大家电B2C网络购物配送物流服务质量测评指标体系的构建及应用

发布时间：2018-08-18 18:13

【摘要】：随着线下家电渠道商电商化趋势不断加快和消费者网购热情的日益攀升，线上销售家电俨然成为了家电市场的第三大渠道业态。作为家电销售的重要途径之一，电商的快速发展对家电销售产生了重大的影响，在快速发展的同时，售后问题也随之剧增。家电产品，尤其是大家电，由于其产品的特殊性和服务的复杂性，成为了用户投诉的“重灾区”。目前，虽然有不少学者从不同角度研究网络购物情景下物流服务质量的相关问题，但较少从网络环境中产品细分市场的角度出发，，对于如何测评大家电B2C网络购物配送物流服务质量尚未形成一套科学而系统的方法和体系。论文以此进行研究，对于丰富和完善网络购物物流服务质量的定量测评方法具有一定的意义。首先论文通过介绍家电产品、家电物流配送等相关概念，归纳并梳理家电配送的模式及特点、服务质量及物流服务质量的内涵、指标维度及其测度模型等同类研究成果，以界定大家电B2C网络购物配送物流服务质量的内涵。其次，以LSQ模型和SERVQUAL模型为基础，结合现有研究，构建了大家电B2C网络购物配送物流服务质量测评指标体系，该模型包含服务的可得性、货品完好程度、时间性、员工素质、服务的完整性等5个测评维度和22个具体的测评指标。在此基础上，设计问卷，并通过网络调研网站收集了273份有效问卷，采用SPSS软件对收集的数据进行描述性分析、探索性因子分析、效度和信度检验等定量分析，达到筛选纯化测评指标体系维度与指标的目的，确定最终的大家电B2C网络购物配送物流服务质量测评指标体系，并在此基础上，对测评体系进行回归分析，探讨各维度对整体服务质量的贡献率大小，并进行排序；最后，针对京东用户的随机抽样调查，并根据IPA分析法对京东商城的物流服务质量进行测评，提出相应的改进京东商城物流服务质量的建议和意见，确保京东商城顾客的满意度。完成本研究从理论模型的构建、校检到应用的研究过程。
[Abstract]:With the increasing trend of e-commerce and the increasing enthusiasm of online shopping, online sales of household appliances have become the third largest channel business in the home appliance market. As one of the important ways of household appliances sales, the rapid development of e-commerce has a significant impact on the sales of household appliances. Because of its particularity and complexity of service, household appliances, especially large appliances, have become the "disaster areas" where users complain. At present, although many scholars study the related problems of logistics service quality under the network shopping situation from different angles, but less from the point of view of product segmentation market in the network environment, There is not yet a set of scientific and systematic methods and systems for evaluating the logistics service quality of B2C network shopping and distribution of large household appliances. The research in this paper has certain significance for enriching and perfecting the quantitative evaluation method of network shopping logistics service quality. First of all, the paper introduces the related concepts, such as household appliances, home appliances logistics distribution and other related concepts, summarizes and combs the patterns and characteristics of home appliances distribution, the connotation of service quality and logistics service quality, the index dimension and its measurement model, and other similar research results. In order to define the content of B2C network shopping distribution logistics service quality. Secondly, on the basis of LSQ model and SERVQUAL model, combined with the existing research, the evaluation index system of logistics service quality of B2C network shopping distribution of large household appliances is constructed. The model includes the availability of service, the degree of good quality of goods, the timeliness of service, and the quality of staff. Service integrity and other 5 dimensions and 22 specific evaluation indicators. On this basis, the questionnaire is designed, and 273 valid questionnaires are collected through the network research website. The data collected are analyzed quantitatively by SPSS software, exploratory factor analysis, validity and reliability test, etc. To achieve the purpose of screening and purifying the evaluation index system dimension and index, determine the final B2C network shopping distribution logistics service quality evaluation index system, and on the basis of this, carry on regression analysis to the evaluation system. The contribution rate of each dimension to the overall service quality is discussed and sorted. Finally, the random sampling survey of JingDong users and the evaluation of the logistics service quality of JingDong Mall based on IPA analysis are carried out. To improve the logistics service quality of JingDong Mall, to ensure the customer satisfaction of JingDong Mall. In this study, the theoretical model is constructed and checked to the application of the research process.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F252

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