基于网络购物环境的物流服务顾客满意度研究

发布时间：2018-05-07 12:15

本文选题：网络购物 + 物流服务　；参考：《天津师范大学》2014年硕士论文

【摘要】：随着互联网技术的迅猛发展和不断革新,网络已成为一条重要的销售渠道。在此情况下,消费者的购物喜好也慢慢地从传统的实体商店逐步扩展到新形式的虚拟网络上。从某种程度上来说,这种依靠网络平台的虚拟商务模式已经成为未来购物的主流方向。在网络购物环境下,企业与消费者的互动界面已经逐步脱离传统的实体商店,而是由物流服务取而代之。也就是说,物流服务水平的高低对消费者的购物体验产生着直接的影响,并且还有可能对消费者的下一次购买决策产生一定的影响。因此,在网络购物情境下,研究物流企业所提供的物流服务的顾客满意度水平,并努力寻找出影响物流服务顾客满意度的关键指标,对于物流企业进行有针对性的改进具有重要的现实意义。论文首先对物流服务质量、网络购物环境下的物流服务质量、网络购物环境下的顾客满意等相关理论文献进行了简单的归纳梳理,在此基础上,结合网络购物环境下物流服务的特点以及对消费者的定性访谈研究,归纳出基于网络购物环境的物流服务质量的5个衡量维度：时间质量、交付质量、人员沟通质量、定制化服务质量以及误差处理质量,并结合SERVQUAL模型,设计出具体的测量量表和问卷,通过问卷调查,收集样本数据,通过SPSS19.0和AMOS18.0统计软件,采用描述性统计分析、信度和效度分析以及结构方程模型分析等方法对数据进行处理,最终不仅开发出了具有实用性的基于网络购物环境的物流服务质量评价量表,还探查出物流服务与顾客满意之间的关系、影响网络购物物流服务顾客满意的关键维度以及各维度之间的相互关系。即交付质量和时间质量都受人员沟通质量和定制化服务质量的正向影响；误差处理质量受时间质量、定制化服务质量以及交付质量的正向影响,其中定制化服务质量的影响作用更为明显。此外,运行结果也证实了时间质量、定制化服务质量以及误差处理质量对于网络购物环境下的物流服务顾客满意度都有一定的正向影响关系,其中误差处理质量对顾客满意的正向影响作用最为显著。
[Abstract]:With the rapid development of Internet technology and continuous innovation, the network has become an important sales channel. In this case, consumers' shopping preferences are gradually expanding from traditional physical stores to new forms of virtual networks. To some extent, this virtual business model based on network platform has become the mainstream direction of shopping in the future. In the online shopping environment, the interactive interface between enterprises and consumers has gradually separated from the traditional physical stores, but replaced by logistics services. In other words, the level of logistics service has a direct impact on the consumer's shopping experience, and may also have a certain impact on the next purchase decision of consumers. Therefore, in the context of online shopping, this paper studies the level of customer satisfaction of logistics services provided by logistics enterprises, and tries to find out the key indicators that affect the customer satisfaction of logistics services. It has important practical significance for logistics enterprises to carry out targeted improvement. First of all, the paper summarizes the related theoretical documents such as logistics service quality, logistics service quality under the network shopping environment, customer satisfaction under the network shopping environment, and on this basis, Combined with the characteristics of logistics service in online shopping environment and the qualitative interview with consumers, five dimensions of logistics service quality based on online shopping environment are summarized: time quality, delivery quality, personnel communication quality. Customizing service quality and error handling quality, combined with SERVQUAL model, designed the specific measurement scale and questionnaire, collected sample data through questionnaire, adopted SPSS19.0 and AMOS18.0 statistical software, used descriptive statistical analysis, and designed the specific measurement scale and questionnaire, through the questionnaire survey, the collection sample data, through the SPSS19.0 and the AMOS18.0 statistical software, uses the descriptive statistical analysis. The reliability and validity analysis and structural equation model analysis are used to process the data. Finally, a practical logistics service quality evaluation scale based on online shopping environment is developed. It also explores the relationship between logistics service and customer satisfaction, the key dimensions of customer satisfaction and the relationship between each dimension. That is, both the quality of delivery and the quality of time are positively affected by the quality of personnel communication and the quality of customized service, and the quality of error handling is positively affected by the quality of time, the quality of customized service and the quality of delivery. The effect of customized service quality is more obvious. In addition, the results also confirm that the time quality, customized service quality and error handling quality have positive effects on customer satisfaction of logistics service in the online shopping environment. The positive effect of error processing quality on customer satisfaction is the most significant.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F253;F274

【参考文献】