服务便利对消费者感知服务质量、顾客满意度的影响研究

发布时间：2018-06-08 16:20

本文选题：服务便利 + 感知服务质量　；参考：《山东大学》2015年硕士论文

【摘要】：自进入21世纪以来,经济的发展使得产能过剩,企业间的竞争加剧,电子商务的快速崛起进一步加剧了企业间的价格竞争；同时信息技术的进步,提高了消费者获得信息的能力,消费体验替代价格成为消费决策的重要影响因素。服务便利作为消费体验的重要组成部分,成为企业下一个竞争优势的来源。因此,全面深入开展“服务便利研究”,有利于提高消费者的消费体验,帮助企业获得持续的成功。有关便利的研究最早由国外开始,从便利品的定义和讨论(Melvin T. Copeland 1923, AMA 1948, Richard Holton 1958,Bucklin 1963, Murphy and Enis 1986),到便利导向的提出与实证研究(Anderson 1971, Morganosky 1986),再到便利的维度研究(Yale、Venkatesh 1986, Brown 1989,1990, Berry 2002),都有学者进行了相应的研究。其中,著名营销学者贝利提出的服务便利模型是迄今为止最为全面的模型。国内对于便利的研究是从近几年开始的。郭国庆、杨学成(2005、2006)等学者将便利理论引入国内,并进行了便利研究的综述和基于超市背景的实证研究,并得出国内消费者对于便利的感知会因性别和受教育程度等因素的不同而产生不同的结论。由此,国内学者纷纷开始了对便利相关理论的研究。就目前已经取得的研究成果来看,国内外关于便利理论的研究较少。对便利的研究仍然处于起步阶段,所以他们的研究并不能解释便利的真正内涵。例如除时间、体力、脑力之外便利还应包含哪些维度,便利对顾客的满意度有什么影响,以及如何对消费者的时间支出和努力支出进行量化和测量等问题都是值得研究的新课题。国外著名营销学者贝利在提出的服务便利模型中写到消费者对服务便利的感知会对消费者的服务评价产生影响。服务评价涵盖了消费者满意度、消费者感知服务质量和消费者感知公平三方面的因素。鉴于此,本文以服务便利为课题,研究服务便利对感知服务质量和满意度的影响。本次研究本着科学严谨的研究态度和理论指导实践的研究原则,采用实证研究的方法,对服务便利进行了一次本土化的研究。研究并验证了服务便利对感知服务质量和顾客满意度的影响。首先,本文在文献阅读与分析的基础之上,构建了本文的研究模型,其次,结合专家意见和消费者意见提出了衡量服务质量的量表,并进行了验证。最后,本文实证分析了服务便利对感知服务质量和顾客满意度的影响。本文研究结论表明：1、服务便利与感知服务质量相关,并且有正向影响,2、服务便利与满意度相关,并且有正向影响；3、服务便利的五个维度分别与感知服务质量相关,并且有正向影响；4、服务便利的五个维度分别与满意度相关,并且有正向影响；最后,本文对研究结论进行了总结分析,得出了本文研究的营销启示,并对研究创新之处和不足之处进行了讨论。
[Abstract]:Since entering the 21st century, the economic development has made the overcapacity, the competition between enterprises intensified, the rapid rise of electronic commerce has further intensified the price competition among enterprises, at the same time, the progress of information technology, The ability of consumers to obtain information is improved, and the substitution price of consumption experience becomes an important factor in consumer decision-making. As an important part of consumption experience, service convenience becomes the source of the next competitive advantage. Therefore, it is beneficial to improve the consumer's consumption experience and help enterprises to obtain sustainable success. The study of convenience began as early as abroad. From the definition and discussion of convenience, such as Melvin TCopeland 1923, AMA1948, Richard Holton 1958-Bucklin 1963, Murphy and Enis 1986, to convenience oriented presentation and empirical research, Anderson 1971and Morganosky 1986, to the dimensional study of convenience, Yale Venkatesh 1986, Brown 1989 / 1990, Berry 2002. Among them, the model of service convenience put forward by famous marketing scholar Bailey is the most comprehensive model so far. Domestic research on convenience began in recent years. Guo Guoqing, Yang Xuecheng (2005 / 2006) and other scholars introduced convenience theory into China, and carried out a summary of convenience research and empirical research based on supermarket background. It is concluded that domestic consumers' perception of convenience varies with gender and educational level. As a result, domestic scholars have begun to study the theory of convenience. As far as the research results are concerned, there are few researches on convenience theory at home and abroad. The study of convenience is still in its infancy, so their research cannot explain the true meaning of convenience. For example, what other dimensions should convenience include in addition to time, physical strength, mental power, and what impact convenience has on customer satisfaction, And how to quantify and measure the consumer's time expenditure and effort expenditure is a new topic worth studying. Bailey, a famous foreign marketing scholar, wrote in the service convenience model that consumers' perception of service convenience will have an impact on consumers' service evaluation. Service evaluation covers three factors: consumer satisfaction, consumer perceived service quality and consumer perceived fairness. In view of this, this paper studies the effect of service convenience on perceived service quality and satisfaction. In the light of the scientific and rigorous research attitude and the research principle of guiding practice, this study adopts the method of empirical research to study the convenience of service in a local way. The effect of service convenience on perceived quality of service and customer satisfaction was studied and verified. First of all, based on the literature reading and analysis, this paper constructs the research model of this paper. Secondly, combined with expert opinion and consumer opinion, the paper puts forward a scale to measure the quality of service, and verifies it. Finally, this paper empirically analyzes the influence of service convenience on perceived service quality and customer satisfaction. The research results show that: 1, service convenience is related to perceived quality of service, and there are positive effects on service convenience and satisfaction, and there are positive effects on service convenience. The five dimensions of service convenience are related to perceived quality of service, respectively. And there is a positive impact, the five dimensions of service convenience are related to satisfaction, and have a positive impact. Finally, this paper summarizes and analyzes the conclusions of the study, and draws the marketing inspiration of this paper. At the same time, the innovation and deficiency of the research are discussed.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

【参考文献】