B2C电子商务物流服务质量评价研究及应用

发布时间：2018-05-03 12:06

本文选题：B2C电子商务 + 物流服务质量评价体系　；参考：《中北大学》2017年硕士论文

【摘要】：近年来,互联网的发展使信息传播和社会生活的方式发生了巨大变革,在此驱动下,我国电子商务市场繁荣发展。许多企业都积极快速地建立起自己的B2C电子商务平台,电商竞争日益激烈。而作为电子商务交易中极其重要的物流环节,其服务质量的高低会对顾客在电子商务中的整体消费体验具有极大的影响。因此,B2C电商企业只有通过不断改善物流服务质量,提升顾客满意度,才能提高企业综合竞争力。然而,我国目前对于B2C电子商务物流服务质量的评价,大多还停留在宏观研究层面,缺乏一套完善的评价体系和分析方法作为支撑。因此,本文通过建立一套适合我国B2C电子商务物流服务质量的评价模型,采用定性与定量相结合的方法进行评价,目的是为B2C电商企业进行物流服务定位,针对其物流服务质量中存在的问题进行改进和提升,从而真正达到顾客的期望,提高经济效益。本文是在归纳前人对服务质量、物流服务质量以及B2C电子商务物流等相关文献的基础上,在SERVQUAL模型和LSQ模型框架结构下,针对B2C电子商务物流服务特有的属性,对其影响因素进行整合挑选,提出了由可靠性、时效性、便利性、移情性、信息性以及经济性6个维度及具体指标组成的初始评价体系,并设计了相应的量表和问卷,基于调研所获得的数据用SPSS19.0进行了描述性统计分析、信效度检验等科学严谨的计量统计分析,从而对初始模型进行了验证和调整。之后通过回归分析对各维度和指标赋予权重。本文最后把上述建立起来的评价模型应用于具体电商企业——苏宁易购,通过对其顾客进行抽样调查,立足于顾客的期望——感知角度,对收集到的数据进行分析和研究,从而发现当前苏宁易购物流服务质量中需改进的地方,最后对症下药地提出相应的管理建议。
[Abstract]:In recent years, the development of the Internet has greatly changed the way of information dissemination and social life. Many enterprises actively and quickly set up their B-C e-commerce platform, e-commerce competition is becoming increasingly fierce. As an extremely important logistics link in e-commerce transactions, the quality of service will have a great impact on the overall consumer experience in e-commerce. Therefore, B2C e-commerce enterprises can improve their comprehensive competitiveness only by continuously improving logistics service quality and customer satisfaction. However, at present, most of the evaluation of B2C e-commerce logistics service quality is still in the macro research level, lacking a set of perfect evaluation system and analysis method as the support. Therefore, by establishing a set of evaluation model suitable for B2C e-commerce logistics service quality in China, this paper adopts qualitative and quantitative methods to evaluate the logistics service for B2C e-commerce enterprises. Aiming at the problems existing in the logistics service quality, the paper improves the quality of logistics service so as to meet the customer's expectation and improve the economic benefit. On the basis of summarizing the previous literatures on service quality, logistics service quality and B2C e-commerce logistics, this paper aims at the special attributes of B2C e-commerce logistics service under the framework of SERVQUAL model and LSQ model. This paper puts forward an initial evaluation system, which consists of six dimensions of reliability, timeliness, convenience, empathy, information, economy, and specific index, and designs the corresponding scale and questionnaire. Based on the data obtained from the investigation, descriptive statistical analysis, reliability validity test and other scientific and rigorous econometric analysis are carried out with SPSS19.0, and the initial model is verified and adjusted. After that, it gives weight to each dimension and index by regression analysis. Finally, this paper applies the above evaluation model to the specific e-commerce enterprise-SUNING, through the sample survey of its customers, based on the customer's expectation-perception perspective, the collected data are analyzed and studied. Thus, the author finds out that Su Ning needs to improve the quality of logistics service, and finally puts forward corresponding management suggestions for the case.
【学位授予单位】：中北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F259.2

【参考文献】