基于大学生的网络购物环境中服务补救对顾客满意的影响研究

发布时间：2018-06-05 12:59

本文选题：网络购物 + 服务失误　；参考：《北京邮电大学》2012年硕士论文

【摘要】：随着互联网的发展日趋成熟,以网络购物为代表的网络化新型经济活动正以前所未有的速度在我国得到迅猛发展。与此同时,由于网络购物过程中,交易双方无法像传统零售店交易那样实实在在感受整个交易的过程,在时间和空间上出现分离。使得网络商家难以控制服务过程,网络购物中服务失误频频发生,成为制约网络购物市场发展的重要因素之一。然而目前有关网络购物服务失误与服务补救的研究仍比较有限,以往学者对服务补救的研究大多集中在医疗、餐饮和旅游行业。本研究在文献搜集和阅读的基础上,以在网络购物中经历过服务补救的大学生群体为研究对象,将传统行业的服务失误和服务补救理论扩展到网络零售环境中,构建了服务补救与顾客满意的关系模型。并在结果公平、程序公平和互动公平等感知公平的基础上进行拓展,引入了信息公平维度。与此同时,创新性的以补救期望不一致作为调节变量,推导研究了其对感知公平与顾客满意关系的影响。本文参考现有相关量表的基础上,结合网络购物的服务特点,针对性的设计了网络购物环境中的服务补救和感知公平关系量表。采用问卷调查的方法大量收集相关数据,并运用统计分析软件SPSS17.0和结构方程软件AMOS 17.0对这些数据进行专业统计处理与分析,包括前期预测试、描述性统计、信度分析、效度分析和结构方程模型分析等。分析结果表明：(1)在网络购物环境中,服务补救的有形补偿、响应的速度、道歉和补救的主动性四个维度对感知公平有显著的正向影响；(2)感知公平中的结果公平和互动公平与顾客满意呈现正相关；(3)补救期望不一致对顾客满意有正相关的影响；(4)补救期望不一致对感知公平与顾客满意关系的调节作用显著。基于上述研究,在实施服务补救的措施时,提高顾客对服务补救的赔偿、方式、态度等方面的公平感知,会大大提升顾客的满意度。同时重视补救互动的公平性,加强对一线的客服人员招聘培训。如果商家能够完善售后服务流程,使得顾客可自主按着流程对服务失误进行选择性处理,那么不仅可提高服务失误解决效率,还可减小一线客服人员工作量。此外,如果网络商家能对产品或服务进行详细客观的描述,会显著降低顾客因对产品期望过高而产生不满的可能性。
[Abstract]:With the growing maturity of the Internet, the network of new economic activities, represented by Internet shopping, is developing rapidly in our country at an unprecedented rate. At the same time, in the process of online shopping, the parties can not feel the whole process of the whole transaction, like the traditional retail trade, in time and space. It makes it difficult for network merchants to control the service process, and the service failure occurs frequently in the network shopping, which has become one of the important factors that restrict the development of the network shopping market. However, the research on the service failure and service remedies of the network shopping is still limited. The previous studies on service remedies are mostly focused on medical treatment and catering. And the tourism industry.
On the basis of literature collection and reading, this study takes the college students who have experienced service remedies in online shopping as the research object, and extends the service failure and Service Remedy Theory in the traditional industry to the network retail environment, and constructs a model of the relationship between service remedies and customer satisfaction. On the basis of equal perceived fairness, the information equity dimension is introduced. At the same time, the innovation of the remedial expectation inconsistency as an adjustment variable, derives its influence on the relationship between perceived fairness and customer satisfaction.
This paper, on the basis of the existing related scale, combined with the service characteristics of online shopping, designed the service remedies and perceived fairness relationships in the network shopping environment. A large number of relevant data were collected by the method of questionnaire survey, and the data were collected by the statistical analysis software SPSS17.0 and the structural equation software AMOS 17. Professional statistical processing and analysis, including pre - test, descriptive statistics, reliability analysis, validity analysis and structural equation model analysis.
The results show that: (1) in the online shopping environment, the physical compensation of service remedies, the speed of response, the four dimensions of apology and remedial initiative have a significant positive effect on perceived fairness; (2) there is a positive correlation between the result fairness and the interactive fairness in the perceived fairness and the customer satisfaction; (3) the remedial expectation disagreement is satisfactory to the customer. Positive correlation effects; (4) remedial expectation inconsistency has a significant moderating effect on the relationship between perceived fairness and customer satisfaction.
Based on the above research, in the implementation of service remedies, improving customer satisfaction in compensation, manner, attitude and other aspects will greatly improve customer satisfaction. At the same time, pay attention to the fairness of remedial interaction and strengthen the recruitment training for the front line customer service personnel. The selective processing of service failure according to the process can not only improve the efficiency of service failure, but also reduce the workload of the first-line customer service personnel. In addition, if the network merchant can describe the product or service in detail and objectively, it will significantly reduce the possibility that the customer is dissatisfied with the high expectation of the product.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F724.6;G649.2

【参考文献】