本文選題：網(wǎng)絡(luò)購物 + 服務(wù)失誤��； 參考：《北京郵電大學(xué)》2012年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)的發(fā)展日趨成熟,以網(wǎng)絡(luò)購物為代表的網(wǎng)絡(luò)化新型經(jīng)濟(jì)活動(dòng)正以前所未有的速度在我國得到迅猛發(fā)展。與此同時(shí),由于網(wǎng)絡(luò)購物過程中,交易雙方無法像傳統(tǒng)零售店交易那樣實(shí)實(shí)在在感受整個(gè)交易的過程,在時(shí)間和空間上出現(xiàn)分離。使得網(wǎng)絡(luò)商家難以控制服務(wù)過程,網(wǎng)絡(luò)購物中服務(wù)失誤頻頻發(fā)生,成為制約網(wǎng)絡(luò)購物市場(chǎng)發(fā)展的重要因素之一。然而目前有關(guān)網(wǎng)絡(luò)購物服務(wù)失誤與服務(wù)補(bǔ)救的研究仍比較有限,以往學(xué)者對(duì)服務(wù)補(bǔ)救的研究大多集中在醫(yī)療、餐飲和旅游行業(yè)。 本研究在文獻(xiàn)搜集和閱讀的基礎(chǔ)上,以在網(wǎng)絡(luò)購物中經(jīng)歷過服務(wù)補(bǔ)救的大學(xué)生群體為研究對(duì)象,將傳統(tǒng)行業(yè)的服務(wù)失誤和服務(wù)補(bǔ)救理論擴(kuò)展到網(wǎng)絡(luò)零售環(huán)境中,構(gòu)建了服務(wù)補(bǔ)救與顧客滿意的關(guān)系模型。并在結(jié)果公平、程序公平和互動(dòng)公平等感知公平的基礎(chǔ)上進(jìn)行拓展,引入了信息公平維度。與此同時(shí),創(chuàng)新性的以補(bǔ)救期望不一致作為調(diào)節(jié)變量,推導(dǎo)研究了其對(duì)感知公平與顧客滿意關(guān)系的影響。 本文參考現(xiàn)有相關(guān)量表的基礎(chǔ)上,結(jié)合網(wǎng)絡(luò)購物的服務(wù)特點(diǎn),針對(duì)性的設(shè)計(jì)了網(wǎng)絡(luò)購物環(huán)境中的服務(wù)補(bǔ)救和感知公平關(guān)系量表。采用問卷調(diào)查的方法大量收集相關(guān)數(shù)據(jù),并運(yùn)用統(tǒng)計(jì)分析軟件SPSS17.0和結(jié)構(gòu)方程軟件AMOS 17.0對(duì)這些數(shù)據(jù)進(jìn)行專業(yè)統(tǒng)計(jì)處理與分析,包括前期預(yù)測(cè)試、描述性統(tǒng)計(jì)、信度分析、效度分析和結(jié)構(gòu)方程模型分析等。 分析結(jié)果表明：(1)在網(wǎng)絡(luò)購物環(huán)境中,服務(wù)補(bǔ)救的有形補(bǔ)償、響應(yīng)的速度、道歉和補(bǔ)救的主動(dòng)性四個(gè)維度對(duì)感知公平有顯著的正向影響；(2)感知公平中的結(jié)果公平和互動(dòng)公平與顧客滿意呈現(xiàn)正相關(guān)；(3)補(bǔ)救期望不一致對(duì)顧客滿意有正相關(guān)的影響；(4)補(bǔ)救期望不一致對(duì)感知公平與顧客滿意關(guān)系的調(diào)節(jié)作用顯著。 基于上述研究,在實(shí)施服務(wù)補(bǔ)救的措施時(shí),提高顧客對(duì)服務(wù)補(bǔ)救的賠償、方式、態(tài)度等方面的公平感知,會(huì)大大提升顧客的滿意度。同時(shí)重視補(bǔ)救互動(dòng)的公平性,加強(qiáng)對(duì)一線的客服人員招聘培訓(xùn)。如果商家能夠完善售后服務(wù)流程,使得顧客可自主按著流程對(duì)服務(wù)失誤進(jìn)行選擇性處理,那么不僅可提高服務(wù)失誤解決效率,還可減小一線客服人員工作量。此外,如果網(wǎng)絡(luò)商家能對(duì)產(chǎn)品或服務(wù)進(jìn)行詳細(xì)客觀的描述,會(huì)顯著降低顧客因?qū)Ξa(chǎn)品期望過高而產(chǎn)生不滿的可能性。
[Abstract]:With the growing maturity of the Internet, the network of new economic activities, represented by Internet shopping, is developing rapidly in our country at an unprecedented rate. At the same time, in the process of online shopping, the parties can not feel the whole process of the whole transaction, like the traditional retail trade, in time and space. It makes it difficult for network merchants to control the service process, and the service failure occurs frequently in the network shopping, which has become one of the important factors that restrict the development of the network shopping market. However, the research on the service failure and service remedies of the network shopping is still limited. The previous studies on service remedies are mostly focused on medical treatment and catering. And the tourism industry.
On the basis of literature collection and reading, this study takes the college students who have experienced service remedies in online shopping as the research object, and extends the service failure and Service Remedy Theory in the traditional industry to the network retail environment, and constructs a model of the relationship between service remedies and customer satisfaction. On the basis of equal perceived fairness, the information equity dimension is introduced. At the same time, the innovation of the remedial expectation inconsistency as an adjustment variable, derives its influence on the relationship between perceived fairness and customer satisfaction.
This paper, on the basis of the existing related scale, combined with the service characteristics of online shopping, designed the service remedies and perceived fairness relationships in the network shopping environment. A large number of relevant data were collected by the method of questionnaire survey, and the data were collected by the statistical analysis software SPSS17.0 and the structural equation software AMOS 17. Professional statistical processing and analysis, including pre - test, descriptive statistics, reliability analysis, validity analysis and structural equation model analysis.
The results show that: (1) in the online shopping environment, the physical compensation of service remedies, the speed of response, the four dimensions of apology and remedial initiative have a significant positive effect on perceived fairness; (2) there is a positive correlation between the result fairness and the interactive fairness in the perceived fairness and the customer satisfaction; (3) the remedial expectation disagreement is satisfactory to the customer. Positive correlation effects; (4) remedial expectation inconsistency has a significant moderating effect on the relationship between perceived fairness and customer satisfaction.
Based on the above research, in the implementation of service remedies, improving customer satisfaction in compensation, manner, attitude and other aspects will greatly improve customer satisfaction. At the same time, pay attention to the fairness of remedial interaction and strengthen the recruitment training for the front line customer service personnel. The selective processing of service failure according to the process can not only improve the efficiency of service failure, but also reduce the workload of the first-line customer service personnel. In addition, if the network merchant can describe the product or service in detail and objectively, it will significantly reduce the possibility that the customer is dissatisfied with the high expectation of the product.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F724.6;G649.2

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