化妆品网购服务质量与顾客满意及顾客忠诚的关系研究

【作者】 王莹；

【导师】 韦福祥；

【作者基本信息】 天津师范大学 ， 企业管理， 2013， 硕士

【摘要】 随着网络技术的发展,网络购物(以下简称网购)已成为影响经济发展的重要因素,尤其是近些年来,化妆品网购飞速发展,已成为网购市场的第三大类目。由于化妆品的特殊性,化妆品销售网站与日俱增,竞争不断加剧,那些能够使顾客满意并拥有更多忠诚顾客的网站将会得到更好地发展,因此,化妆品网站需提高服务质量,让更多的顾客感到满意并对企业忠诚。本研究在总结前人研究的基础上,运用三阶段服务质量测量模型,结合化妆品网购的现状构建出合理的电子服务质量量表,根据相关文献回顾提出了研究模型与假设。通过问卷调查的方式来收集数据,运用SPSS16.0对数据进行信度及效度分析,结果证明量表是可靠合理的。探索性因子分析的结果显示售前质量包括网站设计、网站信息、沟通互动三个维度,售中质量包括交易沟通、交易诚信、网站安全、交易信息四个维度,售后质量包括可靠性和人性化两个维度。通过相关分析以及结构方程模型对提出的假设进行检验,得出如下结论：(1)整体电子服务质量及其各因子与顾客满意及顾客忠诚有显著相关性；(2)售前质量、售中质量、售后质量对顾客满意有显著的正向影响,影响大小排序为售后质量、售前质量、售中质量；(3)顾客满意对态度忠诚及行为忠诚有显著的正向影响,对态度忠诚的影响大于对行为忠诚的影响；(4)售前质量、售中质量、售后质量通过顾客满意间接影响态度忠诚及行为忠诚,除此之外,售中质量对态度忠诚还有直接影响,对二类忠诚的影响大小排序为售后质量、售中质量、售前质量。最后,通过实证研究结果对化妆品网站经营者提出合理的建议,帮助企业改进各阶段的服务质量,提高顾客的满意度及忠诚度。更多还原

【Abstract】 With the development of internet technology, online shopping has become an important factor affecting economic development, especially in recent years, cosmetics online shopping has developed rapidly and become the third largest category of the online shopping market. Due to the particularity of cosmetics and cosmetics sales website grow with each passing day, only those who make customer satisfy and have more loyal customers will develop much better, therefore, cosmetics websites have to improve service quality to satisfy more customers and guide them loyal to the company.This study based on the previous study, applies the three-stage online shopping service quality evaluation model, combines with the current situation of cosmetics online shopping to build a reasonable online shopping service quality scale, according to literature review proposes the research model and assumptions. This thesis collects data through questionnaire survey and uses SPSS16.0to analyze the reliability and validity of the data, the results show that the scale is reliable and resonable. The results of exploratory factor analysis indicate that the pre-sale quality has been affected by three dimensions which are website design, website information and interactive communication; the in sale quality has been affected by four dimensions which are transaction communication, transaction integrity, website security and transaction informantion;the after-sale quality has been affected by two dimensions which are reliability and humanization. Through the correlation analysis and structural equation model to test the proposed hypothesis and come to the following conclusions:(1)The overall online shopping service quality and its factors have significant relationship with customer satisfation and customer loyalty;(2)The pre-sale quality, in sale quality and after-sale quality have significant positive impact on customer satisfaction, the influence size order is after-sale quality, pre-sale quality, in sale quality;(3)Customer satisfaction has significant positive impact on the attitude loyalty and behavior loyalty, the impact on attitude loyalty is greater than the behavior loyalty;(4)pre-sale quality,in sale quality, after-sale quality through customer satisfaction indirectly affect attitude loyalty and behavior loyalty, in addition, the in sale quality has direct impact on attitude loyalty.At last, according to the empirical research results, put forward several reasonable proposals to the cosmetics website managers to help them improve each stage of service quality, make more cusomer satisfaction and loyal to the cosmetics websites.更多还原