B2C网上零售业服务补救体系研究
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摘要
随着网络购物的快速发展,许多服务问题也随之出现,越来越多的学者将研究的方向转向该领域。B2C网上零售业是网上零售服务业的重要组成部分,其服务质量应该得到网上零售企业的足够重视。服务失误损害着企业服务质量水平,给企业造成直接或间接的损失,服务补救恰能及时挽回因服务失误造成的影响,提高服务质量,提升顾客满意度,促进商品的销售。
本文将着重研究B2C网上零售业的服务问题,包括服务失误的形成机理、服务补救策略的选择,在此基础上,建立了B2C网上零售业的服务补救体系模型,并对模型的各个环节进行了相应的分析,希望能对B2C网上零售业服务质量的提高有所帮助。
本文首先阐述了B2C网上零售业发展中凸显的服务问题,引出本文的研究内容。通过对国内外学者关于服务补救理论的研究以及对B2C网上零售业的发展历程和现状的分析,应用服务管理研究中的服务差异模型,对B2C网上零售企业的服务失误原因进行了研究。
在理论分析的基础上,本文构建了B2C网上零售业服务补救体系模型：服务补救预应机制、服务补救执行机制、服务补救评估机制、服务补救反馈机制。服务补救预应机制是对B2C网上零售业的服务失误进行监控和预测,主动发现潜在的服务失误,从而可以建立服务补救预案。执行机制主要是针对发生的服务失误,制定服务补救步骤,对失误进行补救。评估机制是指根据绩效评估标准,对企业服务补救绩效进行评估,服务补救绩效的评估包括顾客导向的评估和企业导向的评估。
本文采用定量分析工具对服务失误识别和服务补救质量评价进行研究。利用问卷调查识别B2C网上零售业服务失误的情况和顾客对B2C网上零售业服务补救质量的评估。问卷的设计参考了以往学者的研究,并结合B2C网上零售业的自身特性和服务补救的特点加以改进,通过对问卷的分析提出B2C网上零售业的服务补救提升策略。最后对全文内容进行总结,对今后相关的研究进行展望。
With the rapid development of online shopping, many service problems occur, more and more scholars start to study the field. B2C is an important part of online retail industry; its service quality should deserve online retail business's attention. Since service failure will damage service quality of business and cause direct or indirect lost. And service recovery just can decrease the influence for service failure, and then customer satisfaction and service quality can be improved.
This study focused on B2C online retail services, including the formation mechanism of service failure, service recovery strategy selection, Based on this research, the author established service recovery system model for B2C online retail sector, and analyzed all aspects of the model accordingly, the author hopes this research can help B2C online retail services for improving the quality.
This paper firstly described highlighted issues during the development of B2C online retail service and drew the contents of this research, through studying domestic and foreign service recovery theories and analyzing development process and current status of the B2C online retail, the author studied service failure reasons of B2C online retail business by applying service differentiation model. On this basis, this paper presented a number of appropriate remedial strategies.
Based on theoretical analysis, this paper built service recovery system model for B2C online retail:forecasting service system, implementing service recovery system, evaluating service recovery system and feedback service system. The forecasting service system is to monitor service failure would happen. The implementing service recovery system means what we should do when service failure happened. The evaluating service recovery system is to evaluate the efficiency of service recovery system. The Feedback service system is to give back information about service recovery to improve the recovery system.
In this paper, the author used quantitative analysis tools to do further study about how to identify service failures and what customers evaluate the effect of service recovery. It is done by doing questionnaire about the B2C online retail. Questionnaire design refers to the former scholars and characteristics of B2C online retail and also gets improved. Through analysis of the questionnaire, some service recovery proposals were given to enhance the system's service quality. Finally, the author summarized this paper and drew the conclusions.
本文将着重研究B2C网上零售业的服务问题,包括服务失误的形成机理、服务补救策略的选择,在此基础上,建立了B2C网上零售业的服务补救体系模型,并对模型的各个环节进行了相应的分析,希望能对B2C网上零售业服务质量的提高有所帮助。
本文首先阐述了B2C网上零售业发展中凸显的服务问题,引出本文的研究内容。通过对国内外学者关于服务补救理论的研究以及对B2C网上零售业的发展历程和现状的分析,应用服务管理研究中的服务差异模型,对B2C网上零售企业的服务失误原因进行了研究。
在理论分析的基础上,本文构建了B2C网上零售业服务补救体系模型：服务补救预应机制、服务补救执行机制、服务补救评估机制、服务补救反馈机制。服务补救预应机制是对B2C网上零售业的服务失误进行监控和预测,主动发现潜在的服务失误,从而可以建立服务补救预案。执行机制主要是针对发生的服务失误,制定服务补救步骤,对失误进行补救。评估机制是指根据绩效评估标准,对企业服务补救绩效进行评估,服务补救绩效的评估包括顾客导向的评估和企业导向的评估。
本文采用定量分析工具对服务失误识别和服务补救质量评价进行研究。利用问卷调查识别B2C网上零售业服务失误的情况和顾客对B2C网上零售业服务补救质量的评估。问卷的设计参考了以往学者的研究,并结合B2C网上零售业的自身特性和服务补救的特点加以改进,通过对问卷的分析提出B2C网上零售业的服务补救提升策略。最后对全文内容进行总结,对今后相关的研究进行展望。
With the rapid development of online shopping, many service problems occur, more and more scholars start to study the field. B2C is an important part of online retail industry; its service quality should deserve online retail business's attention. Since service failure will damage service quality of business and cause direct or indirect lost. And service recovery just can decrease the influence for service failure, and then customer satisfaction and service quality can be improved.
This study focused on B2C online retail services, including the formation mechanism of service failure, service recovery strategy selection, Based on this research, the author established service recovery system model for B2C online retail sector, and analyzed all aspects of the model accordingly, the author hopes this research can help B2C online retail services for improving the quality.
This paper firstly described highlighted issues during the development of B2C online retail service and drew the contents of this research, through studying domestic and foreign service recovery theories and analyzing development process and current status of the B2C online retail, the author studied service failure reasons of B2C online retail business by applying service differentiation model. On this basis, this paper presented a number of appropriate remedial strategies.
Based on theoretical analysis, this paper built service recovery system model for B2C online retail:forecasting service system, implementing service recovery system, evaluating service recovery system and feedback service system. The forecasting service system is to monitor service failure would happen. The implementing service recovery system means what we should do when service failure happened. The evaluating service recovery system is to evaluate the efficiency of service recovery system. The Feedback service system is to give back information about service recovery to improve the recovery system.
In this paper, the author used quantitative analysis tools to do further study about how to identify service failures and what customers evaluate the effect of service recovery. It is done by doing questionnaire about the B2C online retail. Questionnaire design refers to the former scholars and characteristics of B2C online retail and also gets improved. Through analysis of the questionnaire, some service recovery proposals were given to enhance the system's service quality. Finally, the author summarized this paper and drew the conclusions.
引文
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[2]Kelley, ScottW., K. Douglas Hoffman and Mark A.Davis. "ATypology of Retail Failures and Recoveries," [J].Journal of Retailing,1993 (Winter).
[3]梁新弘,章佳文.论服务补救管理体系的补救预应机制.当代财经,2004(4)
[4]杨俊,服务补救运作机理[M],中国经济出版社,2006
[5]黄文彦,蓝还林.服务补救与创造顾客.商业经济文萃[J].,2005,(4):
[6]常亚平,影响消费者重复网上购物行为因素的实证研究——基于电子商务环境和网络商店因素的数据分析,管理评论[J],2009(4)26-33
[7]何会文,基于战略竞争力的服务补救管理体系,[M]南开大学出版社,2006
[8]Hocutt M.A., ChakrabortyG., Mowen J.C.. The Impact of Perceived Justice on Customer Satisfaction and Intention to Complain in a Service Recovery[J].Advances in Consumer Research,1997 (24):457-463.
[9]Kelley, Scott.W., K. Douglas Hoffman and Mark A.Davis. "A Typology of Retail Failures and Recoveries," [J].Journal of Retailing,1993 (Winter).
[10]Boshoff, C. A re-assessment and refinement of RECOVSAT. [J].Managing Service Quality 2005(5)
[11]Goodwin C., Ross I.. Consumer evaluations of responses to complaints:what's fair and why [J].The Journal of Consumer Marketing,1990 (2):39-47.
[12]Tax S., Brown S.W., ChandrashekaranM.. Customer evaluations of service complaint experiences:implications for relationship marketing [J] Journal of Marketing,1998 (2):60-76.
[13]Smith, A.K., Bolton, R.N., Wagner, J. A model of customer satisfaction with service encounters involving failure and recovery. [J]. Journal of Marketing Research,1998(8).
[14]韦福祥.顾客感知服务质量与顾客满意相关关系实证研究.天津商学院学报.2003(1)
[15]陈忠卫,董晓波.服务补救理论述评[J].中外企业家,2005(4)
[16]Goodwin C., Ross I.. Consumer evaluations of responses to complaints:what's fair and why [J].The Journal of Consumer Marketing,1990 (2):39-47.
[17]Christopher H. Lovelock, Classifying Services to Gain Strategic Marketing Insights[J], Journal of Marketing,1983,43,9-20
[18]Smith, Amy.K., Ruth N. Bolton "The Effect of Customers'Emotional Responses to Service Failures on Their Recovery Effort Evaluations and Satisfaction Judgments," [J] Journal of the Academy of Marketing Science, 2002(1).
[19]LaTour Stephen A.,Nancy C.Peat.Conceptual and Methodological Issues in Consumer Satisfaction Research. Advances in Consumer Research. William L.Wilkie,eds. Ann Arbor, MI:Association for Consumer Research. 1979,6:431-437
[20]Kotler, P.·Marketing Management—Analysis, Planning, Implementation and Control[M].gthed., Prentice—Hall Inc., New Jersey,1997,250—296
[21]Hennig-Thurau, T. & Gremler.D.D, Understanding relationship marketing outcomes[J],1.Journal of service Research,2002,4(3):230-247.
[22]韦福祥.对服务补救若干问题的探讨[J].天津商学院学报.2002(22)
[23]姜国平.服务补救流程及运作策略[J].中国质量.2005(7)
[24]郑秋莹,范秀成网上零售业服务补救策略研究[J].管理评论.2007(10)
[25]Tax, Stephen. and Stephen W.Brown. Recovering and Learning from Service failure[J].Sloan Management Review,1998, Fall:75-88
[26]张金成,何会文.服务补救的认识误区[J].商业经济与管理.2003(1)
[27]GronroosT.J.,Increased concentrations of synovial-type phospholipace A2 in serum and pulmonary and renal complications in acute pancreatitis [J], Digestion,1992,52(3-4):232-236
[28]James G. Maxham Ⅲ. Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions [J]. Journal of Business Research,2001(54)
[29]Bernard Weiner, Reflections and Reviews-Attribution Thoughts about Consumer Behavior [J], Journal of Consumer Research,2000 (27):382-387
[30]Kelley, S.W.Davis, Antecedents to Customer Expectations for Service Recovery. [J].journal of Academy of Marketing Science,1994(22).
[31]Clark, M.A., Wood. R.C.Consumer loyalty in the restaurant industry:a preliminary exploration of the issues. [J].British Food Journal 1999 (4).
[32]Hoffman, K.D., Fern, S.W. Perceived justice needs and recovery evaluation: a contingency approach. [J].European Journal of Marketing.2000(34).
[33]Brown, C., Staude, G. Satisfaction with recovery:its measurement and its outcomes. [J]. South African Journal of Business Management,2003(9).
[34]Hoffman, K. Douglas, Scott W. Kelley and Beth C. Chung. "A City Investigation of Service escape Failures and Associated Recovery Strategies, " [J].Journal of Services Marketing,2003 (4)
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