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论文编号：	38
作者编号：	2120051920
上传时间：	2007/6/20 23:19:39
中文题目：	跨文化背景下顾客对服务质量的感
英文题目：	research on the customer perce
指导老师：	吴晓云
中文关键字：	文化;全球化;感知服务质量;顾客<
英文关键字：	Culture;Globalization;Perceive
中文摘要：	如今，经济全球化已经成为不争的事实，而跨国企业则成为了全球化的载体，全球化的商品、信息、技术等已经超越国界，走向全球。尤其是近些年跨国服务业全球化的发展，为跨国企业管理又增添了新的课题。由于服务型企业与生产企业的差别，所以在跨国经营过程中会遇到更多的障碍。服务质量是服务营销中的重要课题，由于服务所具有的无形性等特点，导致服务质量本身是一个感知的过程，在这个过程中必然会受到文化因素的影响，不同文化背景下的顾客对同一服务的感知是有差异的，从而对服务质量也会有不同的评价。 迄今为止对服务质量的相关理论研究大多忽略了文化的背景，而本文试图从跨文化的角度，着眼于不同国家的文化的基本特性，从确定服务质量的几个方面来分析文化因素对服务质量感知过程的影响。并分析了全球文化发展的趋势与表现的基础上提出了跨文化背景下顾客感知服务质量管理策略。 本文主要分为五章，第一章导论主要介绍了选题背景、选题意义、研究方法、研究框架。第二章对有关服务与服务质量的相关理论进行了介绍，包括服务质量的定义、评价方法以及服务质量与文化的关系研究。第三章主要对文化概念进行了界定，分析了经济全球化环境下全球文化发展的趋势与表现，主要体现在文化趋同和文化多样性两个方面。在第四章中，引入Hofstede的文化价值维度，并分析了五个维度对顾客感知服务质量的影响，以及不同文化背景下顾客对服务质量感知差异的原因。第五章则提出了从文化趋同和文化差异两种前提下的感知服务质量管理策略，并引入案例进行了分析。最后提出了本文的结论和建议。
英文摘要：	Today, economic globalization has become an indisputable fact and the multinational corporations have become carriers of globalization. The globalization of goods and information technology has gone beyond national boundaries to the world. Especially in the recent years, the development of cross-border services has added a new topic the management of multinational corporations. As the differences between service-oriented enterprises and enterprises, the operations of service-oriented enterprises will encounter more obstacles. Service quality is the important topics service marketing. The invisible nature of service leads to the perception of quality of service itself is a process and the process is bound by cultural factors. For customers of different cultural backgrounds, the perception of the same service is different. Thus there may be different evaluation of the quality of services. So far, most of the theory of quality of service ignored the cultural background. This paper attempts a cross-cultural perspective, focusing on the basic characteristics of the culture of different countries. Analyze how the cultural factors affecting the quality of services from the aspects determining the perceptual processes of service quality. And based on the analysis of performance trends and the development of a global culture, the writer sets out the customer perception of quality of service management strategies strategy of the cross-cultural background. The paper is divided into five chapters, Chapter one introduces the main topics of background topics of significance, research methods, research framework. The second chapter introduces the services and the quality of services related theories, including the definition of service quality, evaluation and research on the relationship between quality of service and culture. Chapter three defines the main concepts of 　culture, analyze the cultural development of the global environment, the trends and performance of global culture mainly reflected in two aspects of cultural convergence and cultural diversity. And compare the services in different countries and cultural differences. In the fourth chapter, introduce the cultural values dimensions of　 Hofstede, analyze how the five dimensions affect the process of perception of service quality, and reasons of the differences of the perception of quality of service to the public. Chapter five introduces the perceived service quality management strategies under cultural convergence and cultural differences. Finally, there is the paper conclusion.
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