基于计划行为理论的快递企业顾客抱怨行为影响因素研究

发布时间：2018-05-13 02:02

本文选题：计划行为理论 + 顾客抱怨行为　；参考：《福州大学》2014年硕士论文

【摘要】：对于服务行业来说,消费者的评价尤为重要。快递业作为一个服务行业,经过20多年的发展,其服务质量、服务意识有了较大的提升,但仍然存在较多问题。快递业服务的问题主要集中在快件延误、投递服务、快件丢失、快件损毁以及收寄服务方面。由于这些问题的出现,快递服务没能达到顾客的期望,顾客因此会产生抱怨心理。通过研究快递企业顾客抱怨行为的影响因素,为快递企业提供相应的管理对策,有望从根本上解决上述问题。本文主要采用计划行为理论对快递企业顾客抱怨行为影响因素进行研究。首先,根据计划行为理论和顾客抱怨行为的研究成果,对我国快递企业顾客抱怨行为进行分析,提出了本文的研究假设和抱怨模型。然后,通过问卷调查,对198位经常使用快递服务的人员进行实证研究,采用统计分析软件SPSS和结构方程软件AMOS对所获取的数据进行分析,验证研究假设,修正研究模型并得出以下研究结论：第一,行为态度、感知抱怨难易程度与抱怨意向呈正相关；第二,主观规范与抱怨意向呈负相关；第三,行为意向、感知抱怨有用性与抱怨行为呈正相关。最后,本文基于上述研究结论为快递企业提出了抱怨行为的管理对策,即消除顾客投诉心理障碍、建立积极有效的投诉路径以及进行友好公正的投诉处理。本文的主要创新点包括：(1)论文选题上的创新。以往的研究大多是致力于快递服务质量、快递企业顾客满意度测评或顾客忠诚度的研究,而对快递企业顾客抱怨行为的研究甚少。本文以快递企业顾客抱怨行为为研究对象,通过实证调查对快递企业顾客抱怨行为的影响因素进行了研究。(2)研究方法上的创新。本研究在计划行为理论的基础上,构建顾客抱怨行为模型,解释快递企业顾客抱怨行为的影响因素,并运用AMOS结构方程对其模型进行了检验。
[Abstract]:For the service industry, consumer evaluation is particularly important. Express delivery industry as a service industry, after more than 20 years of development, its service quality, service awareness has been greatly improved, but there are still many problems. The problems of express service mainly focus on delivery delay, delivery service, lost express, damage of express and delivery service. As a result of these problems, the delivery service failed to meet the expectations of customers, customers will therefore produce complaints. By studying the influencing factors of customer complaint behavior in express delivery enterprises, it is hoped that the above problems can be solved fundamentally by providing corresponding management countermeasures for express delivery enterprises. This paper mainly uses the theory of planning behavior to study the influencing factors of customer complaint behavior in express delivery enterprises. Firstly, according to the theory of planning behavior and the research results of customer complaint behavior, this paper analyzes the customer complaint behavior of express delivery enterprises in China, and puts forward the research hypothesis and complaint model of this paper. Then, through the questionnaire survey, 198 people who often use express service were empirically studied. The statistical analysis software SPSS and the structure equation software AMOS were used to analyze the obtained data to verify the research hypothesis. Revise the research model and draw the following conclusions: first, behavior attitude, perceived complaint difficulty and complaint intention positively correlated; second, subjective norms and complaint intention were negatively correlated; third, behavior intention, Perceived complaining usefulness is positively correlated with complaining behavior. Finally, based on the above conclusions, this paper puts forward the management countermeasures of complaint behavior for express delivery enterprises, that is, to eliminate the psychological barriers of customer complaints, to establish a positive and effective complaint path and to deal with complaints in a friendly and fair manner. The main innovation of this paper is the innovation of the selected topic of the thesis. Most of the previous studies are devoted to express service quality, express enterprise customer satisfaction evaluation or customer loyalty research, but the express enterprise customer complaint behavior research is very little. In this paper, the customer complaint behavior of express delivery enterprises as the research object, through the empirical investigation of express delivery enterprises customer complaint behavior influencing factors were studied on the innovation of research methods. Based on the theory of planning behavior, this study constructs a customer complaint behavior model, explains the influencing factors of customer complaint behavior in express delivery enterprises, and uses AMOS structural equation to test the model.
【学位授予单位】：福州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F259.23;F274

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