本文關鍵詞： 快遞服務業(yè) 顧客體驗 顧客滿意 顧客忠誠　出處：《廣西大學》2014年碩士論文　論文類型：學位論文

【摘要】：電商體驗升級,物流先行。電子商務發(fā)展帶動了快遞業(yè)繁榮,然而在市場蛋糕進一步做大做強的同時也吸引了眾多的分食者：從一家獨大到百家爭鳴,新的市場競爭主體不斷涌入,快遞企業(yè)兼并重組不斷上演。快遞業(yè)作為典型的服務型企業(yè),已經從以往拼速度、比價格,逐漸步入了以顧客為中心的體驗轉型期。因此,如何通過顧客體驗提升顧客滿意和顧客忠誠,是當今所有快遞企業(yè)共同關心的問題。 本文以快遞服務業(yè)為研究對象,通過對國內外顧客體驗相關研究文獻的梳理,針對快遞行業(yè)實際特征,得到了影響快遞服務業(yè)顧客體驗的構面并構建了快遞業(yè)顧客體驗與顧客忠誠影響的機理模型。本研究分為三個部分：首先通過文獻回顧、小組討論、專家意見等方法建立了快遞顧客體驗模型,并將以此為基礎設計的測量量表經過了預測試、信度效度分析方法以及驗證性因子分析的驗證；其次是通過參閱大量國內外顧客體驗相關研究文獻,以顧客體驗、顧客滿意和顧客忠誠等理論為基礎,結合之前構建的快遞顧客體驗模型與量表,并結合我國快遞業(yè)顧客體驗實際情況,提出了快遞顧客體驗與顧客忠誠關系的理論模型與假設；最后運用SPSS17.0軟件對快遞行業(yè)顧客體驗的三個維度與顧客滿意、顧客忠誠進行了相關性分析和回歸分析。得到的實證結果包括：快遞顧客體驗包含產品體驗、服務體驗和品牌體驗三個維度,并均對顧客滿意及顧客忠誠產生正向顯著影響；快遞顧客滿意在顧客體驗和顧客忠誠間具有中介效應；人口特征對模型中各變量影響程度存在一定差異。 本文通過快遞行業(yè)顧客體驗模型和量表的構建,對快遞行業(yè)顧客體驗與顧客忠誠關系模型進行研究,并在最后提出了幾點加強快遞服務行業(yè)顧客體驗管理的建議,希望能為我國快遞行業(yè)在實際服務過程中提供一些可行性的參考。
[Abstract]:The e-commerce industry flourished, however, while the market cake became bigger and stronger, it also attracted a large number of sub-eaters: from one big company to a hundred schools of thought. As a typical service-oriented enterprise, express delivery industry, as a typical service-oriented enterprise, has gradually stepped into the customer-centered experience transition from the past, compared with the price. How to improve customer satisfaction and customer loyalty through customer experience is a common concern of all express delivery enterprises. In this paper, express service industry as the research object, through the domestic and foreign customer experience related research literature combing, aiming at the actual characteristics of express delivery industry, This study is divided into three parts: firstly, through literature review and group discussion, the mechanism model of customer experience and customer loyalty in express delivery industry is constructed. Expert opinion and other methods established express customer experience model, and the measurement scale designed on this basis was tested by prediction, reliability and validity analysis, and verified by confirmatory factor analysis. Secondly, based on the theories of customer experience, customer satisfaction and customer loyalty, and referring to a large number of domestic and foreign literatures on customer experience, combined with the model and scale of express customer experience, Combined with the actual situation of customer experience in express delivery industry in China, the theoretical model and hypothesis of the relationship between customer experience and customer loyalty in express delivery industry are put forward. Finally, the three dimensions of customer experience and customer satisfaction in express industry are analyzed by using SPSS17.0 software. Correlation analysis and regression analysis of customer loyalty. The empirical results include: express customer experience includes three dimensions: product experience, service experience and brand experience, and all of them have a positive and significant impact on customer satisfaction and customer loyalty. Express customer satisfaction has intermediary effect between customer experience and customer loyalty. Through the construction of customer experience model and scale, this paper studies the relationship between customer experience and customer loyalty in express delivery industry, and finally puts forward some suggestions to strengthen customer experience management in express service industry. Hope to provide some feasible reference for China express industry in the actual service process.
【學位授予單位】：廣西大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F259.23

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本文編號：1519744