随着我国从汽车大国向汽车强国迈进，针对汽车的质量要求越来越高，汽车 质量是一项系统工程，包含了汽车品牌、客户体验、售后服务质量等等，可划分 为汽车质量的硬实力和软实力，伴随着技术水平的不断提升，客户对汽车智联的 软实力要求也越来越高。对于汽车销售企业而言，售后服务质量已成为衡量其水 平的重要标志。 本研究在针对智能化服务水平、消费者服务体验质量、创新服务、售后服务 质量的基础上，构建了“智能化服务水平——创新服务——售后服务质量”的理 论模型，提出研究假设，并对模型在参照相关学者研究的基础上，设计了相关量 表，通过问卷调查获取到的数据，对模型进行了检验。智能化服务水平与售后服 务质量呈正相关、智能化服务水平与服务创新呈正相关、服务创新与售后服务质 量呈正相关、服务创新在智能化服务创新和售后服务质量之间起中介作用、消费 者服务体验质量在服务创新中起调节作用、消费者服务体验质量在售后服务质量 中起调节作用。 最后，提出从有形性、可靠性、响应性、保证性和移情性五个方面提出汽车 销售企业售后服务质量提升策略，并建议汽车销售企业提升售后服务质量需注重 提升智能服务水平、注重服务创新和注重消费者服务体验。 关键词：售后服务质量；智能化服务水平；服务创新；汽车销售企业； II Abstract AsChinastridesforwardfromabigautomobilecountrytoapowerful automobilecountry,thequalityrequirementsofautomobilearehigherandhigher. Automobilequalityisasystematicproject,includingautomobilebrand,customer experience,after-salesservicequality,etc.,whichcanbedividedintohardpowerand softpowerofautomobilequality.Withthecontinuousimprovementoftechnicallevel, customershavehigherandhigherrequirementsforthesoftpowerofautomobile Zhilian.Forautomobilesalesenterprises,after-salesservicequalityhasbecomean importantindicatortomeasureitslevel. Onthebasisofintelligentservicelevel,consumerserviceexperiencequality, innovativeserviceandafter-salesservicequality,thisstudyconstructsatheoretical modelof"intelligentservicelevelinnovativeservicequalityaftersalesservice",puts forwardresearchhypotheses,anddesignsrelevantscalesonthebasisoftheresearch ofrelevantscholars,andobtainsthedatathroughquestionnairesurveyAccordingto, themodelistested.Intelligentservicelevelispositivelycorrelatedwithafter-sales servicequality,intelligentservicelevelispositivelycorrelatedwithservice innovation,serviceinnovationispositivelycorrelatedwithafter-salesservicequality, serviceinnovationplaysanintermediaryrolebetweenintelligentserviceinnovation andafter-salesservicequality,consumerserviceexperiencequalityplaysaregulating roleinserviceinnovation,andconsumerserviceexperiencequalityplaysarolein after-salesservicequalityItplaysaregulatingrole. Finally,thepaperputsforwardthestrategiestoimprovetheafter-salesservice qualityofautomobilesalesenterprisesfromfiveaspectsoftangibility,reliability, responsiveness,assuranceandempathy,andsuggeststhatautomobilesalesenterprises shouldpayattentiontotheimprovementofintelligentservicelevel,service innovationandconsumerserviceexperience. Keywords:Aftersalesservicequality；Intelligentservicesupply；Serviceinnovation； Automobilesalesenterprises； 汽车销售企业的智能化服务水平对服务创新和售后服务质量影响研究 目录 摘要........................................................................................................................I Abstract......................................................................................................................II 1绪论..........................................................................................................................1 1.1选题背景.........................................................................................................1 1.2问题的提出......................................................................................................1 1.3研究意义..........................................................................................................2 1.3.1现实意义..............................................................................................2 1.3.2理论意义..............................................................................................2 1.4研究内容.........................................................................................................3 1.5研究方法及技术路线.....................................................................................3 1.5.1研究方法..............................................................................................3 1.5.2技术路线图..........................................................................................4 1.6本文创新点.....................................................................................................5 2文献综述..................................................................................................................6 2.1售后服务质量概述.........................................................................................6 2.1.1售后服务质量相关概念......................................................................6 2.1.2售后服务质量的内涵及影响因素......................................................6 2.1.3售后服务质量评价模型......................................................................7 2.2智能化服务水平.............................................................................................9 2.2.1智能化服务水平定义及内涵..............................................................9 2.2.2智能化服务水平测评........................................................................10 2.3服务创新.......................................................................................................11 2.3.1服务创新的定义及内涵....................................................................11 2.3.2服务创新的四维模型........................................................................12 2.3.3服务创新测评....................................................................................13 2.4消费者服务体验质量...................................................................................13 2.4.1服务体验的定义及内涵....................................................................13 2.4.1消费者服务体验质量测评................................................................14 3模型构建与研究假设..............................................................................................15 3.1访谈研究.......................................................................................................15 3.1.1访谈目的.............................................................................................15 工商管理硕士专业学位论文 IV 3.1.2访谈形式.............................................................................................15 3.1.3访谈提纲.............................................................................................15 3.1.4访谈结果.............................................................................................16 3.2模型构建.......................................................................................................16 3.3研究假设.......................................................................................................17 3.3.1智能化服务水平与售后服务质量的关系.........................................17 3.3.2智能化服务水平与服务创新的关系.................................................18 3.3.3服务创新与售后服务质量的关系.....................................................18 3.3.4服务创新的中介作用........................................................................18 3.3.5消费者服务体验质量的调节作用....................................................19 4研究工具及测量方法..............................................................................................20 4.1研究工具.......................................................................................................20 4.2研究变量的测量...........................................................................................20 4.2.1智能化服务水平................................................................................20 4.2.2消费者服务体验质量........................................................................20 4.2.3服务创新................