快递服务业顾客体验与顾客忠诚的关系研究

发布时间：2018-02-20 18:47

本文关键词： 快递服务业顾客体验顾客满意顾客忠诚　出处：《广西大学》2014年硕士论文　论文类型：学位论文

【摘要】：电商体验升级,物流先行。电子商务发展带动了快递业繁荣,然而在市场蛋糕进一步做大做强的同时也吸引了众多的分食者：从一家独大到百家争鸣,新的市场竞争主体不断涌入,快递企业兼并重组不断上演。快递业作为典型的服务型企业,已经从以往拼速度、比价格,逐渐步入了以顾客为中心的体验转型期。因此,如何通过顾客体验提升顾客满意和顾客忠诚,是当今所有快递企业共同关心的问题。本文以快递服务业为研究对象,通过对国内外顾客体验相关研究文献的梳理,针对快递行业实际特征,得到了影响快递服务业顾客体验的构面并构建了快递业顾客体验与顾客忠诚影响的机理模型。本研究分为三个部分：首先通过文献回顾、小组讨论、专家意见等方法建立了快递顾客体验模型,并将以此为基础设计的测量量表经过了预测试、信度效度分析方法以及验证性因子分析的验证；其次是通过参阅大量国内外顾客体验相关研究文献,以顾客体验、顾客满意和顾客忠诚等理论为基础,结合之前构建的快递顾客体验模型与量表,并结合我国快递业顾客体验实际情况,提出了快递顾客体验与顾客忠诚关系的理论模型与假设；最后运用SPSS17.0软件对快递行业顾客体验的三个维度与顾客满意、顾客忠诚进行了相关性分析和回归分析。得到的实证结果包括：快递顾客体验包含产品体验、服务体验和品牌体验三个维度,并均对顾客满意及顾客忠诚产生正向显著影响；快递顾客满意在顾客体验和顾客忠诚间具有中介效应；人口特征对模型中各变量影响程度存在一定差异。本文通过快递行业顾客体验模型和量表的构建,对快递行业顾客体验与顾客忠诚关系模型进行研究,并在最后提出了几点加强快递服务行业顾客体验管理的建议,希望能为我国快递行业在实际服务过程中提供一些可行性的参考。
[Abstract]:The e-commerce industry flourished, however, while the market cake became bigger and stronger, it also attracted a large number of sub-eaters: from one big company to a hundred schools of thought. As a typical service-oriented enterprise, express delivery industry, as a typical service-oriented enterprise, has gradually stepped into the customer-centered experience transition from the past, compared with the price. How to improve customer satisfaction and customer loyalty through customer experience is a common concern of all express delivery enterprises. In this paper, express service industry as the research object, through the domestic and foreign customer experience related research literature combing, aiming at the actual characteristics of express delivery industry, This study is divided into three parts: firstly, through literature review and group discussion, the mechanism model of customer experience and customer loyalty in express delivery industry is constructed. Expert opinion and other methods established express customer experience model, and the measurement scale designed on this basis was tested by prediction, reliability and validity analysis, and verified by confirmatory factor analysis. Secondly, based on the theories of customer experience, customer satisfaction and customer loyalty, and referring to a large number of domestic and foreign literatures on customer experience, combined with the model and scale of express customer experience, Combined with the actual situation of customer experience in express delivery industry in China, the theoretical model and hypothesis of the relationship between customer experience and customer loyalty in express delivery industry are put forward. Finally, the three dimensions of customer experience and customer satisfaction in express industry are analyzed by using SPSS17.0 software. Correlation analysis and regression analysis of customer loyalty. The empirical results include: express customer experience includes three dimensions: product experience, service experience and brand experience, and all of them have a positive and significant impact on customer satisfaction and customer loyalty. Express customer satisfaction has intermediary effect between customer experience and customer loyalty. Through the construction of customer experience model and scale, this paper studies the relationship between customer experience and customer loyalty in express delivery industry, and finally puts forward some suggestions to strengthen customer experience management in express service industry. Hope to provide some feasible reference for China express industry in the actual service process.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F259.23

【参考文献】