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论文编号：	2078
作者编号：	2004011
上传时间：	2010/4/14 17:02:20
中文题目：	服务营销组合标准化对服务忠诚的影响研究
英文题目：	A Study on the Influence of Service Marketing Mix Standardization on Service Loyalty
指导老师：	吴晓云
中文关键字：	服务营销组合 标准化 服务忠诚
英文关键字：	Service marketing mix Standardization Service loyalty
中文摘要：	随着服务业的迅猛发展，服务营销标准化的经营模式在营销实践中被广泛采用。然而，营销理论界对它的研究却极其有限。由于服务忠诚对服务企业的生存和发展起着关键性的作用，企业的许多重要营销活动都是指向服务忠诚的培养的，因此，服务营销标准化能在营销实践中得到广泛采用，应该与它对服务忠诚存在正向效应有关。本文试图就此方面主题的研究作出努力和贡献。 在现有营销文献中，营销标准化被主要放在跨国经营中考察。本文着眼于国内市场环境条件下的服务营销组合标准化，针对在现有营销文献中，尚无人注意到服务营销组合标准化与服务忠诚之间的关系的理论研究现状，从顾客感知的角度，构建了服务营销组合标准化对服务忠诚的影响模型，揭示了它对服务忠诚的影响机理。 本文以Booms 和Bitner(1981)的服务营销组合为基础，选择了其中与顾客感知关联度比较大的6个因素，即（服务附属）产品、价格、促销（广告）、服务过程、服务人员和有形展示作为服务营销组合标准化的构成因素；同时，本文通过对服务营销文献的梳理与回顾，选取了在服务忠诚研究中，常被认为对忠诚具有影响作用的企业品牌形象、服务质量、感知价值、顾客满意和信任作为服务忠诚的前置因素，并把所选择的这两组因素联系起来，合理地推导它们之间的关系，提出理论假设，构建了服务营销组合标准化对服务忠诚的影响模型，并用结构方程模型（SEM）等数据分析方法对服务营销组合标准化对服务忠诚的影响模型作了实证检验。 本文选择了在服务营销实践中标准化程度比较高，比较全面地涉及服务营销的6个P的连锁餐饮服务业进行实证调查。根据556份有效顾客问卷的调查结果，本文综合运用SPSS和LISREL等数据分析软件，验证了所提出的大部分理论假设。 本文得出以下几个基本结论： 第一，理论模型得到了实证支持，在国内市场环境条件下，服务营销组合中的大部分因素的标准化对服务忠诚具有重要的，大小不一的正向作用。它对服务忠诚的影响都是通过服务忠诚的前置因素间接地实现的。其中，人员服务过程标准化对服务忠诚及其各前置因素具有最大的正向影响作用。广告沟通的标准化虽然会对企业品牌形象和服务质量起到正向的影响作用，但它对服务忠诚却起着负向的影响，这与许多人常常所认为的广告沟通会有利于服务忠诚的形成的观点是不一致的。　 第二，在服务营销标准化条件下，服务忠诚的各前置因素对服务忠诚也都起着积极的作用，其中，感知价值和服务质量起着主要的影响作用。服务质量对服务忠诚的作用主要是通过顾客满意来实现的，信任也在其中起到了一定的调节作用。感知价值、顾客满意和信任对服务忠诚起着直接的正向作用。感知价值还通过顾客满意和信任对服务忠诚发生间接作用。企业品牌形象对服务忠诚的影响是通过感知价值、顾客满意和信任间接地实现的。这些结果印证了现有服务忠诚文献中的不同研究结论。这说明，在服务营销组合标准化条件下，文献中的那些结论依然是成立的。 第三，通过独立样本T检验，本文发现，消费者的性别、年龄、受教育程度这三个人口统计变量对服务忠诚等结构变量存在影响，但没有发现顾客的家庭收入对结构变量的影响。顾客年龄对结构变量的影响最大，年龄大的顾客在对人员服务和有形展示的标准化程度的衡量上更具有宽容性，对服务质量要求也相对比较宽松，对服务企业品牌也比较愿意信任并形成服务忠诚；女性顾客对服务产品的标准化程度更为敏感，对服务质量也更为挑剔，并且比较不容易对服务企业产生信任感；受教育程度对顾客的行为也具有一定的影响，学历较低的顾客对标准化的餐饮店比较容易形成服务忠诚。 本文的研究结论有利于增强营销管理实践者在国内市场条件下，作出营销标准化决策的信心，为其根据市场定位，正确选择服务营销组合因素加以标准化处理，培育服务忠诚，提供了理论依据。
英文摘要：	With the development of service industry, service marketing mix standardization(SMMS) is widely adopted in marketing practice though it is seldom studied theoretically. Its popularity in the practice is assumed to be closely and positively relevant to service loyalty, which is critical to the survival and development of service firms. The purpose of this dissertation is to seek the relationship between SMMS and service loyalty. In the literatures, marketing standardization is normally investigated in multinational operations. This dissertation focuses on SMMS in domestic market which has rarely been noticed by researchers. Basing on customers’ perception, a model is built as the conceptual framework, which copes with SMMS and service loyalty. The standardization of the 6 elements which are based upon the service marketing mix presented by Booms and Bitner(1981) is studied in this dissertation, while on the basis of the review of the marketing literatures, service brand image, service quality, perceived value, customer satisfaction and customer trust are treated as the antecedents of service loyalty. These antecedents are linked with the 6 standardized elements of service marketing mix, constructing a model of SMMS related to service loyalty. A survey was conducted in the franchised fast-food restaurant sector mainly in Tianjing and Beijing, and 556 valid questionnaires are received. Upon the survey data, the predictive relevance of structural model was calculated by SEM(Structural Equation Model) and 3 quarters of the hypothesis have been verified. The main findings of this study are as follows: Firstly, the theoretical research model is supported by empirical outcomes. In the domestic market, the elements of SMMS have positive and indirect influence on service loyalty, with some variations of strength. Among the marketing mix elements, the standardization of personal service process is of the strongest positive effect on service loyalty and its antecedents. Standardized broadcasting communication exerts a negative effect on service loyalty despite its positive effect on service brand image and perceived quality, which is opposite to the viewpoints in the marketing literatures that broadcasting communication would have positive effect on the formation of service loyalty. Secondly, all the selected antecedents of service loyalty have positive effects on service loyalty in the standardized service marketing conditions, and perceived value and service quality play the main role in the total effect. Service quality also has a significant effect on the other antecedents of service loyalty. Thirdly, the effect of demographic variables on the structural ones is analyzed through Independent-Samples T Test. These demographic variables include age, income, schooling and sex. The results indicate that age is standing out of all the demographic variables, while a customer’s income has nothing to do with the structural variables. Compared with the young customers, the older ones are often inclined to believe that the service process is of acceptable quality, and willing to accept the standardization of physical evidence. Female customers are more sensitive to the degree of standardization than the male. They are more particular about the available service and service providers. One’s education background also contributes to his behaviors to some extend. The customers with less schooling tend to be more loyal to the standardized fast-food restaurants. Marketing operators are provided with some theoretical grounds from the findings of this dissertation. They would gain their confidence from the findings of this dissertation, especially when they take the service marketing standardization as their business strategy according to the firm’s market positioning. The findings of this dissertation are also helpful for the service firms to build service loyalty efficiently in the domestic market environment.
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