网购快递服务质量对顾客满意影响研究

发布时间：2018-08-18 19:54

【摘要】：随着信息技术的进一步升级发展,网络购物变的越来越方便快捷,更多的消费者从传统的实体商店转向网络商店进行购物。快递作为网购环节中能否使交易达成的至关重要的一环,其服务质量的优劣直接影响到消费者的网购体验,从而影响到电商平台的效益。虽然近几年网购快递服务质量已经有了较大的提升,但根据2015年中国电子商务研究中心发布的关于电商投诉的数据报告显示,网购物流快递方面占比6.830%,主要表现为快件延误、投递服务不佳、快件丢失及损毁等。因此,伴随消费者消费升级,如何进一步提高网购快递服务质量以满足消费者日益个性化的需求,为消费者提供更加满意的快递服务,成为目前需要解决的问题。为此,本文从消费者感知的快递服务质量满意与否出发,以具有网购经验的消费者为研究对象,探讨网购快递服务质量的改善策略,从而为网购平台商、快递服务提供商改善快递服务质量提供依据。首先,通过整理国内外有关快递服务质量和顾客满意的相关文献,整理出网购快递服务质量的5个测量维度:时间性、交付质量、人员沟通质量、误差处理质量、便利性。同时,伴随着顾客网购商品的种类越来越丰富,顾客在购买不同的商品时,享受到的快递服务可能会有差异,因此引入商品类型为本研究中的调节变量,并基于SERVPERF模型中的感知服务质量测量方法构建了网购快递服务质量对顾客满意的影响模型,提出了相应假设。其次,基于文献和定性访谈生成本研究的调查问卷,并通过预测试验证了问卷的信度和效度。最后,通过SPSS23.0软件对所收集的数据进行分析,验证了本文的假设。本研究证实了网购快递服务质量的五个维度都会正向影响顾客满意。其中按照对顾客满意的重要性排序依次是便利性、交付质量、人员沟通质量、时间性、误差处理质量。因此,无论是自营还是第三方快递服务提供商,要想增强竞争力,可以依据自身情况从这五个维度对快递服务进行改善。同时,网购商品类型不同,顾客对快递服务质量的满意程度有差异。因此,网购平台和快递企业可以考虑根据商品类型的差异为消费者提供不同的快递服务,以满足其个性化的需求。
[Abstract]:With the further development of information technology, online shopping becomes more and more convenient, more and more consumers switch from traditional physical stores to online stores to shop. Express delivery is the most important part of online shopping, and its service quality directly affects consumers' online shopping experience, thus affects the benefit of e-commerce platform. Although the quality of online shopping express service has been greatly improved in recent years, according to the data report on e-commerce complaints issued by the China Electronic Commerce Research Center in 2015, the proportion of online shopping logistics express delivery accounts for 6.830 percent, mainly manifested in express mail delays. Delivery service is not good, courier lost and damaged, etc. Therefore, with the upgrading of consumer consumption, how to further improve the quality of online courier service to meet the increasingly personalized needs of consumers, to provide more satisfactory express service for consumers, become the problem that needs to be solved. Therefore, based on the satisfaction of consumers' perceived express service quality, this paper takes consumers with online shopping experience as the research object, discusses the improvement strategy of online shopping express service quality, thus providing a platform for online shopping. Express service providers to improve the quality of express service to provide the basis. First of all, through sorting out the relevant documents about the quality of express delivery service and customer satisfaction at home and abroad, this paper collates five dimensions of online shopping express service quality: timeliness, quality of delivery, quality of personnel communication, quality of error handling, convenience. At the same time, with more and more types of goods purchased by customers online, customers may enjoy different express service when they buy different goods, so the introduction of commodity type is the adjustment variable in this study. Based on the perceived quality of service (QoS) measurement method in SERVPERF model, this paper constructs a model of the influence of the service quality of online shopping express delivery on customer satisfaction, and puts forward the corresponding assumptions. Secondly, the questionnaire was generated based on literature and qualitative interviews, and the reliability and validity of the questionnaire were verified by predictive test. Finally, the data collected are analyzed by SPSS23.0 software, and the hypothesis of this paper is verified. This study confirms that the five dimensions of online delivery service quality will positively affect customer satisfaction. According to the importance of customer satisfaction, the order is convenience, delivery quality, personnel communication quality, timeliness, error handling quality. Therefore, whether self-owned or third-party express service providers, in order to enhance their competitiveness, we can improve the delivery service from these five dimensions according to their own situation. At the same time, different types of goods purchased online, customer satisfaction with the quality of express service is different. Therefore, online shopping platform and express delivery enterprises can consider to provide different express service to consumers according to the different types of goods to meet their personalized needs.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F252;F274

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