基于KANO模型的网络零售服装企业实施服务补救对策研究

发布时间：2018-01-28 13:36

本文关键词： 网络零售服装企业服务失败服务补救 KANO模型　出处：《哈尔滨商业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国网络普及程度的提高,网络基础设施的完善,我国的网络零售服装企业得到了飞速的发展。网络零售服装企业在享受互联网建设红利的同时,也不得不面对竞争越发激烈的市场环境。网络零售服装企业为了在激烈的市场竞争中占据一席之地,不得不通过努力的提升服务质量来提升企业自身的竞争能力,而服务补救能力是服务质量的重要组成部分。因此如何有效的提升企业的服务补救能力也就成为了网络零售服装企业必须面对的问题。同时,网络零售服装企业存在大量无过错的服务失败导致了其服务失败比例要高于其他行业,服务补救也就对其更加重要了。首先,在对服务补救相关理论进行梳理的基础上,结合实地的调查研究对网络零售服装企业顾客服务补救的需求项进行了初选并从弥补损失、及时响应、获得道歉、制度良好、沟通方便5个角度初选出15个网络零售服装企业顾客服务补救的需求项。其次,通过KANO模型对这些需求项进行了验证,删除了服务补救情况被告知以及企业具有健全的服务补救制度两项受访者认可度较低的服务补救需求项,将筛选后的结果通过KANO模型划分为魅力需求4个、一元需求2个、基本需求7个为对这些需求进行综合的权重分析做准备。再次,通过问卷调查的方式,收集了顾客对这13项需求项的评价数据,应用粗数方法对收集的数据进行分析求得13个需求项的权重。最后,综合KANO模型不同类型需求的特性对13个需求项的权重进行调整得到最终的需求项权重,并将13个需求项按照调整后权重进行排序和分析,得出网络零售服装企业顾客服务补救的需求大致可以分为四个等级的结论。四个等级的需求从低到高依次为对服务补救的基础需求、对优质服务的需求、对额外利益的需求和超出现有层次的需求。结合上述的研究成果,论文提出了从用制度确保最大程度上满足顾客的基础需求;通过培训和企业文化使员工满足顾客对优质服务的需求;将促销融入服务补救措施来激励员工满足顾客额外利益的需求;加强服务补救体系建设来帮助企业储备满足超出现有层次的需求的能力四个方面给出了网络零售服装企业服务补救的完善策略。
[Abstract]:With the improvement of network popularization and the improvement of network infrastructure, the online retail clothing enterprises in China have been developing rapidly. While enjoying the dividends of Internet construction, the online retail clothing enterprises enjoy the benefits of Internet construction. Also have to face the increasingly fierce competition in the market environment. Online retail clothing enterprises in order to occupy a place in the fierce market competition. Have to improve the quality of service through efforts to enhance the competitiveness of the enterprise itself. Service recovery ability is an important part of service quality. Therefore, how to effectively improve the service recovery ability of enterprises has become a problem that must be faced by online retail clothing enterprises. At the same time. There are a large number of non-fault service failures in online retail clothing enterprises, which leads to a higher rate of service failure than other industries, service remediation is more important to it. First of all. On the basis of combing the related theories of service remediation, combined with the field investigation and research, the customer service recovery requirements of online retail clothing enterprises were selected and made up for the loss, timely response, and received an apology. The system is good, easy to communicate from 5 points of view out of 15 online retail clothing enterprises customer service recovery requirements. Secondly, through the KANO model to verify these requirements. Two items of service remedy needs with lower recognition by interviewees were deleted, namely, the situation of service remedies being informed and the enterprise having a sound service remedy system. The selected results are divided into 4 charm needs, 2 univariate needs and 7 basic needs through the KANO model. Thirdly, the questionnaire is used to analyze the weight of these needs. The evaluation data of the 13 items are collected, and the weight of the 13 items is obtained by the rough number method. According to the characteristics of different types of requirements of KANO model, the weights of 13 requirements are adjusted to get the final weight of requirements, and the 13 requirements are sorted and analyzed according to the adjusted weights. The conclusion can be divided into four levels. The four levels of demand from low to high is the basic demand for service remediation and the demand for quality services. Based on the above research results, the paper puts forward the system to ensure the maximum satisfaction of customers' basic needs; Through training and corporate culture to enable employees to meet customer demand for quality service; Integrate promotions into service remedies to motivate employees to meet customer's additional interest needs; Strengthening the construction of service remediation system to help the enterprise reserve to meet the needs beyond the existing level four aspects of the network retail clothing enterprise service recovery strategy.
【学位授予单位】：哈尔滨商业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6;F426.86

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