本文選題：網(wǎng)絡(luò)購(gòu)物 + 物流服務(wù)��； 參考：《天津師范大學(xué)》2014年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)技術(shù)的迅猛發(fā)展和不斷革新,網(wǎng)絡(luò)已成為一條重要的銷售渠道。在此情況下,消費(fèi)者的購(gòu)物喜好也慢慢地從傳統(tǒng)的實(shí)體商店逐步擴(kuò)展到新形式的虛擬網(wǎng)絡(luò)上。從某種程度上來(lái)說(shuō),這種依靠網(wǎng)絡(luò)平臺(tái)的虛擬商務(wù)模式已經(jīng)成為未來(lái)購(gòu)物的主流方向。在網(wǎng)絡(luò)購(gòu)物環(huán)境下,企業(yè)與消費(fèi)者的互動(dòng)界面已經(jīng)逐步脫離傳統(tǒng)的實(shí)體商店,而是由物流服務(wù)取而代之。也就是說(shuō),物流服務(wù)水平的高低對(duì)消費(fèi)者的購(gòu)物體驗(yàn)產(chǎn)生著直接的影響,并且還有可能對(duì)消費(fèi)者的下一次購(gòu)買決策產(chǎn)生一定的影響。因此,在網(wǎng)絡(luò)購(gòu)物情境下,研究物流企業(yè)所提供的物流服務(wù)的顧客滿意度水平,并努力尋找出影響物流服務(wù)顧客滿意度的關(guān)鍵指標(biāo),對(duì)于物流企業(yè)進(jìn)行有針對(duì)性的改進(jìn)具有重要的現(xiàn)實(shí)意義。 論文首先對(duì)物流服務(wù)質(zhì)量、網(wǎng)絡(luò)購(gòu)物環(huán)境下的物流服務(wù)質(zhì)量、網(wǎng)絡(luò)購(gòu)物環(huán)境下的顧客滿意等相關(guān)理論文獻(xiàn)進(jìn)行了簡(jiǎn)單的歸納梳理,在此基礎(chǔ)上,結(jié)合網(wǎng)絡(luò)購(gòu)物環(huán)境下物流服務(wù)的特點(diǎn)以及對(duì)消費(fèi)者的定性訪談研究,歸納出基于網(wǎng)絡(luò)購(gòu)物環(huán)境的物流服務(wù)質(zhì)量的5個(gè)衡量維度：時(shí)間質(zhì)量、交付質(zhì)量、人員溝通質(zhì)量、定制化服務(wù)質(zhì)量以及誤差處理質(zhì)量,并結(jié)合SERVQUAL模型,設(shè)計(jì)出具體的測(cè)量量表和問(wèn)卷,通過(guò)問(wèn)卷調(diào)查,收集樣本數(shù)據(jù),通過(guò)SPSS19.0和AMOS18.0統(tǒng)計(jì)軟件,采用描述性統(tǒng)計(jì)分析、信度和效度分析以及結(jié)構(gòu)方程模型分析等方法對(duì)數(shù)據(jù)進(jìn)行處理,最終不僅開(kāi)發(fā)出了具有實(shí)用性的基于網(wǎng)絡(luò)購(gòu)物環(huán)境的物流服務(wù)質(zhì)量評(píng)價(jià)量表,還探查出物流服務(wù)與顧客滿意之間的關(guān)系、影響網(wǎng)絡(luò)購(gòu)物物流服務(wù)顧客滿意的關(guān)鍵維度以及各維度之間的相互關(guān)系。即交付質(zhì)量和時(shí)間質(zhì)量都受人員溝通質(zhì)量和定制化服務(wù)質(zhì)量的正向影響；誤差處理質(zhì)量受時(shí)間質(zhì)量、定制化服務(wù)質(zhì)量以及交付質(zhì)量的正向影響,其中定制化服務(wù)質(zhì)量的影響作用更為明顯。此外,運(yùn)行結(jié)果也證實(shí)了時(shí)間質(zhì)量、定制化服務(wù)質(zhì)量以及誤差處理質(zhì)量對(duì)于網(wǎng)絡(luò)購(gòu)物環(huán)境下的物流服務(wù)顧客滿意度都有一定的正向影響關(guān)系,其中誤差處理質(zhì)量對(duì)顧客滿意的正向影響作用最為顯著。
[Abstract]:With the rapid development of Internet technology and continuous innovation, the network has become an important sales channel. In this case, consumers' shopping preferences are gradually expanding from traditional physical stores to new forms of virtual networks. To some extent, this virtual business model based on network platform has become the mainstream direction of shopping in the future. In the online shopping environment, the interactive interface between enterprises and consumers has gradually separated from the traditional physical stores, but replaced by logistics services. In other words, the level of logistics service has a direct impact on the consumer's shopping experience, and may also have a certain impact on the next purchase decision of consumers. Therefore, in the context of online shopping, this paper studies the level of customer satisfaction of logistics services provided by logistics enterprises, and tries to find out the key indicators that affect the customer satisfaction of logistics services. It has important practical significance for logistics enterprises to carry out targeted improvement. First of all, the paper summarizes the related theoretical documents such as logistics service quality, logistics service quality under the network shopping environment, customer satisfaction under the network shopping environment, and on this basis, Combined with the characteristics of logistics service in online shopping environment and the qualitative interview with consumers, five dimensions of logistics service quality based on online shopping environment are summarized: time quality, delivery quality, personnel communication quality. Customizing service quality and error handling quality, combined with SERVQUAL model, designed the specific measurement scale and questionnaire, collected sample data through questionnaire, adopted SPSS19.0 and AMOS18.0 statistical software, used descriptive statistical analysis, and designed the specific measurement scale and questionnaire, through the questionnaire survey, the collection sample data, through the SPSS19.0 and the AMOS18.0 statistical software, uses the descriptive statistical analysis. The reliability and validity analysis and structural equation model analysis are used to process the data. Finally, a practical logistics service quality evaluation scale based on online shopping environment is developed. It also explores the relationship between logistics service and customer satisfaction, the key dimensions of customer satisfaction and the relationship between each dimension. That is, both the quality of delivery and the quality of time are positively affected by the quality of personnel communication and the quality of customized service, and the quality of error handling is positively affected by the quality of time, the quality of customized service and the quality of delivery. The effect of customized service quality is more obvious. In addition, the results also confirm that the time quality, customized service quality and error handling quality have positive effects on customer satisfaction of logistics service in the online shopping environment. The positive effect of error processing quality on customer satisfaction is the most significant.
【學(xué)位授予單位】：天津師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F724.6;F253;F274

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