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论文编号：	226
作者编号：	20032938
上传时间：	2008/6/16 15:38:52
中文题目：	电子服务质量与顾客对其认知的影
英文题目：	e-service quality and the infl
指导老师：	张金成
中文关键字：	电子服务 服务质量 顾客认
英文关键字：	Electronic service Service q
中文摘要：	无论在服务管理的研究领域，还是在网络营销的研究领域中，电子服务质量都是一个非常重要的概念。然而从对现有的研究成果的分析来看，电子服务及其相关范畴的研究尚处于探索性阶段，尤其是对电子服务的本质特征的研究以及对电子服务质量顾客认知的影响因素的认识上，就更加显得薄弱。 研究者往往笼统地对“网络企业”和“网站”的服务质量进行探讨，这也是造成在该领域中存在不少相互矛盾的研究结论的重要原因之一。其次，研究者往往更加注重从企业管理者的角度去探索电子服务质量的维度，却忽视了对电子服务质量顾客认知的影响因素问题的探讨，其弊端必然是造成尽管网站管理者在不断提高服务质量，然而顾客的满意度和忠诚度却仍没有得到相应的提升。 本文在阐明研究背景与意义、研究的主要内容和研究方法的基础上，首先对国内外的相关研究文献进行了回顾与评析，并对研究对象、范围和几个重要概念进行了清晰界定。针对当前大多数关于网络服务质量领域的研究都集中在对“网络企业”服务质量维度构成的探索层面上，而对“网站”的电子服务质量属性及特征的探索相对较少的现实状况，本文运用相关的理论，通过理论推导构建了本研究的总体理论模型，进而构建了电子服务质量的概念模型和顾客对电子服务质量认知的影响因素两个子模型，并在对电子服务质量构成维度和顾客对电子服务质量的认知影响变量进行具体开发的基础上，对二者之间的关系提出理论假设，而后应用专家访谈和调查问卷的分析结果对上述模型和理论假设进行了检验和理论分析，最后对本文的主要研究成果进行了总结，对有待于进一步研究和分析的问题进行了展望。 通过上述理论和实证性研究，得出了以下重要结论： 1．电子服务的内涵和外延不同于传统服务。它实质上是在电子商务基础上发展起来的，以信息技术为基础的一个整合服务概念；是建立在新型顾客关系管理之上、由顾客启动的信息化整合服务创新平台。 2．网站电子服务质量的维度既不同于传统服务质量的维度，也不同于网络企业服务质量的维度构成。网站电子服务质量主要是由信息质量、网络质量和行为质量所构成的一个整体概念。 3．顾客对电子服务质量的认知存在影响因素。这些影响因素可以归纳为三种。第一种为过去服务经历因素；第二种是习惯因素；第三种是感知风险因素。其中感知风险包含财务、隐私、时间和心理四种风险。。 4．过去服务经历、习惯和感知风险三种影响因素对电子服务质量的信息质量、网络质量和行为质量的认知程度、影响的路径和作用方式存在差异。
英文摘要：	Whether in the research field of service management, or in the field of network marketing, the electronic service quality is always a very important concept. According to the existing research results, the research of electronic service and the related areas is still in the exploring stage. Especially in the research of the essence of electronic service and the cognition of the influencing factors of electronic service quality to customer cognition, it is much poorer. The researchers always make researches on the service quality of “network enterprises” and “web sites” in a general way, which is also one of the most important reasons for so many incompatible research conclusions in this field. Second, the researchers always focus more on the dimension of electronic service quality in the perspective of enterprise managers; nevertheless, they neglect the exploration of the influencing factors of electronic service quality to customer’s cognition. This can lead to some disadvantages: although the website masters are continuously improving the service quality, customers’ satisfaction and loyalty is not promoted at the same time. On the basis of illustration of the background, meaning, the main contents and method of the research, the text first reviews and analyzes the relevant domestic and overseas research documents. Besides, it defines the research object, scope and some important concepts clearly. At present, most researches in the field of network service quality is concentrating more on the dimension composition of service quality of “network enterprises”, but the exploration of attributes and characteristics of electronic service quality of “web sites”is much fewer. According to this actual status, this text applies relevant theories, and composes the general theory model through theoretical deduction. Then, two sub-models, the concept model of electronic service quality and the influencing factors of electronic service quality to customer’s cognition are produced. And based on the exploration of the composing dimension of electronic service quality and the influencing variables of electronic service quality to customer’s cognition, a theoretical hypothesis of the relationship between the two aspects comes up. Finally, the models and theoretical hypothesis are tested and analyzed through expert interview and questionnaire. At last, the main research achievements are summarized, and further research and analysis is prospected. Through the theoretical and empirical study, some important conclusions are made as follows: 1. The connotation and extension of electronic service is different from traditional service. It is essentially an integrated service concept, which is developed from e-commerce and based on IT; it is an integrated information service platform, based on the new customer relationship management and started by customers. 2. The dimension of website electronic service quality is not only different from traditional one, but also different from the dimension composition of the service quality of network enterprises. The website electronic service quality is mainly an integrated concept composed of information quality, network quality and behavior quality. 3. Influencing factors exist in the customer’s cognition of electronic service quality, which can be divided into three categories. First, experience in the past; second, customs; third, perception of risks, which includes four risks: finance, privacy, time and psychology. 4. The past experience, habbits and perception of risks can influence the quality of information, network and behavior of electronic service quality, and there are some differences in their cognition extent, influencing route and action mode in service quality.
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