本文選題：B2C電子商務 + 物流服務質(zhì)量評價體系　； 參考：《中北大學》2017年碩士論文

【摘要】：近年來,互聯(lián)網(wǎng)的發(fā)展使信息傳播和社會生活的方式發(fā)生了巨大變革,在此驅(qū)動下,我國電子商務市場繁榮發(fā)展。許多企業(yè)都積極快速地建立起自己的B2C電子商務平臺,電商競爭日益激烈。而作為電子商務交易中極其重要的物流環(huán)節(jié),其服務質(zhì)量的高低會對顧客在電子商務中的整體消費體驗具有極大的影響。因此,B2C電商企業(yè)只有通過不斷改善物流服務質(zhì)量,提升顧客滿意度,才能提高企業(yè)綜合競爭力。然而,我國目前對于B2C電子商務物流服務質(zhì)量的評價,大多還停留在宏觀研究層面,缺乏一套完善的評價體系和分析方法作為支撐。因此,本文通過建立一套適合我國B2C電子商務物流服務質(zhì)量的評價模型,采用定性與定量相結合的方法進行評價,目的是為B2C電商企業(yè)進行物流服務定位,針對其物流服務質(zhì)量中存在的問題進行改進和提升,從而真正達到顧客的期望,提高經(jīng)濟效益。本文是在歸納前人對服務質(zhì)量、物流服務質(zhì)量以及B2C電子商務物流等相關文獻的基礎上,在SERVQUAL模型和LSQ模型框架結構下,針對B2C電子商務物流服務特有的屬性,對其影響因素進行整合挑選,提出了由可靠性、時效性、便利性、移情性、信息性以及經(jīng)濟性6個維度及具體指標組成的初始評價體系,并設計了相應的量表和問卷,基于調(diào)研所獲得的數(shù)據(jù)用SPSS19.0進行了描述性統(tǒng)計分析、信效度檢驗等科學嚴謹?shù)挠嬃拷y(tǒng)計分析,從而對初始模型進行了驗證和調(diào)整。之后通過回歸分析對各維度和指標賦予權重。本文最后把上述建立起來的評價模型應用于具體電商企業(yè)——蘇寧易購,通過對其顧客進行抽樣調(diào)查,立足于顧客的期望——感知角度,對收集到的數(shù)據(jù)進行分析和研究,從而發(fā)現(xiàn)當前蘇寧易購物流服務質(zhì)量中需改進的地方,最后對癥下藥地提出相應的管理建議。
[Abstract]:In recent years, the development of the Internet has greatly changed the way of information dissemination and social life. Many enterprises actively and quickly set up their B-C e-commerce platform, e-commerce competition is becoming increasingly fierce. As an extremely important logistics link in e-commerce transactions, the quality of service will have a great impact on the overall consumer experience in e-commerce. Therefore, B2C e-commerce enterprises can improve their comprehensive competitiveness only by continuously improving logistics service quality and customer satisfaction. However, at present, most of the evaluation of B2C e-commerce logistics service quality is still in the macro research level, lacking a set of perfect evaluation system and analysis method as the support. Therefore, by establishing a set of evaluation model suitable for B2C e-commerce logistics service quality in China, this paper adopts qualitative and quantitative methods to evaluate the logistics service for B2C e-commerce enterprises. Aiming at the problems existing in the logistics service quality, the paper improves the quality of logistics service so as to meet the customer's expectation and improve the economic benefit. On the basis of summarizing the previous literatures on service quality, logistics service quality and B2C e-commerce logistics, this paper aims at the special attributes of B2C e-commerce logistics service under the framework of SERVQUAL model and LSQ model. This paper puts forward an initial evaluation system, which consists of six dimensions of reliability, timeliness, convenience, empathy, information, economy, and specific index, and designs the corresponding scale and questionnaire. Based on the data obtained from the investigation, descriptive statistical analysis, reliability validity test and other scientific and rigorous econometric analysis are carried out with SPSS19.0, and the initial model is verified and adjusted. After that, it gives weight to each dimension and index by regression analysis. Finally, this paper applies the above evaluation model to the specific e-commerce enterprise-SUNING, through the sample survey of its customers, based on the customer's expectation-perception perspective, the collected data are analyzed and studied. Thus, the author finds out that Su Ning needs to improve the quality of logistics service, and finally puts forward corresponding management suggestions for the case.
【學位授予單位】：中北大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F259.2

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