B2C物流配送服务农村顾客满意度影响因素研究

发布时间：2018-12-11 00:53

【摘要】：近年来,随着互联网的普及和居民消费水平的提高,我国的电子商务行业得到了迅猛的发展。B2C电子商务在其中起到了中流砥柱的作用,且呈现出持续增长的态势。与此同时,一、二线城市的电子商务发展已逐渐进入红海,竞争激烈且增长放缓;而广大农村市场成为各大电商企业最新布局的蓝海选择,具有十分广阔的市场前景。本文以农村地区的B2C网络购物顾客为研究对象,探讨农村顾客物流配送服务满意度的影响因素。首先,介绍了 B2C电子商务及农村电商市场的发展潜力,并阐述农村地区物流配送服务面临的挑战和基本物流配送模式;然后,总结顾客满意度理论、服务质量理论以及国内外相关研究,在此基础上构建了 B2C环境下农村地区物流配送服务顾客满意度影响因素模型,提出本研究的基本假设。接着,展开实证研究,采用问卷调查法获取研究所需的数据资料,用SPSS进行基本数据分析之后,运用AMOS软件然后建立结构方程模型,并进行检验和修正,得到影响B2C物流配送服务农村顾客满意的因素,包括:企业形象、交通距离、服务可靠性、服务保证性、服务响应性和服务便利性;顾客期望起到了中介作用,企业形象和交通距离对农村顾客的期望形成影响,从而间接地影响了顾客满意度,而顾客期望对农村顾客的满意度有显著的负向影响。最后,根据上述实证研究结果,结合企业实际和农村市场特征,提出B2C物流配送企业提升农村顾客满意度的建议措施,包括提高物流配送服务质量、合理引导农村顾客期望和创新物流配送方式。通过本文的研究,一方面可以在一定程度上对相关文献资料起到补充作用;另一方面对于B2C电子商务物流配送企业来说,有利于企业合理配置资源,采取有针对性的措施提高服务质量,在农村市场占得先机,率先获得顾客满意和顾客忠诚,从而促进B2C电子商务在农村市场的可持续发展。
[Abstract]:In recent years, with the popularity of the Internet and the improvement of the level of consumption, the e-commerce industry in China has been rapid development, B2C e-commerce in which played a mainstay role, and showed a sustained growth trend. At the same time, the development of e-commerce in the first and second tier cities has gradually entered the Red Sea, with fierce competition and slow growth, while the vast rural market has become the blue sea choice for the latest layout of the major e-commerce enterprises, and has a very broad market prospect. In this paper, B2C online shopping customers in rural areas as the research object, to explore the rural customer logistics distribution service satisfaction factors. First of all, it introduces the development potential of B2C e-commerce and rural e-commerce market, and expounds the challenges and basic logistics distribution model of logistics distribution service in rural areas. Then, this paper summarizes the theory of customer satisfaction, the theory of service quality and related research at home and abroad. On this basis, the paper constructs a model of influencing factors of customer satisfaction of logistics distribution service in rural areas under B2C environment, and puts forward the basic assumptions of this study. Then, the empirical research is carried out, the data needed by the research is obtained by questionnaire, after the basic data analysis is done by SPSS, then the structural equation model is established by using AMOS software, and the structural equation model is tested and revised. The factors affecting the satisfaction of rural customers in B2C logistics distribution are obtained, including corporate image, transportation distance, service reliability, service assurance, service responsiveness and service convenience. Customer expectations play an intermediary role, corporate image and distance of traffic affect rural customer expectations, thus indirectly affect customer satisfaction, while customer expectations have a significant negative impact on rural customer satisfaction. Finally, according to the above empirical research results, combined with the actual enterprise and rural market characteristics, B2C logistics distribution enterprises to improve the satisfaction of rural customers, including improving the quality of logistics distribution service. Reasonably guide rural customers' expectation and innovate logistics distribution mode. Through the research of this paper, on the one hand, it can supplement the relevant literature to a certain extent; On the other hand, for B2C e-commerce logistics distribution enterprises, it is beneficial for enterprises to allocate resources reasonably, take targeted measures to improve service quality, take the lead in the rural market, and take the lead in obtaining customer satisfaction and customer loyalty. So as to promote the sustainable development of B-2 C e-commerce in the rural market.
【学位授予单位】：湖北大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F252.1

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