping mall can not only provide cheaper goods, but also variety, convenient and fast, as long as the network is smooth, online shopping can be said to be anytime, anywhere, not subject to space-time restrictions, at this time express service is particularly important. With the rapid rise of Taobao, Tmall, Jumei, Lefeng, VIPSHOP and other online shopping malls, express service industry has also developed rapidly. All express delivery enterprises have almost been covered in large and medium-sized cities, especially Shunfeng, Shentong and Yunda. In the era of Internet of things, information technology and transportation, the quality of express delivery service not only becomes the key factor that affects customers' repeated purchase, but also determines the survival and development of express delivery enterprises themselves. Therefore, how to improve the quality of express delivery service has become a hot topic of common concern for academia and enterprises. Based on this, this study takes MYCD (customer satisfaction) as an intermediary variable and explores the relationship between the quality of express delivery service and the willingness of customers to buy repeatedly by using empirical research method. Based on the above measures, some improvement measures are taken to improve the service quality of express delivery companies, and to provide guidance for online shopping malls to select logistics service terminals or improve logistics service quality. The model consists of three parts: independent variable (five dimensions of service quality), intermediary variable (customer satisfaction) and dependent variable (customer willingness to repeat purchase). Through the trial of the questionnaire, this study determines the formal questionnaire. In the form of online distribution and lecture scene and conference scene, a total of 300 questionnaires were distributed, 247 copies were recovered, 228 valid questionnaires were obtained by eliminating those obviously unqualified questionnaires. The results show that the effect of TDZL on the repeated purchase intention of customers is not significant, but the other four quality dimensions have a significant effect on it. The order of significance is: communication quality / GTZL, delivery quality / JFZL, order quality / DGZL) and error handling quality / WCZL /.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F259.2

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