基于SERVQUAL量表建立药店O2O平台服务质量评价模型

发布时间：2018-03-25 08:48

本文选题：OO平台　切入点：药店　出处：《中国药房》2016年07期

【摘要】：目的:建立药店线上到线下(O2O)平台服务质量评价模型,为平台经营者提高服务质量提供参考。方法:运用SERVQUAL量表,结合我国药店O2O平台的发展现状,分析其服务在可靠性、安全性等方面的内涵,归纳出药店O2O平台服务质量的初级评价指标;在此基础上设计专家访谈问卷,根据问卷结果对各项指标进行修改和赋权,构建出药店O2O平台服务质量评价模型,并对模型指标的信度和效度进行验证。结果与结论:根据对药店O2O平台服务质量在SERVQUAL量表各维度的内涵分析和专家访谈结果,构建出包括可靠性、安全性等5项一级指标及平台药店数量、药店资质展示、药店类型等18项二级指标在内的药店O2O平台服务质量评价模型。经模型指标信度和效度验证结果表明,该模型构建合理,能为平台经营者提高服务质量提供参考。建议后续研究充分考虑我国消费者的行为习惯、个人偏好等因素,构建出更合适我国药店O2O平台服务质量的评价模型。
[Abstract]:Objective: to establish an evaluation model of service quality of O2O platform in pharmacies, and to provide reference for platform operators to improve the quality of service. Methods: using SERVQUAL scale, combined with the development of O2O platform of pharmacies in China, the reliability of service was analyzed. The connotation of safety and other aspects, summed up the primary evaluation indicators of the service quality of O2O platform of pharmacies, and then designed an expert interview questionnaire to modify and empower the indicators according to the results of the questionnaire. The evaluation model of O2O platform service quality of drugstore was constructed, and the reliability and validity of the model index were verified. Results and conclusion: according to the connotation analysis of O2O platform service quality in SERVQUAL scale and the result of expert interview. Five first-level indicators, including reliability, safety, and the number of platform pharmacies, as well as the demonstration of drugstore qualifications are constructed. The evaluation model of service quality of O2O platform of drugstore including 18 second-class indexes such as type of drugstore, the reliability and validity of the model are verified, and the results show that the model is reasonable. It is suggested that further research should take into account the behavior habits and personal preferences of Chinese consumers and construct a more suitable evaluation model for the service quality of O2O platform of pharmacies in China.
【作者单位】：安徽中医药大学药学院;中国药科大学国际医药商学院;
【分类号】：R95

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