C2C环境下快递服务顾客满意度影响因素研究

发布时间：2018-11-14 10:30

【摘要】：近年来，随着我国C2C电子商务的快速发展，快递企业进入一个全新的蓬勃发展阶段。消费者的购物方式从实体购物逐渐扩展到网上购物，，而网上购物的最后运送必须依靠物流服务来实现。目前，我国C2C网上商店的物流配送服务主要由快递企业来提供，因此，从第三方物流服务分支出来的快递服务在网络购物中扮演着一个至关重要的角色。在C2C电子商务环境下，快递企业之间的竞争越来越激烈，因此，在这样激烈的市场竞争中，及时准确地了解顾客的满意程度以及对快递服务过程的感知，掌握快递服务顾客满意度影响因素，对快递企业采取有效措施提高服务水平，进而提升企业竞争力是非常重要的。本文采用理论研究与实证研究相结合的方法。首先，在阅读大量国内外相关文献的基础上进行广泛深入的理论研究，构建了本文的理论模型并提出假设。在本文的实证研究阶段，通过借鉴国内外成熟量表，并结合快递服务特点，设计出初始调查问卷，通过对初始调查问卷的调整和修正，形成了最终的调查问卷。然后发放和收集调查问卷，利用SPSS17.0软件对问卷进行信度和效度检验，验证了调查问卷的有效性和可靠性。最后采用LISREL8.7软件构建结构方程模型，验证了本文的研究假设，得到了最终的影响因素模型图。研究发现，在C2C电子商务环境下，企业形象、服务价格、服务可靠性、服务响应性、服务便利性、服务保证性这六个因素都会对快递服务顾客满意度产生显著的影响作用。其中，服务便利性对顾客满意度的影响作用相对最高，也明确了顾客期望这一中介变量在企业形象和顾客满意度之间显著的中介影响作用。最后依据各个因素的重要度和满意度情况，结合快递企业的经营特点和现状，采用四分图模型法针对性地提出了提高顾客满意度的具体策略和建议。
[Abstract]:In recent years, with the rapid development of C2C e-commerce in China, express delivery enterprises have entered a new stage of vigorous development. The shopping mode of consumers gradually extends from physical shopping to online shopping, and the final delivery of online shopping must depend on logistics services. At present, the logistics distribution service of C2C online stores in China is mainly provided by express delivery enterprises. Therefore, express delivery service from the branch of third-party logistics service plays a crucial role in online shopping. In the C2C e-commerce environment, the competition between express delivery enterprises is becoming more and more fierce, so in such a fierce market competition, timely and accurate understanding of customer satisfaction and the perception of express service process, It is very important to grasp the influencing factors of express service customer satisfaction and take effective measures to improve the service level and further enhance the competitiveness of express delivery enterprises. This paper adopts the method of combining theoretical research with empirical research. Firstly, based on reading a large number of domestic and foreign literatures, the theoretical model of this paper is constructed and hypotheses are put forward. In the empirical research stage of this paper, by referring to the mature scale at home and abroad and combining the characteristics of express delivery service, the initial questionnaire is designed. Through the adjustment and revision of the initial questionnaire, the final questionnaire is formed. Then the questionnaire was issued and collected, and the reliability and validity of the questionnaire were tested by SPSS17.0 software, which verified the validity and reliability of the questionnaire. Finally, the structural equation model is constructed by using LISREL8.7 software, and the hypothesis of this paper is verified, and the final influence factor model diagram is obtained. It is found that in the C2C e-commerce environment, the corporate image, service price, service reliability, service responsiveness, service convenience and service assurance will have a significant impact on the customer satisfaction of express delivery service. Among them, service convenience has the highest influence on customer satisfaction, and the intermediary variable of customer expectation plays a significant role in the relationship between corporate image and customer satisfaction. Finally, according to the importance and satisfaction degree of various factors, combined with the management characteristics and present situation of express delivery enterprises, the paper puts forward specific strategies and suggestions to improve customer satisfaction by using the quadrilateral graph model method.
【学位授予单位】：中北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F724.6;F259.23

【引证文献】