本文以服务质量的相关理论为出发点,阐述了服务和服务质量的概
念,对B2C企业的类型进行合理的界定和划分,并概述B2C企业服务质
量评价的方法和标准。通过分析国内外的B2C企业发展现状,确定了影响
B2C企业服务质量的关键因素。参考已有的服务质量评价指标模型,初步
选取B2C企业服务质量评价指标。通过使用调查问卷的形式采集到一定数
量规模的样本数据,并运用IBM SPSS19.0版本软件对其进行数据分析,
通过描述性的统计分析、因子分析、主成分分析、量表修正、信度检验、
效度检验对服务质量评价模型进行修正和校验,最终建立了基于顾客感知
的B2C企业服务质量评价指标体系,包括技术性、履行性、安全性、补偿
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北京化工大学硕士学位毕业论文
性、响应性、移情性六个维度,22个具体评价指标,并确定权重,形成了
基于顾客感知的B2C企业服务质量测量量表。最后,以京东商城为案例进
行实证研究,使用理论构建的B2C企业服务质量测量量表,对京东商城的
服务质量进行模糊综合评价,发现京东商城在安全性和履行性方面存在不
足,同时提出京东商城服务质量的改进意见
关键词:B2C企业;服务质量;主成分分析;模糊综合评价
II
ABSTRACT
THR SERVICE QUALITY EVALUATION STUDY OF B2C
ENTERPRISES BASED ON CUSTOMER PERCEPTION
ABSTRACT
The traditional trading models are being changed by the emergence of
Internet. Herein, the B2C e-commerce, which is a representative of the new
business platform, facilitates a revolutionary change in economy field. For
example, in 2015, the 51.9% of trade shares of the online retail market were
derived from B2C e-commerce. This indicates the rapid development of B2C
e-commerce. However, the enterprises usually pay too much attention on how
to obtain sustained profitable growth and greater market share to ignore the
brand building and customer experience. Therefore, the service quality urgently
needs to be improved. Moreover, it is important for the B2C enterprises to
investigate the key factors on the service quality thus promoting their core
competence, and in turn improve their values creation potentials.
In this study, the concepts of service and service quality are elaborately
explained. Furthermore, the quality evaluation methods and standards of B2C
enterprises are clearly described. The sample data were collected by
questionnaire survey and then analyzed by using IBM version of SPSS 19.0
software. Meanwhile, the service quality evaluation of B2C enterprises, which
is based on customer perception, was constructed by utilizing descriptive
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北京化工大学硕士学位毕业论文
statistical analysis, correlation analysis, factor analysis, principal component
analysis, scale correction, correction and verification of reliability test and
validity test. In addition, this service quality evaluation includes six dimensions
which are technical, fulfilment, safety, compensatory, responsiveness and
empathy and 22 specific evaluation indexes and their weight was also
confirmed. Moreover, by choosing Jingdong Mall as an example, the fuzzy
comprehensive evaluation was studied by utilizing the service quality (as we
mentioned above). It was found that there exist problems in the aspects of
security and fulfilment. Thus, based on the above discussion, the improvement
suggestions are given.
KEY WORDS: B2C enterprises, service quality, principal component analysis,
fuzzy comprehensive evaluation
IV
CONTENT
目录
m-m mit 1
1.1研究背景与意义[[I研究背景1. 1.2研究意义1.2研究框架与研究内容1.3研究方法1.4本文创新点第二章文献综述及理论基础2. 1国内外研究现状2. 1. 1影响因素研究2.1.2评价指标及模型研究2. 1.3与顾客满意度和忠诚度之间的关系研究2.2服务质量概述2.2. 1服务质量的界定2.2.2服务质量的评价2. 3 B2C企业服务质量概述2. 3. 1电子商务服务质量概念2. 3_2 B2C企业介绍2,3.3 B2C企业服务质量2. 3. 4 B2C企业服务质量的评价2.4模糊综合评价法第三章基于顾客感知的B2C企业服务质量评价模型
21
3. 1 B2G企业现状分析
21
3. 1. 1 B2C企业运营模式
21
3. 1.2 B2C企业现状分析
23
3. 2 B2C企业服务质量现状分析
25
3. 2. 1 B2C企业服务质量现状分析
25
3.2.2 B2G企业服务质量影响因素
27
3. 2. 3 B2C企业服务质量评价主体
28
3. 3建模思路
28
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北京化工大学硕士学位毕业论文
3.4测量项目的初步筛选
29
3. 5问卷调查和数据分析
33
3. 5. 1问卷调查
33
3. 5. 2数据分析
34
3. 6模型的校验
35
3.6. 1纯化测量项目
35
3. 6. 2因子分析
36
3. 6. 3修正测量量表
40
3. 7检验量表
42
3. 7. 1信度检验
42
3. 7. 2效度检验
43
3. 8指标的建立
44
3. 9权重的确定
45
第四章实证分析
49
4. 1京东商城概况
49
4. 2京东商城模糊评价
49
4 2. 1问卷调查及数据统计
49
4. 2. 2二级指标模糊综合评价
50
4. 2. 3 —级指标模糊综合评价
53
4. 3京东商城服务质量提高策略
53
4. 3. 1保障顾客购物安全
53
4. 3. 2提升履行性服务水平
54
4. 3. 3完善补偿措施
55
第五章结论 57
5. 1研究结论
57
5. 2展望
57
参考文献 59
附录1 63
附录2 65
附录3 67
麵 69
导师及作者介绍
71
VI
CONTENT
CONTENT
Chapter 1 Introduction1.1 Research background and significance1.1.1 Research background1.1.2 Research significance1.2 Reseach framework and research content1.3 Research method1A The innovation pointsChapter 2 Literature review and theoretical basis2.1 Research status2.1.1 Study of factor2.1.2 Study of evaluation index and model2.1.3 The relationship between customer loyalty and satisfaction research2.2 Service quality overview2.2.1 Definition of service quality2.2.2 Evaluation of service quality2.3 B2C enterprises service quality overview2.3.1 E-commerce service quality2.3.2 B2C enterprises introduction2.3.3 B2C enterprises service quality2.3.4 Evaluation of B2C enterprises service quality2.4 Fuzzy comprehensive evaluationChapter 3 The service quality evaluation model of B2C enterprises based
on customer perception
21
3.1 B2C enterprises status
21
3.1.1 B2C operation pattern
21
3.1.2 B2C enterprises status analysis
23
3.2 B2C enterprises service quality satus analysis
25
3.2.1 Satus analysis of B2C enterprises service quality
25
3.2.2 Factors of B2C enterprises service quality
27
3.2.3 Evaluation subject of B2C enterprises service quality
28
VII
北京化工大学硕士学位毕业论文
3.3 Modeling ideas
28
3.4 Preliminary screening measure subject
29
3.5 Design questionnaire and analyze data
29
3.5.1 Design questionnaire
33
3.5.2 analyze data
34
3.6 Verify model
35
3.6.1 Purify measure subject
35
3.6.2 Factor analysis
36
3.6.3 Correction model
40
3.7 Testing model
42
3.7.1 Credit test
42
3.7.2 Validity test
43
3.8 Establish model
44
3.9 Weight determination
45
Chapter 4 Empirical study
49
4.1 Jingdong Mall overview
49
4.2 Fuzzy evaluation for Jingdong Mall
49
4.2.1 Que
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