近年来，在我国互联网营销代理行业，营销代理商和相关从业人员的数量均出现 空前的增长。与此同时，行业的竞争也愈加激烈，行业内出现了不少广告主客户频换 营销代理公司、对营销代理商的服务满意度不高等负面信息。如何提升服务质量，从 服务质量满意度作为切入点进行行业现状分析则成为众多营销代理商亟待解决的问 题。 本文选取营销代理商F公司作为研究对象，首先结合实际工作经验和行业交流 调研，绘制出F公司为广告主客户提供互联网广告的服务流程，以此来明确F公司的 服务流程和关键节点。然后，结合服务流程和关键节点来构建符合F公司特点的 SERVQUAL量表及问卷。再后，通过对SERVQUAL量表的完善和对调查问卷的结 合分析，整理出互联网行业营销代理商服务质量管理中存在的问题。最后，制定实施 保障计划，以确保企业能够真实有效的提升服务质量管理。 本研究的目的是希望帮助企业提升服务质量管理，建立服务生态体系。也希望本 研究为互联网行业营销代理商服务质量的创新优化提供新思路。 关键词：互联网营销代理商；互联网广告；服务质量；SERVQUAL模型；服务营销 III Abstract In recent years, the number of marketing agency of China’s Internet industry is huge and there are large number of employees in the industry. The industry competition is getting stronger, there have been many negative messages in the industry that a lot of clients and advertisers change their marketing agency companies frequently, and the service satisfaction of marketing agency is not that high. Improving service quality, analyzing the current status of the industry in the view of service quality satisfaction has become a problem that the marketing agency need to solve urgently. In this research we select Internet marketing agency industry company F as the representative for study. First, draw out the service process of company F, clarify the service prose and key nodes. Second, combine the service process and key nodes to improve the SERVQUAL scale and questionnaire. Third, through the improvement of SERVQUAL scale and the combined analysis of the questionnaire, sort out the problems existing in the service quality management of marketing agency. At last, develop and implement a guarantee plan to ensure that the company can truly and effectively improve service quality management. The purpose of this study is to help F company improve service quality and establish a service ecosystem. It is also hoped that it will provide new ideas for the innovation and optimization of the service quality of marketing agency in the Internet industry. Keywords: Internet Industry Marketing Agency; Internet Advertising; Service Quality; SERVQUAL Model; Service Marketing 目录 致谢........................................................................................................................................ I 摘要....................................................................................................................................... II Abstract ................................................................................................................................ III 第1章 绪论.......................................................................................................................... 1 1.1研究背景及意义....................................................................................................... 1 1.1.1研究背景......................................................................................................... 1 1.1.2研究目的及意义............................................................................................. 2 1.2文献综述与国内外研究现状................................................................................... 2 1.2.1文献综述......................................................................................................... 2 1.2.2服务质量的研究............................................................................................. 5 1.2.3服务营销理论发展概述................................................................................. 6 1.3相关理论介绍........................................................................................................... 7 1.3.1服务质量管理................................................................................................. 7 1.3.2 SERVQUAL模型 .......................................................................................... 8 1.3.3服务营销理论............................................................................................... 10 1.4研究内容与研究方法............................................................................................. 10 1.4.1研究内容....................................................................................................... 10 1.4.2论文框架....................................................................................................... 11 1.4.3研究特色....................................................................................................... 12 第2章 F公司服务质量现状及行业分析 ........................................................................ 13 2.1 F公司概况介绍 ..................................................................................................... 13 2.1.1 F公司简介 ................................................................................................... 13 2.1.2 F公司市场服务的内容 ............................................................................... 14 2.1.3 F公司服务质量现状 ................................................................................... 16 2.1.4 F公司服务流程 ........................................................................................... 16 2.2互联网营销代理商行业产生与发展..................................................................... 17 2.2.1互联网营销代理商的产生........................................................................... 17 2.2.2互联网营销代理商行业的发展................................................................... 18 2.2.3互联网营销代理商行业的现状................................................................... 19 2.3 F公司及行业服务质量现状分析 ......................................................................... 21 2.3.1综合型技术人才短缺................................................................................... 21 2.3.2营销代理商与客户存在信任问题............................................................... 21 2.3.3营销代理商服务营销难度提升................................................................... 22 2.3.4 F公司服务质量管理问题 ........................................................................... 23 第3章 “互联网+”背景下F公司服务质量管理研究 ..................................................... 25 3.1研究的基本前提..................................................................................................... 25 3.2研究的调研设计..................................................................................................... 25 3.2.1研究过程及新模型提出............................................................................... 25 3.2.2新SERVQUAL量表模型构建 ................................................................... 25 3.2.3调研问卷设计............................................................................................... 26 3.2.4问卷调研概况............................................................................................... 27 3.3 F公司服务质量研究统计方法及评价分析 ......................................................... 28 3.3.1研究使用的数据统计分析方法................................................................... 28 3.3.2描述性统计分析........................................................................................... 29 3.3.3问卷信度分析............................................................................................... 30 3.4研究结论................................................................................................................. 31 3.4.1描述性统计分析总结................................................................................... 31 3.4.2问卷信度相关分析总结........................................................