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论文编号：	5581
作者编号：	1120090694
上传时间：	2013/6/18 10:25:41
中文题目：	精益服务：理论、测量及有效性检验
英文题目：	Fine Service: Theory, Measurement and Validation
指导老师：	白长虹
中文关键字：	精益服务，理论构建，量表开发，有效性检验
英文关键字：	Fine Service, Theory Construction, Scale Development, Validation
中文摘要：	对优质服务的探索是服务理论研究和服务企业共同追求的目标，然而在现有研究中，优质服务并不是一个理论概念，也尚未形成独立而完整的理论体系。大部分优质服务往往被作为“高质量服务”而纳入到服务质量的研究框架下，一些对优质服务的独立研究也散见于对标准化服务、Lean服务、个性化服务与卓越服务等的研究中。然而随着服务市场竞争的日趋激烈，近年来不断涌现出各种各样新形式的优质服务。这些新服务不仅为企业带来了竞争优势，提升了顾客价值，更为服务研究带来了新的问题，即现有的服务质量框架已经不能有效解释这些层出不穷的新的优质服务现象，需要构建一个独立的理论框架解释并研究优质服务问题。在这一背景下，精益服务（Fine Service）的研究应运而生。 理论构建与测量是精益服务领域研究中首先要解决的基础性问题。本研究首先通过对选题产生的现实背景和理论背景分析确定研究问题，然后通过对服务一般理论的文献梳理与回顾寻找精益服务理论发展的契机和启示。 在构建精益服务的理论研究中，本研究首先探索了精益服务与顾客价值理论、服务生产力理论和优质服务相关理论之间的继承关系，明确精益服务的理论边界，绘制服务频谱，确定精益服务在服务频谱中的位置。然后采用多案例比较的质化研究方法，通过对三家来自不同服务行业和不同规模档次的代表性服务企业的扎根理论研究构建企业视角下的精益服务理论模型。之后，本研究又通过对来自酒店、金融、餐饮、摄影与医疗美容五个服务行业的8家代表性企业的200多名顾客的感知服务评价进行内容分析，识别顾客感知的精益服务关键维度，构建了顾客视角下的精益服务五维度模型。 为了检验精益服务的五维度模型，同时为服务企业提供具有可操作性的精益服务水平测量工具，本研究开发了基于顾客感知的精益服务测量量表。量表的开发过程由三项独立研究组成。在研究一中，本研究以对顾客感知评价的内容分析为基础编写测量项目，建立初始项目池，先后通过专家评审、项目分析、模型生成和探索性因子分析等确定测量问项。在研究二中，本研究使用验证性因子分析、备择模型比较、AVE检验、二阶验证性因子分析等技术检验了量表的构念效度、区分效度和汇聚效度。在研究三中，本研究引入顾客情感和顾客忠诚作为校标变量，通过分层回归分析和结构方程模型检验了量表的增加效度和法则效度。 经过上述研究，本研究最终形成以下研究成果： 首先，论证了用精益服务作为“好服务”的理论抽象解释服务实践中各种形式的优质服务的可行性和科学性。通过理论推演绘制了包括顾客价值、服务生产力、标准化服务和精益化体验在内的服务频谱，明确了精益服务在频谱中的位置，指明了精益服务的理论边界。 其次，分别从理论视角、企业视角和顾客视角出发，构建了精益服务的理论体系，识别出精益服务所具有的5个维度，共同建立了精益服务的全景概念模型，提出了精益服务的全景概念，即精益服务是在服务生产力的制约下，依托组织文化、品牌建设和员工支持，通过标准化服务与精益化体验的理想配比最大程度的实现顾客价值的服务，表现为对顾客隐私性、响应性、移情性、舒适性和心理质量上的价值满足。 最后，开发了基于顾客感知的精益服务测量量表，并通过三个样本的独立研究检验了量表的有效性，不仅验证了精益服务的五维度结构，还得出了精益服务能够带来顾客情感和顾客忠诚的结论。 本研究综合理论研究、企业经营和顾客感知三方视角，共同探索精益服务的理论体系，三方互相补充，互相验证。研究成果为服务管理和服务营销的发展提供了一个新的思路，为进一步展开精益服务的研究提供了较完整的理论框架和操作工具，具有理论与实践的双重价值和意义。
英文摘要：	Exploration of good service is the common aim of service enterprises and service research. But in existing research, good service is not a theatrical concept, and has not formed an independent and complete theoretical system. In current service research, a lot of good service are looked as “high quality service” and be included in the Service Quality theoretical system. Some independent studies about good service also can be seen in some different theories, such as Standardized Service, Lean Service, Personalized Service and Excellent Service. However, with the increasingly fierce market competition, a variety of new forms of good service has been emerging in recent years. Although these new service can take competitive advantage for service enterprises and promote customer value, they also bring some new questions for service research, which is the Service Quality theory is not enough to explain the new service phenomenon, and we need to construct a new theoretical system for good service. Under this background, the research about Fine Service is born. Theory construction and measurement are the basic questions of Fine Service research. The study firstly defined the research questions through the analysis of the reality background and theory background which the topic came from, and then found the inspiration and opportunity for Fine Service research by reviewing the general service theory. In theory construction about Fine Service, the study explored the inheritance relationship between Fine Service and Customer Value theory, Service Productivity theory and some good service theory such as Standardized Service, Lean Service, Personalized Service and Excellent Service. On the base of that, the study defined the theoretical boundary of Fine Service, designed the service spectrum and ascertained the exact position of Fine Service. After that, the research established Fine Service theoretical model from the view of enterprise by taking multi-case study to three enterprises which belonged to different service industries and different size grades. After that, the study also constructed a five factors model of Fine Service from the view of customer by content analysis of more than 200 customers’ evaluation which came from 8 service enterprises of 5 service industries. In order to verify the model, and provide a measurable tool for service enterprises to make sure their Fine Service level, the study developed a scale to measure the Fine Service (FS). The whole process of the scale development has three independent researches. In research 1, we determined the measurement items by using the Item Analysis, Model Generation method and EFA (sample size is 146). In research 2, we use CFA to exam the construct validity of FS (sample size is 377). At the first, we tested 9 competing models, and fond the 5 factors model was the best in every fit index. And then we used the AVE method and second-order CFA to verify the discriminant validity and convergent validity of FS. In research 3, we introduced the Customer Emotion (CE) and the Customer Loyalty (CL) to exam the incremental validity and nomological validity by using hierarchical regression and SEM (sample size is 220), and the every fit index was acceptable. Based on the above research, the achievement of this study included following: Firstly, the study demonstrated the feasibility and scientificalness of choosing Fine Service as an independent and complete theoretical concept to explain different kinds of good services. The study designed a service spectrum which consisted of customer value, service productivity, standardized service and fine experience. The study also ascertained the exact position of Fine Service in the spectrum and defined the theoretical boundary. Secondly, the study constructed the Fine Service theory system from the theoretical perspective, enterprise perspective and customer perspective respectively, identified 5 dimensions of Fine Service, established a panoramic concept model of Fine Service, and made a panoramic definition which is “Fine Service is under the constraints of service productivity and relay on the organization culture, brand building and staff support to get the realization of customer value on the maximum degree by making an ideal ratio between standardized service and fine experience, which can meet customers’ value need on privacy, responsiveness, empathy, comfort and psychological quality.” Thirdly, the study developed a measurement scale of Fine Service based on the customer perception, and verified the validation through three independent researches. The result not only confirmed the five dimension structure of Fine Service, but also concluded that the Fine Service can bring customer emotion and customer loyalty. The study comprehensively uses of theoretical perspective, enterprise perspective and customer perspective to construct the theoretical system of Fine Service. The research findings not only provide a new way for the development of service management and service marketing, but also provide a relatively complete theoretical framework and measurement tool for further research of Fine Service, which have double value and significant meaning both in theory and practice.
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