快递业服务承诺对顾客溢价支付意愿的影响研究

发布时间：2018-04-06 07:09

本文选题：服务承诺　切入点：溢价支付意愿　出处：《山东大学》2015年硕士论文

【摘要】：近几年,我国快递业发展迅猛,但一味的价格战所导致的低劣的服务水平,已达不到消费者日益增长的消费需求。为吸引顾客,增强消费信心,一些快递企业推出了服务承诺。服务承诺的实施必然会带来企业成本的升高,顾客的溢价支付意愿也就成了企业关注的重点。本文通过梳理相关文献,对服务承诺和顾客溢价支付意愿的关系进行了理论推演,并从顾客感知的角度,引入感知风险和感知价值,建立了一个研究模型,以此来探讨快递业服务承诺各特性对顾客溢价支付意愿的作用机制。通过收集调查问卷,利用结构方程分析法来验证研究假设,研究结果为：在快递业的背景下,(1)服务承诺特性中条件性、便利性和可信性对顾客的感知风险有显著地负向影响；(2)便利性、适度性和可信性对顾客的感知价值有显著正向影响；(3)感知风险对顾客溢价支付意愿有显著负向影响；感知价值对溢价支付意愿有显著正向影响；感知风险对感知价值有显著负向影响；(4)通过中介效应的分析,感知风险和感知价值的中介作用得到验证,只是在便利性和可信性对溢价支付意愿的作用中起到完全中介,而条件性和适度性除了通过“服务承诺-顾客感知-溢价支付意愿”这条路径来影响溢价支付意愿外,还可以直接影响溢价支付意愿。基于研究结果,本文给快递企业设计和实施服务承诺提出了一些建议,快递企业可以考虑推行服务承诺,提供差异化服务以达到战略转型。在设计服务承诺时,应做到条款限制性较少,索要赔偿的程序较简便,承诺的质量水平和赔偿方式较恰当,承诺的内容较为可信。最后应提升企业自身能力,为服务承诺的实施打好基础。
[Abstract]:In recent years, China's express industry has developed rapidly, but the poor service level caused by the blindly price war has not reached the increasing consumer demand.In order to attract customers and enhance consumer confidence, some express delivery enterprises introduced service commitments.The implementation of service commitment will inevitably lead to the increase of enterprise costs, and the willingness of customers to pay premium becomes the focus of attention.By combing the relevant literature, this paper deduces the relationship between service commitment and customer premium payment will, and from the perspective of customer perception, introduces perceived risk and perceived value, and establishes a research model.In order to explore the express service commitment characteristics of the customer premium payment mechanism.By collecting questionnaires and using structural equation analysis method to verify the research hypothesis, the results are as follows: in the context of express delivery industry, the service commitment characteristics are conditional.Convenience and credibility have a significant negative impact on customer perceived risk, while moderation and credibility have a significant positive impact on customer perceived value. 3) perceived risk has a significant negative impact on customer premium payment willingness.Perceived value has a significant positive impact on the willingness to pay premium; perceived risk has a significant negative impact on perceived value.It is only in convenience and credibility that the willingness to pay premium is completely mediated, while conditionality and proportionality influence the willingness to pay at a premium through the path of "service commitment-customer perception-willingness to pay at a premium".It can also directly affect the willingness to pay the premium.Based on the research results, this paper gives some suggestions to express enterprises to design and implement service commitments, express enterprises can consider implementing service commitments, providing differentiated services to achieve strategic transformation.When designing a service commitment, the terms should be less restrictive, the procedure for asking for compensation is simpler, the quality level and compensation mode of the promise is more appropriate, and the content of the promise is more credible.Finally, the enterprise should improve its own ability and lay a good foundation for the implementation of service commitments.
【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】：F259.2

【共引文献】