【作者】 刘莹；

【导师】 李昀； 李维；

【作者基本信息】 北京林业大学 ， 管理科学与工程， 2012， 硕士

【摘要】 自2010年起,一类新兴的电子商务模式——网络团购在我国迅猛发展。在激烈的竞争中,团购网站逐渐意识到顾客忠诚的重要性,因此有必要识别影响顾客忠诚的关键服务质量因子,理清服务质量和顾客忠诚间的作用机理,为经营者提供对策建议。鉴于餐饮美食、休闲娱乐、生活服务等服务类产品占网络团购的比例较高,同时极具发展潜力,本研究选择取本地服务团购网站为研究对象,对其网站的服务质量与顾客忠诚的关系进行实证研究。针对302份有效问卷,运用SPSS17.0和AMOS18.0软件,采用信度分析、效度分析(因子分析)、相关性分析、回归分析、结构方程建模等方法,得到以下主要结论：第一,服务质量通过顾客满意、信任对顾客忠诚构成了影响。在四要素模型中,实证数据显示,服务质量对顾客忠诚的直接影响要大于通过顾客满意和信任而对顾客忠诚的间接影响。第二,本地服务团购网站的服务质量可以划分为有效性、系统可用性、兑现度、隐私性、响应度、补偿度和接触度七个维度。各维度对服务质量的影响具有差异性,其中,响应度和兑现度对服务质量的影响是最显著的。第三,本地服务团购网站的顾客忠诚可分为行为和态度两个方面,服务质量的七个维度对行为和态度忠诚的影响是不同的,兑现度对态度和行为忠诚的影响都是最显著的,而补偿度对态度忠诚的影响较显著,响应度对行为忠诚的影响较显著。最后提出若干建议：(1)改善团购网站核心服务质量,如加强商家资格审核、提高网站操作的使捷性、保护顾客隐私等。(2)改善团购网站售后服务质量,如积极帮助顾客解决问题、快速退款和原路返款、核实商家电话的真实性性等。(3)不断开展服务创新,如建立完善的消费后的评价系统,推出快到期短信提醒服务等。更多还原

【Abstract】 Asa new kind of e-commerce model, group-purchase has been surging in China since2010. In fierce competition, group-purchase websites realize the importance of customer loyalty. To provide effective suggestions for these websites, it is crucial to identify key factors of service quality and clarify mechanism of service quality and customer loyalty."local service" websites, which provide dining, recreation, daily life service and so on, are selected as study object because they account for a higher proportion of group-purchase amount and have a bright future. Based on302valid questionnaires, data reliability, validity analysis, correlation analysis, regression analysis and structural equation modeling are carried out with SPSS17.0and AMOS18.0. Finally several conclusions are drawn as follows.First, service quality has a direct influence on customer loyalty, which is greater than the indirect effect with the moderating variance of customer satisfaction and trust in the four-element model.Second, service quality of the "local service" group-purchase websites can still be divided into seven dimensions. Each dimension has different impact on customer loyalty. Responsiveness and fulfillment are the most significant dimensions.Third, customer loyalty can be divided into behavior loyalty and attitude loyalty. Fulfillment has the largest impact on both attitude and behavior loyalty, while compensation has great impact on attitude loyalty and responsiveness has great influence on behavior loyalty.Finally this paper proposes some suggestions:(1) to improve core service quality, such as setting up business qualification examination, enhancing the convenience of site operations, escalating protection of customer privacy.(2) to improve after-purchase service quality, such as actively helping customers solve problems, refunding quickly, returning to bank account and verifying the authenticity of merchant’s telephone number.(3) to carry out service innovation continuously, such as establishing consumer evaluation system and introducing expiration-approaching alert service with short message.更多还原