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论文编号：	2117
作者编号：	2120051914
上传时间：	2010/4/28 10:56:25
中文题目：	服务保证对消费者感知风险和购买意愿的影响研究
英文题目：	Service Guarantee, Perceived Risk, Purchase Intension,
指导老师：	范秀成
中文关键字：	服务保证 感知风险 购买意愿 卷入度 行业信任
英文关键字：	Service Guarantee, Perceived Risk, Purchase Intension, Risk Involvement, Industrial Trust
中文摘要：	服务业突飞猛进的发展，呼唤着高质量的服务。前人在提高服务质量，弥合服务沟通中的信息传递等方面做出了许多理论与实证的研究，服务保证作为提高服务质量、降低消费者感知风险的手段，也受到了广泛的关注。 本研究主要对服务保证的作用性做出初步的探讨。在美国、欧洲等发达国家，由于其服务业十分发达，法律法规都很健全，所以在服务保证的提出和消费者在申述服务保证方面都给予了基本保障。但中国是一个正在飞速发展中的国家，服务业并非十分发达，法律法规还不十分健全的情况下，服务保证究竟有什么样的作用，在什么条件下才会产生作用是本研究探讨的重点。 作者在回顾和整理了国外学者关于服务保证的研究的基础上，探讨在不同卷入度和不同行业信任度的背景下，服务保证对消费者风险感知和购买意愿的影响。主要将卷入度分为高低两个维度，行业信任度分为高低两个维度，分别在不同的卷入度和行业信任度的维度组合下探讨服务保证对消费者风险感知和购买意愿的影响。同时本研究考虑到品牌的作用，即在不同的情境下，加入知名品牌这个变量，来进一步研究服务保证对消费者风险感知和购买意愿的作用。同时将知名品牌和行业平均信任下的企业进行比较，探讨服务保证在不同品牌维度的影响下对消费者风险感知和购买意愿的作用效果。最后在服务保证明显起作用的维度下，探讨不同的服务保证类型对消费者风险感知和购买意愿的影响的差别，同时为企业提供管理建议。 本研究主要采用大学生为调查样本，选取了南开大学、天津大学、东北大学等学校的学生作为调查样本，运用SPSS对问卷的数据进行分析，验证假设。结果表明，服务保证在不同卷入度和不同行业信任度背景下对消费者风险感知和购买意愿的影响是有显著差别的。同时品牌在企业提供服务保证中起到了加强顾客信任的作用，知名品牌为服务保证的实施提供了更大的保障，同时在服务保证作用明显的高卷入度知名企业中，数据结果显示混合型的服务保证对消费者风险感知和购买意愿影响要大于具体的服务保证和无条件的服务保证。
英文摘要：	With the progressive development of service industry, the society urges for high-level’s service quality. Ancestors did many researches about improving service quality and minimizing the gap of service delivery, service guarantee as a tool to improve service quality and lower the customer’s perceived risk was gained many attentions. The dissertation mainly discussed the preliminary functionality of service guarantee. In developed country such as America and Europe, their service industry and many accordingly laws and rules are all very comprehensive, so this give a basic assurance of enterprise’s raising and customer’s invoking service guarantee. But in such a developing country like China, The dissertation still don’t have that comprehensive laws and rules, to be honestly, in what’s condition and what’s the service guarantee’s function are our papers focus. The dissertation studied some foreigners’ researched about service guarantee, discussing the service guarantee’s influence of customer’s perceived risk and purchase intention under the different risk involvement and industry trust. The dissertation gives a low/high assorting of risk involvement and industry trust. Discussing the service guarantee’s influence of customer’s perceived risk and purchase intention under different risk involvement and industry trust mix. At the meantime, the dissertation also consider the impact of brand, under different circumstance, the dissertation add the variable of famous brand to make further research of service guarantee’s function and the dissertation compare the famous brand and industry’s average level to discuss the functionality of service guarantee. At last, under the obviously impaction of service guarantee, the dissertation also discussed the different service guarantee type’s impaction of customer’s perceived risk and purchase intention, at last giving management advice. The dissertation mainly took the sample of university students, picking up the students of Nankai University, Tianjin University and Northwest University. Using SPSS to analysis the data to test the hypothesis which were the dissertation raised. The results implicate that service guarantee have an obviously difference of influence of customer’s perceived risk and purchase intention under the different risk involvement and industry trust. And brand give a reinforcement of customer’s trust, also famous brand give an assurance of service guarantee’s implementation. At the same time, in high involving and famous enterprise, analysis result indicated that combined service guarantee is superior to specific and unconditional service guarantee under the influence of customer’s perceived risk and purchase intention.
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