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论文编号：	3135
作者编号：	1120070717
上传时间：	2011/6/1 18:40:58
中文题目：	基于交易过程的企业网站服务质量模型构建与测评研究
英文题目：	Study on the Service Quality Model and Measurement of Corporate Website based on Transaction Process
指导老师：	韩德昌
中文关键字：	交易过程;企业网站;服务质量;模型
英文关键字：	Transaction Process;Corporate website;Service Quality;Model
中文摘要：	优质的服务是企业在激烈的市场竞争获得成功并得以持续发展的重要战略。科技变革与信息技术的发展使互联网用户迅速增加，与此同时产品与服务的在线交易量和交易额大幅度上升，刺激了企业通过自建网站提升企业形象,并且提供服务和产品。我国互联网发展迅速，在互联网环境下，企业通过自建网站提供产品和服务的发展前景广阔，但是互联网环境的特殊性也改变了顾客感知和评价服务质量的基本要素，从而加大了企业服务质量管理和改进的难度。因此，实践界迫切需要开发一种测量网站服务质量的工具，以测量和分析顾客对购物网站服务质量的感知。服务质量评价是企业提高服务质量，提升竞争能力的理论前提，也是企业管理和市场营销领域研究的一个重点。因此，互联网环境下顾客感知服务质量研究具有极其重要的意义。 与此同时，企业通过自建网站提供产品/服务的实践也触动了学术界敏感的神经。自21世纪初以来，不断有学者对网络服务质量相关课题展开研究。但是无论在国内还是国外，对传统交易模式下诞生的顾客感知服务质量模型的适用性，以及针对企业自建网站服务质量问题的研究较少，至今仍然没有权威性的、为大多数学者和业界所接受的解析模型和研究结论。因此，本研究具有显著的理论意义。 本文在总结和吸收前人研究成果后，对比分析了传统服务和电子服务，以企业自建网站为研究对象，从交易过程的视角，综合运用质化和量化的研究方法对企业网站服务质量的构成维度展开分析和探讨。分别运用内容分析、因子分析、相关分析、回归分析、结构方程建模（SEM）等数理统计方法对所提出的理论假设进行检验，并得出以下基本结论： 第一，本研究通过对传统服务与互联网环境下电子服务的对比研究发现：由于网络环境非常强大的无形性特点，所以在网络交易中很容易丧失交易空间和交易时间的概念。因为在传统的服务产品交易过程中必须出现的有形的服务场所已经缺失，所以顾客们必须通过无法触摸和感知的无形化要素评价自己经历的服务；网络技术使服务的分离（或者是服务的分割）成为可能，而且也弱化了服务具有的易逝性的特点，因此完全改变了传统服务遵循的服务互动模式；又由于互联网技术的标准化和网络知识的迅速普及，顾客对不同企业网站的服务的感知确是十分相似的，而且网络服务产品的质量逐渐趋向稳定，所以传统服务的经典特征——异质性也被淡化了。顾客对于服务感知质量的主要评价焦点主要是：购买前在网站上的信息查询，购买过程中的支付感知安全性和顾客个人信息的安全性，网站系统操作的简易性，顾客与网站和企业网站服务人员之间的无障碍沟通，企业在线下的产品配送等方面。 第二，对现有理论研究成果的系统梳理和对顾客访谈资料的内容分析研究发现了企业网站服务质量的构成维度。内容分析提炼出的企业网站服务质量构成维度包括交易前阶段的企业网站的功能/设计，交易中阶段的企业网站享受性、安全可靠，以及交易后阶段的售后服务。这一研究发现一方面使企业网站服务质量理论更加系统深入，另一方面也丰富和充实了网络服务的研究内容。企业网站服务质量不是单维度的，而是多维度的。与线上服务相比，企业网站的售后服务具有不同的维度，许多“个性服务”项目而非核心服务成为售后服务的一部分。 第三，开发了企业网站服务质量测量量表，为完善企业网站服务质量的测量指标做出了贡献。本研究构建了涵盖企业网站服务交易全过程的企业网站服务质量量表，并且通过对收集的一手数据的检验，获得了较好的信度和效度。相关分析、回归分析和结构方程的分析结果显示了这些测项与企业网站感知价值之间的关系，在一定程度上完善、拓展了学术界关于网络服务质量指标体系的研究内容。本文的探索性研究揭示了顾客的网络行为是受“更多更好的满足”的系列因素的影响，而不仅仅是“易用性（ease of use）”和“实效性（usefulness）”两个因素。在一系列的实证分析基础上，本研究最终形成的企业网站服务质量量表具有很强的测量效度，量表中的四个维度和24个问项能够有效、准确地测量全过程的企业网站服务质量，而这些维度会影响到顾客感知的企业网站价值，它们对于测量顾客感知网站质量具有较高的实用价值。本研究开发的量表经过了完整的验证和提炼过程，它可以适应于更广阔范围的相关网站质量的测量中，包括完全虚拟的网络企业网站和N2C（non-commercial-to-consumer）环境下的网站服务质量测量。 第四，构建了基于交易过程的企业网站服务质量模型。本文在实证研究中发现的企业网站服务质量构成维度的基础上，提出了基于交易过程的企业网站服务质量模型，对企业网站服务交易的全过程进行了系统而直观的表达。构建的模型把顾客在企业自建网站上的交易全过程划分成三个交易阶段，主要包括：企业自建网站服务的交易前期阶段（顾客对所需信息的搜寻，以及对网页的浏览），企业自建网站服务的交易中期阶段（顾客一般会在这个阶段做出自己最终的购买决策），以及企业自建网站服务的交易后期阶段（主要涵盖企业对顾客购买产品的送货服务，发票等其他票据的递送，以及在服务失败后对服务进行的服务补救）。模型构建的目的就在于明确交易各阶段顾客感知服务质量的焦点，对企业网站每个阶段服务的主要构成维度和发挥重要作用的服务要素进行细致地识别和描述。企业可以以此模型为依据对交易各个阶段的服务质量做出判断，明确改进方向，为企业网站提高服务质量提供决策支持。
英文摘要：	The excellent service is the key strategy for corporate to win the intensive market competition and get the sustainable development. The development of technology and internet increase the number of netizens and the electronic commerce trade volume, which stimulates enterprises to set up their own websites to promote corporate image and distribute their products/services. In China, internet is developing rapidly, providing products/services through corporate website has a promising future. However, features of internet have changed elements of customer perceived service quality, which make it difficulty to manage service quality. Therefore, practical area is badly in need of a measurement for corporate website service quality to evaluate the customer perceived service quality of corporate website. The evaluation for service quality is the premise for service quality improvement, and is also the hot topic in marketing research. Therefore, the study on customer perceived service quality in the internet environment is of prime importance and necessary. Meanwhile, the practice of providing product/service also strikes the nerve of academia. Since the beginning of the 21st century, many scholars have been studying on related topics. However, there is no authoritative research result accepted by most of scholars. Therefore, this study has theoretical significance. This paper makes a compararative research between traditional service and e-service, targets at corporate websites, and employs qualitative and quantitative methods to explore dimensions of corporate website from the transaction process perspective. Testing results of hypotheses from content analysis, factor analysis, correlation analysis, regression analysis, and structural equation model show that: Firstly, the comparative study between traditional service and e-service under the internet environment shows that Internet environment is much more intangible, so there is no awareness of time nor space under the internet environment. Because physical evidence in traditional service is no longer in existence, customers have to perceive and assess intangible service with the help of intangible elements. In internet environment, the seperability of service is prominence, while the perishablity of service is weaken, which changes the traditional service interaction radically. Due to the standard of internet technique and the spreading of internet knowledge, the customer perception of e-services on different websites will be similar with each other. In internet environment, heterogeneous of service is weakening; while perceived service quality is more stable, and services of variety cooperate websites are similar. Therefore, in internet environment, the focus, the path and mechanism of customer perceived service quality have changed radically. The focuses of customer perceived e-service are: the information searching in the pre-purchase section; the perception of payment safety and private information safety, the easy use of the website system and the accessible of the interaction between customers and the service staff during the purchasing; and the product delivery off-line. Secondly, the review of existing research results and the content analysis of customer interviews show the dimensions of corporate website service quality, including Function Design, Enjoyment, Safety and Reliability, and After-sale Service. The research finding makes the theory of corporate website service quality more systematic and enriches the research contents of web service. corporate website service quality is multi-dimensioned. Compared to the online e-service section, the after-sale service section of corporate website service quality is also multi-dimensioned, including variety of “individual services” which are not core-service. Thirdly, this paper develops the scale for service quality of corporate website and makes contribution to perfecting the measurement of corporate website service quality. The scale covers the overall transaction process of corporate website and gets good reliability and validity by the analysis on the first-hand dada. Analysis results from correlation, regression and structural equation model show the relations between service quality items and perceived website value. The scale perfects the index system of web service to some extent. The exploring research in this paper shows that the customer online behavior is influenced by a larger and finer-grained set of factors, not only confined to the “ease of use” and “usefulness” . Based on a serial of empirical analysis, the validity of service quality of corporate website scale is high. The 4 dimensions including 24 items are able to measure the service quality during the whole online process effectively and accurately and the refined 4 dimensions of service quality of corporate website will in turn have impacts on customer perceived website value. The sale developed in this study can be extended in many situations, including the pure virtual enterprise and non-commercial-to- consumer websites. Fourthly, this paper constructs the corporate website service quality from the transaction process perspective based on quality dimensions from the empirical study, which shows the overall service process of corporate website. In this model, online transaction is divided into three phases, including pre-transaction browsing website, searching information, and etc.), transaction (decision making, and etc.) and post-transaction (delivering, after-sale services, service recovery, and etc.). The model aims at explicating the focus and the key dimension of perceived corporate website service quality in each phase, and then developing the corporate website service quality model based on transaction process. Corporations can apply this model to valuate service quality in each phase, identify problems that need to be solved, and then improve service quality of corporate website.
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