本文選題：服務(wù)承諾　切入點(diǎn)：溢價(jià)支付意愿　出處：《山東大學(xué)》2015年碩士論文

【摘要】：近幾年,我國快遞業(yè)發(fā)展迅猛,但一味的價(jià)格戰(zhàn)所導(dǎo)致的低劣的服務(wù)水平,已達(dá)不到消費(fèi)者日益增長的消費(fèi)需求。為吸引顧客,增強(qiáng)消費(fèi)信心,一些快遞企業(yè)推出了服務(wù)承諾。服務(wù)承諾的實(shí)施必然會(huì)帶來企業(yè)成本的升高,顧客的溢價(jià)支付意愿也就成了企業(yè)關(guān)注的重點(diǎn)。本文通過梳理相關(guān)文獻(xiàn),對(duì)服務(wù)承諾和顧客溢價(jià)支付意愿的關(guān)系進(jìn)行了理論推演,并從顧客感知的角度,引入感知風(fēng)險(xiǎn)和感知價(jià)值,建立了一個(gè)研究模型,以此來探討快遞業(yè)服務(wù)承諾各特性對(duì)顧客溢價(jià)支付意愿的作用機(jī)制。通過收集調(diào)查問卷,利用結(jié)構(gòu)方程分析法來驗(yàn)證研究假設(shè),研究結(jié)果為：在快遞業(yè)的背景下,(1)服務(wù)承諾特性中條件性、便利性和可信性對(duì)顧客的感知風(fēng)險(xiǎn)有顯著地負(fù)向影響；(2)便利性、適度性和可信性對(duì)顧客的感知價(jià)值有顯著正向影響；(3)感知風(fēng)險(xiǎn)對(duì)顧客溢價(jià)支付意愿有顯著負(fù)向影響；感知價(jià)值對(duì)溢價(jià)支付意愿有顯著正向影響；感知風(fēng)險(xiǎn)對(duì)感知價(jià)值有顯著負(fù)向影響；(4)通過中介效應(yīng)的分析,感知風(fēng)險(xiǎn)和感知價(jià)值的中介作用得到驗(yàn)證,只是在便利性和可信性對(duì)溢價(jià)支付意愿的作用中起到完全中介,而條件性和適度性除了通過“服務(wù)承諾-顧客感知-溢價(jià)支付意愿”這條路徑來影響溢價(jià)支付意愿外,還可以直接影響溢價(jià)支付意愿。基于研究結(jié)果,本文給快遞企業(yè)設(shè)計(jì)和實(shí)施服務(wù)承諾提出了一些建議,快遞企業(yè)可以考慮推行服務(wù)承諾,提供差異化服務(wù)以達(dá)到戰(zhàn)略轉(zhuǎn)型。在設(shè)計(jì)服務(wù)承諾時(shí),應(yīng)做到條款限制性較少,索要賠償?shù)某绦蜉^簡便,承諾的質(zhì)量水平和賠償方式較恰當(dāng),承諾的內(nèi)容較為可信。最后應(yīng)提升企業(yè)自身能力,為服務(wù)承諾的實(shí)施打好基礎(chǔ)。
[Abstract]:In recent years, China's express industry has developed rapidly, but the poor service level caused by the blindly price war has not reached the increasing consumer demand.In order to attract customers and enhance consumer confidence, some express delivery enterprises introduced service commitments.The implementation of service commitment will inevitably lead to the increase of enterprise costs, and the willingness of customers to pay premium becomes the focus of attention.By combing the relevant literature, this paper deduces the relationship between service commitment and customer premium payment will, and from the perspective of customer perception, introduces perceived risk and perceived value, and establishes a research model.In order to explore the express service commitment characteristics of the customer premium payment mechanism.By collecting questionnaires and using structural equation analysis method to verify the research hypothesis, the results are as follows: in the context of express delivery industry, the service commitment characteristics are conditional.Convenience and credibility have a significant negative impact on customer perceived risk, while moderation and credibility have a significant positive impact on customer perceived value. 3) perceived risk has a significant negative impact on customer premium payment willingness.Perceived value has a significant positive impact on the willingness to pay premium; perceived risk has a significant negative impact on perceived value.It is only in convenience and credibility that the willingness to pay premium is completely mediated, while conditionality and proportionality influence the willingness to pay at a premium through the path of "service commitment-customer perception-willingness to pay at a premium".It can also directly affect the willingness to pay the premium.Based on the research results, this paper gives some suggestions to express enterprises to design and implement service commitments, express enterprises can consider implementing service commitments, providing differentiated services to achieve strategic transformation.When designing a service commitment, the terms should be less restrictive, the procedure for asking for compensation is simpler, the quality level and compensation mode of the promise is more appropriate, and the content of the promise is more credible.Finally, the enterprise should improve its own ability and lay a good foundation for the implementation of service commitments.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F259.2

【共引文獻(xiàn)】

相關(guān)博士學(xué)位論文 前2條

1 邱瑋;服務(wù)品牌內(nèi)化的構(gòu)成要素與過程機(jī)制[D];南開大學(xué);2010年

2 李津;中國商業(yè)銀行服務(wù)接觸研究[D];天津財(cái)經(jīng)大學(xué);2012年

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本文編號(hào)：1718491