快递服务业顾客承诺驱动因素的实证研究

发布时间：2018-02-06 06:43

本文关键词： 顾客承诺服务质量顾客信任转换成本结构方程　出处：《天津财经大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着中国经济和电子商务的快速发展,网络购物的交易量飞速增长,这就导致国内市场对快递服务的需求与日俱增,在强大的市场需求下,快递企业的数量日益增长,企业间的竞争不断加剧。在当今激烈竞争的环境条件下,快递企业必须要创新快递营销方式,提升企业整体服务水平,从而培育忠诚的顾客。然而快递企业要想实现稳定的利润,仅仅培育顾客忠诚是不够的,必须要使顾客对快递企业形成情感和心理上依赖和信任,即要培育顾客承诺。由此可见,研究快递服务背景下顾客承诺的形成机制具有重要意义。文章在大量梳理国内外有关顾客承诺理论、顾客承诺驱动因素等研究文献的基础上,以我国民营快递企业为研究对象,选取信任一承诺理论及转换成本理论作为主要理论基础,参照前人关于顾客承诺形成机理的相关研究,建立了以服务质量、顾客信任、企业声誉、转换成本、优惠待遇作为顾客承诺驱动因素的概念模型。文章以结构方程模型为主要的研究方法,基于对多家民营快递企业的顾客进行问卷调查所收集到的数据,对概念模型进行了检验和修正,最终确定了快递服务业顾客承诺驱动因素模型。文章验证的主要结论有：在服务情境下,顾客承诺是由情感性承诺、持续性承诺和规范性承诺构成的三维度概念,同时情感性承诺对规范性承诺存在正向作用,规范性承诺对持续性存在正向作用；服务质量、企业声誉对情感性承诺有直接的正向作用；转换成本对持续性承诺有直接的正向作用；优惠待遇对规范性承诺有直接的正向作用；顾客信任是顾客承诺的一个非常关键的驱动因素,它对持续性承诺、情感性承诺和规范性承诺均有直接的正向作用,并且顾客信任还能够充当其他驱动因素与顾客承诺之间的中介变量。最后,为快递企业提高整体服务水平提出了相关政策建议。
[Abstract]:With the rapid development of Chinese economy and electronic commerce, the transaction volume of online shopping is increasing rapidly, which leads to the increasing demand for express service in the domestic market, under the strong market demand. The quantity of express delivery enterprises is increasing day by day, and the competition among enterprises is becoming more and more serious. Under the environment of fierce competition nowadays, express delivery enterprises must innovate express marketing methods and improve the whole service level of enterprises. In order to cultivate loyal customers, however, if express delivery enterprises want to achieve stable profits, it is not enough to cultivate customer loyalty. Customers must form emotional and psychological dependence and trust to express enterprises. Therefore, it is of great significance to study the formation mechanism of customer commitment in the context of express delivery service. This paper reviews a large number of domestic and foreign customer commitment theory. On the basis of the research literature on the driving factors of customer commitment, we select the trust-commitment theory and the conversion cost theory as the main theoretical basis, taking the private express enterprises in our country as the research object. Referring to the previous research on the formation mechanism of customer commitment, this paper establishes the quality of service, customer trust, corporate reputation, conversion costs. This paper takes the structural equation model as the main research method, based on the data collected by the questionnaire to the customers of many private express enterprises. The conceptual model is tested and modified, and the driving factor model of customer commitment in express service industry is finally determined. The main conclusions of this paper are as follows: in the service situation, customer commitment is affective commitment. At the same time, affective commitment has positive effect on normative commitment and normative commitment has positive effect on sustainability; Service quality, corporate reputation has a direct positive effect on emotional commitment; Conversion cost has direct positive effect on sustainability commitment; Preferential treatment has a direct positive effect on normative commitments; Customer trust is a key driving factor of customer commitment. It has a direct positive effect on continuous commitment, emotional commitment and normative commitment. And customer trust can also act as an intermediary variable between other drivers and customer commitment. Finally, some policy recommendations are put forward for express delivery enterprises to improve the overall service level.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F259.23

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