【摘要】：隨著信息技術(shù)的進(jìn)一步升級發(fā)展,網(wǎng)絡(luò)購物變的越來越方便快捷,更多的消費(fèi)者從傳統(tǒng)的實(shí)體商店轉(zhuǎn)向網(wǎng)絡(luò)商店進(jìn)行購物�？爝f作為網(wǎng)購環(huán)節(jié)中能否使交易達(dá)成的至關(guān)重要的一環(huán),其服務(wù)質(zhì)量的優(yōu)劣直接影響到消費(fèi)者的網(wǎng)購體驗(yàn),從而影響到電商平臺的效益。雖然近幾年網(wǎng)購快遞服務(wù)質(zhì)量已經(jīng)有了較大的提升,但根據(jù)2015年中國電子商務(wù)研究中心發(fā)布的關(guān)于電商投訴的數(shù)據(jù)報(bào)告顯示,網(wǎng)購物流快遞方面占比6.830%,主要表現(xiàn)為快件延誤、投遞服務(wù)不佳、快件丟失及損毀等。因此,伴隨消費(fèi)者消費(fèi)升級,如何進(jìn)一步提高網(wǎng)購快遞服務(wù)質(zhì)量以滿足消費(fèi)者日益?zhèn)�性化的需求,為消費(fèi)者提供更加滿意的快遞服務(wù),成為目前需要解決的問題。為此,本文從消費(fèi)者感知的快遞服務(wù)質(zhì)量滿意與否出發(fā),以具有網(wǎng)購經(jīng)驗(yàn)的消費(fèi)者為研究對象,探討網(wǎng)購快遞服務(wù)質(zhì)量的改善策略,從而為網(wǎng)購平臺商、快遞服務(wù)提供商改善快遞服務(wù)質(zhì)量提供依據(jù)。首先,通過整理國內(nèi)外有關(guān)快遞服務(wù)質(zhì)量和顧客滿意的相關(guān)文獻(xiàn),整理出網(wǎng)購快遞服務(wù)質(zhì)量的5個(gè)測量維度:時(shí)間性、交付質(zhì)量、人員溝通質(zhì)量、誤差處理質(zhì)量、便利性。同時(shí),伴隨著顧客網(wǎng)購商品的種類越來越豐富,顧客在購買不同的商品時(shí),享受到的快遞服務(wù)可能會有差異,因此引入商品類型為本研究中的調(diào)節(jié)變量,并基于SERVPERF模型中的感知服務(wù)質(zhì)量測量方法構(gòu)建了網(wǎng)購快遞服務(wù)質(zhì)量對顧客滿意的影響模型,提出了相應(yīng)假設(shè)。其次,基于文獻(xiàn)和定性訪談生成本研究的調(diào)查問卷,并通過預(yù)測試驗(yàn)證了問卷的信度和效度。最后,通過SPSS23.0軟件對所收集的數(shù)據(jù)進(jìn)行分析,驗(yàn)證了本文的假設(shè)。本研究證實(shí)了網(wǎng)購快遞服務(wù)質(zhì)量的五個(gè)維度都會正向影響顧客滿意。其中按照對顧客滿意的重要性排序依次是便利性、交付質(zhì)量、人員溝通質(zhì)量、時(shí)間性、誤差處理質(zhì)量。因此,無論是自營還是第三方快遞服務(wù)提供商,要想增強(qiáng)競爭力,可以依據(jù)自身情況從這五個(gè)維度對快遞服務(wù)進(jìn)行改善。同時(shí),網(wǎng)購商品類型不同,顧客對快遞服務(wù)質(zhì)量的滿意程度有差異。因此,網(wǎng)購平臺和快遞企業(yè)可以考慮根據(jù)商品類型的差異為消費(fèi)者提供不同的快遞服務(wù),以滿足其個(gè)性化的需求。
[Abstract]:With the further development of information technology, online shopping becomes more and more convenient, more and more consumers switch from traditional physical stores to online stores to shop. Express delivery is the most important part of online shopping, and its service quality directly affects consumers' online shopping experience, thus affects the benefit of e-commerce platform. Although the quality of online shopping express service has been greatly improved in recent years, according to the data report on e-commerce complaints issued by the China Electronic Commerce Research Center in 2015, the proportion of online shopping logistics express delivery accounts for 6.830 percent, mainly manifested in express mail delays. Delivery service is not good, courier lost and damaged, etc. Therefore, with the upgrading of consumer consumption, how to further improve the quality of online courier service to meet the increasingly personalized needs of consumers, to provide more satisfactory express service for consumers, become the problem that needs to be solved. Therefore, based on the satisfaction of consumers' perceived express service quality, this paper takes consumers with online shopping experience as the research object, discusses the improvement strategy of online shopping express service quality, thus providing a platform for online shopping. Express service providers to improve the quality of express service to provide the basis. First of all, through sorting out the relevant documents about the quality of express delivery service and customer satisfaction at home and abroad, this paper collates five dimensions of online shopping express service quality: timeliness, quality of delivery, quality of personnel communication, quality of error handling, convenience. At the same time, with more and more types of goods purchased by customers online, customers may enjoy different express service when they buy different goods, so the introduction of commodity type is the adjustment variable in this study. Based on the perceived quality of service (QoS) measurement method in SERVPERF model, this paper constructs a model of the influence of the service quality of online shopping express delivery on customer satisfaction, and puts forward the corresponding assumptions. Secondly, the questionnaire was generated based on literature and qualitative interviews, and the reliability and validity of the questionnaire were verified by predictive test. Finally, the data collected are analyzed by SPSS23.0 software, and the hypothesis of this paper is verified. This study confirms that the five dimensions of online delivery service quality will positively affect customer satisfaction. According to the importance of customer satisfaction, the order is convenience, delivery quality, personnel communication quality, timeliness, error handling quality. Therefore, whether self-owned or third-party express service providers, in order to enhance their competitiveness, we can improve the delivery service from these five dimensions according to their own situation. At the same time, different types of goods purchased online, customer satisfaction with the quality of express service is different. Therefore, online shopping platform and express delivery enterprises can consider to provide different express service to consumers according to the different types of goods to meet their personalized needs.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F252;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 謝廣營;;B2C及C2C網(wǎng)購物流服務(wù)質(zhì)量測量述評:一個(gè)概念模型及理論框架[J];管理評論;2016年04期

2 柴偉莉;宋曉旭;;網(wǎng)購快遞顧客滿意度測評指標(biāo)體系構(gòu)建[J];中國市場;2015年50期

3 曹霞;李玲;;基于SERVQUAL模型的網(wǎng)購快遞服務(wù)質(zhì)量評價(jià)體系研究[J];鐵道運(yùn)輸與經(jīng)濟(jì);2015年08期

4 于寶琴;武淑萍;杜廣偉;;網(wǎng)購快遞物流服務(wù)系統(tǒng)測評的枝模型仿真[J];中國管理科學(xué);2014年12期

5 張圣亮;陶能明;;快遞公司服務(wù)失誤對網(wǎng)店顧客滿意和忠誠的影響——基于心理賬戶理論和歸因理論[J];現(xiàn)代財(cái)經(jīng)(天津財(cái)經(jīng)大學(xué)學(xué)報(bào));2014年06期

6 馬文省;;物流業(yè)服務(wù)質(zhì)量與顧客滿意度關(guān)系研究[J];物流技術(shù);2014年07期

7 鄭秋瑩;姚唐;范秀成;穆琳;曹花蕊;;基于Meta分析的“顧客滿意-顧客忠誠”關(guān)系影響因素研究[J];管理評論;2014年02期

8 于寶琴;杜廣偉;;基于SERVQUAL模型的網(wǎng)購快遞服務(wù)質(zhì)量的模糊評價(jià)研究[J];工業(yè)工程;2013年02期

9 楊世軍;楊學(xué)春;尤浩田;;基于服務(wù)質(zhì)量模型的快遞服務(wù)質(zhì)量差距分析[J];物流技術(shù);2013年05期

10 黃斐;王佳;;中國網(wǎng)購中物流服務(wù)質(zhì)量評價(jià)的實(shí)證研究[J];技術(shù)經(jīng)濟(jì)與管理研究;2011年10期

相關(guān)碩士學(xué)位論文 前5條

1 劉佳琪;電商快遞供應(yīng)商評價(jià)及選擇方法研究[D];北京郵電大學(xué);2015年

2 李康;基于服務(wù)接觸理論的網(wǎng)購快遞顧客滿意度實(shí)證研究[D];蘭州商學(xué)院;2013年

3 肖純;我國民營快遞企業(yè)服務(wù)質(zhì)量評價(jià)研究[D];南京農(nóng)業(yè)大學(xué);2013年

4 劉丹;網(wǎng)購物流服務(wù)質(zhì)量的構(gòu)成維度及其與網(wǎng)購行為的關(guān)系研究[D];大連交通大學(xué);2012年

5 張晨;基于顧客感知價(jià)值的快遞企業(yè)服務(wù)質(zhì)量評價(jià)研究[D];河北工程大學(xué);2012年

，

本文編號：2190513