服务质量对顾客忠诚度的影响研究
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摘要
服务经济时代的到来,使服务企业之间的竞争日趋激烈,一些具有战略意识的服务企业开始重视服务所带来的经济效益。然而,由于服务本身存在的一些特性,如无形性和易逝性等,使得顾客容易产生不确定性和不安全感,再加上顾客的需求在不断变化和发展,对服务质量的追求也在不断提高。在这一动态的过程中,怎样保持服务质量让顾客满意,降低顾客的不确定性,提高顾客的忠诚度,从而使企业达到顾客保留和获取利润的目的,是企业在为顾客服务中必须考虑的问题。
近年来,服务质量与顾客忠诚度的关系在很多领域都得到了大量的研究,但对于教育培训产业的研究却非常少见。英语培训行业作为一种新型的服务性行业,其服务质量的重要性不言而喻,但有关此培训行业的服务质量的相关研究及著作基本上还没有,本研究就是从英语培训行业入手,探讨培训行业服务质量的构成维度,以及服务质量各维度对顾客忠诚度的影响。
基于上述研究目的,本研究对以往文献进行梳理和总结,进而提出服务质量的五维度模型以及服务质量与顾客忠诚度的关系模型,并运用SPSS 13.0和LISREL 8.5数据分析软件对湖南郴州市英语培训行业的236份有效样本进行因子分析、验证性因子分析、相关分析及回归分析等以检验模型的有效性。
根据分析的结果,本文基本验证了研究假设,研究的主要结论包括:(1)实证研究结果支持了PZB关于服务质量的有形性、可靠性、反应性、保证性和关怀性五要素构成模型;(2)在研究模型中,验证了服务质量在关怀性、有形性和反应性方面在英语培训行业对顾客忠诚度有显著正向影响。
同时,考虑到影响顾客忠诚度的因素非常复杂,本研究所得结论因没能与其它要素作全面考察而存在着一定的局限性,为此本文最后提出了一些未来研究的建议,以期能提高对服务质量以及顾客忠诚度研究的解释力。
As the coming of service era, the competition between service enterprises gets more and more vehement. Some service enterprises which have strategic consciousness start to pay attention to economic efficiency brought by the service. However, the service itself has such nature as intangibility and perishalibity and so on, it may make customers have a sense of uncertainty and insecurity, in addition, customers' demand is unceasingly changing, their pursues to service quality is changing, too. In this dynamic process, how to maintain service quality and satisfy customers, reduce customers ' uncertainty and improve the degree of customer loyalty, and then achieve the target of retaining customers and improving profitability, is the key issue that enterprises must consider in the service process.
The relationship between service quality and customer loyalty has been pursued in a large body of recent researches, but there is little attention to it in education training area. The importance of service quality provided by English training enterprises, which belong to a new service industry, is self-evident, but few research and works is related to this field. This paper focuses on English training industry, discussing the constitution dimensions of service quality and the relationship between each dimension of service quality and customer loyalty.
Based on the above research objectives, this research reviews and summarizes related literatures, then proposes five-dimensional model of service quality and relationship model between service quality and customer loyalty. With the help of SPSS 13.0 and LISREL 8.5, this research conducts factor analysis, CFA, correlation analysis and regression analysis towards 236 valid samples to test the validity of the proposed loyalty model.
According to the analysis results, this thesis confirms the hypothesis raised in the research, the main conclusions contain:(1) The empirical study result has supported the five essential factors' constitution model of tangibles, reliability, responsiveness, assurance and empathy promoted by PZB; (2)In the research model, empathy, tangibles and responsiveness had a positive effect on the degree of customer loyalty in English training industry.
On the other hand, because of great complexity of the influencing factors of customer loyalty, this research has certain limitation for not making comprehensive inspection with other essential factors. Therefore, this article proposes some futurology's suggestion, expecting to enhance the explanation strength to service quality and customer loyalty.
近年来,服务质量与顾客忠诚度的关系在很多领域都得到了大量的研究,但对于教育培训产业的研究却非常少见。英语培训行业作为一种新型的服务性行业,其服务质量的重要性不言而喻,但有关此培训行业的服务质量的相关研究及著作基本上还没有,本研究就是从英语培训行业入手,探讨培训行业服务质量的构成维度,以及服务质量各维度对顾客忠诚度的影响。
基于上述研究目的,本研究对以往文献进行梳理和总结,进而提出服务质量的五维度模型以及服务质量与顾客忠诚度的关系模型,并运用SPSS 13.0和LISREL 8.5数据分析软件对湖南郴州市英语培训行业的236份有效样本进行因子分析、验证性因子分析、相关分析及回归分析等以检验模型的有效性。
根据分析的结果,本文基本验证了研究假设,研究的主要结论包括:(1)实证研究结果支持了PZB关于服务质量的有形性、可靠性、反应性、保证性和关怀性五要素构成模型;(2)在研究模型中,验证了服务质量在关怀性、有形性和反应性方面在英语培训行业对顾客忠诚度有显著正向影响。
同时,考虑到影响顾客忠诚度的因素非常复杂,本研究所得结论因没能与其它要素作全面考察而存在着一定的局限性,为此本文最后提出了一些未来研究的建议,以期能提高对服务质量以及顾客忠诚度研究的解释力。
As the coming of service era, the competition between service enterprises gets more and more vehement. Some service enterprises which have strategic consciousness start to pay attention to economic efficiency brought by the service. However, the service itself has such nature as intangibility and perishalibity and so on, it may make customers have a sense of uncertainty and insecurity, in addition, customers' demand is unceasingly changing, their pursues to service quality is changing, too. In this dynamic process, how to maintain service quality and satisfy customers, reduce customers ' uncertainty and improve the degree of customer loyalty, and then achieve the target of retaining customers and improving profitability, is the key issue that enterprises must consider in the service process.
The relationship between service quality and customer loyalty has been pursued in a large body of recent researches, but there is little attention to it in education training area. The importance of service quality provided by English training enterprises, which belong to a new service industry, is self-evident, but few research and works is related to this field. This paper focuses on English training industry, discussing the constitution dimensions of service quality and the relationship between each dimension of service quality and customer loyalty.
Based on the above research objectives, this research reviews and summarizes related literatures, then proposes five-dimensional model of service quality and relationship model between service quality and customer loyalty. With the help of SPSS 13.0 and LISREL 8.5, this research conducts factor analysis, CFA, correlation analysis and regression analysis towards 236 valid samples to test the validity of the proposed loyalty model.
According to the analysis results, this thesis confirms the hypothesis raised in the research, the main conclusions contain:(1) The empirical study result has supported the five essential factors' constitution model of tangibles, reliability, responsiveness, assurance and empathy promoted by PZB; (2)In the research model, empathy, tangibles and responsiveness had a positive effect on the degree of customer loyalty in English training industry.
On the other hand, because of great complexity of the influencing factors of customer loyalty, this research has certain limitation for not making comprehensive inspection with other essential factors. Therefore, this article proposes some futurology's suggestion, expecting to enhance the explanation strength to service quality and customer loyalty.
引文
[1]Gronroos Christian,A Service Quality Model and its Marketing Implications European Journal of Marketing,1984,Vol.18 Issue 4,pp-36-44
[2]Parasuraman,A.,Zeithaml,V.A.,and Berry,L.L.(1985),"A Conceptual Model of Service Quality and Its Implications for Future Research," Journal of Marketing,49(3):41-50
[3]Parasuraman,A.,Zeithaml,V.A.,and Berry,L.L.(1988),"Communication and Control Processes in the Delivery of Service Quality," Journal of Marketing,52(2):35-48
[4]Rust R.Oliver R.Service quality:new directions in theory and practice[M].Thousand Oaks,CA:Sage,1994
[5]Cronin J Jr,Taylor S A.Measuring Service Quality::A Reexamination and Extension.Journal of Marketing 1992,(56):56-68
[6]Babakus,Emin,Boner,Gregory W.An Empirical Assessment ofthe SERVQUAL Scale.Journal of Business Research,1992,(24):253
[7]陈静.供电企业服务质量评价模型及实证研究[J].沈阳航空工业学院学报,2005(2):89-91
[8]白长虹等.一个公用服务质量测评模型的构建和分析:来自中国公用服务业的证据[J].南开管理评论,2005(8):4-11
[9]金涛,杜文.铁路客运服务质量评价体系研究[J].铁路运输与经济,2005(5):76-78
[10]王海湘.基于SERVQUAL的铁路客运服务质量评价[J].铁路运输与经济,2006(8):49-54
[11]雷江升.服务及服务质量理论研究综述[J].生产力研究,2007(20)
[12]杨伟文.市场营销管理教程[M].长沙:湖南人民出版社,2006(9)
[13]Sasser,R,Olsen,P.,and Wyckoff,DD.Management of Service Operations-Text,Cases and Reading[M].Allyna and Bacan,New York,1987,45-56
[14]Gronroos,C.,Strategic Management and Marketing in the Service Sector,Marketing Science Institute Boston,1983
[15]Juaran,J.M.,"A Universal Approach to Managing for Quality",Quality Progress,1986(19):10-24
[16]Martin,W.B.Defining what quality service is for you[J].Cornell HBR Quality,1986:32-38
[17]Yi-Ching Hsieh and Shu-Ting Hiang,A Study of The Impacts of Service Quality on Relationship Quality in Search-Experience-Credence Services,Total Quality Management,January 2004,Vol.15.No.1,pp.43-58
[18]Taylor S.A.,Assessing the Use of Regression Analysis in Examining Service Recovery in the Insurance Industry:Relating Service Quality,Customer Satisfaction,and Customer Trust,Journal of Insurance Issues,2001,24(1/2),pp.30-57
[19]Mitra,A.Fundamentals of Quality Control and Improvement[M].NY:Macmillan,1993:45-68
[20]朱沆、汪纯孝等.服务质量属性的实证研究[J].商业研究,1999(6)
[21]伍小琴.服务质量特性与服务质量体系[J].世界标准化与质量管理,1997(7)
[22]戚安邦.论信息技术与服务质量管理[J].南开管理评论,1999(1)
[23]宋彦军编著.TOM/ISO9000与服务质量管理[M].北京:机械工业出版社,2004
[24]陈麒,詹志强.服务质量管理方法及应用[J].北京邮电大学学报,2006(27)
[25]王恕,汪定伟.医疗服务质量的模糊综合评判方法[J].东北大学学报,2004(6)
[26]郭品.数字参考服务质量评估体系建立初探[J].上海交通大学学报,2003(37)
[27]韩小芸,汪纯孝.服务性企业顾客满意感与忠诚感关系[M].北京:清华大学出版社,2003
[28]Cronin J.Joseph,Brady Michael A.,and G.Tomas M.Hult,Assessing the Effects of Quality,Value,and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments[J].Journal of Retailing,2000,76(2):193-218
[29]Brady Michael.K.and Cronin Jr.J.Joseph.Some New Thoughts on Conceptualizing Perceived Service Quality:A hierarchical Approach[J].Journal of Marketing,2001,65(6):34-49
[30]Bowen,J.T.& Chen,5.L.The relationship between customer loyalty and customer satisfaction[J].International Joumal of Contemporary Hospitality,2001,3:213-217
[31]Fornell C.A National Customer Satisfaction Barometer:the Swedish Experience[J].Journal of Marketing,1992,56(1):6-21
[32]Gronholdt,L.,Martensen,A.&Kristensen,K.The relationship between customer satisfaction and loyalty:cross-industry differences[J].Total Quality Management,2000,11:509-516
[33]Jones T.Business and Sasser,W.E.Jr.Why Satisfied Customer Defect,Harvard Business Review,1995,73(6):88-99
[34]Stewart,H.C.,HoPe & Muhlemann,A.Professional service quality[J].Journal of Retailing and Consumer services 5(4):209-222
[35]Keaveney,Susan M.,Customer Switching Behavior in Service Industries:An Exploratory Study[J].Journal of Marketing,1995(59):71-82
[36]Woodside,A.G.,Frey L.L.& Daly R.T.Linking service quality,customer satisfaction and behavioral intention[J].Journal of Health Care Marketing,1989(9):5-17
[37]Liljander Veronica and Strandvik Tore.The nature of customer relationships in Services,Advances in services marketing and management[M].London:JAI Press Inc.,1995
[38]Singh,J.&Sirdeshlnulth,D.Ageney and trust mercehandises in consumer satisfaction and loyalty judgments[J].Journal of the Academy of Marketing Science,2000,28(1):150-167
[39]Lee,M.& Cunningham,L.F.A cost benefit approach to understanding service loyalty [J].Journal of services Marketing,2001,15(2):113-130
[40]菲利普·科特勒a(Philip Kotler),托马斯·海斯(Thomas Hayes),保罗·N·布卢姆((Paulo-bloom)著,俞利军译.专业服务营销(第2版)[M],北京:中信出版社,2003
[41]菲利普·科特勒b(Philip Kotler))著,梅清豪译.服务营销(第11版)[M],上海:上海人民出版社,2003
[42]Oliver Richard L.,Satisfaction,a Behavioral Perspective on the consumer[M].New York:McGraw-Hill,1997
[43]Brady Michael.K.and Cronin Jr.J.Joseph,Some New Thoughts on Conceptualizing Perceived Service Quality A hierarchical Approach,Journal of Marketing,2001,65(July),pp.34-49
[44]Gordon Fullerton,The Service Quality-Loyalty Relationship in Retail Services:Does Commitment Matter? Journal of Retailing and Consumer Services,2005(12),pp.99-111
[45]Parasuraman A.,Zeithaml Valarie A.,&Berry Leonard L.,Five Imperatives for Improving Service Quality[J].Sloan Management Review,1990(31):29-38
[46]Parasuraman,A.,Berry Leonard L.,and Zeithaml Valarie A.,Refinement and reassessment of the SERVQUAL scale[J].Journal of Retailing,1991a,67(4):420-450
[47)Shamdasani P.N.and Balakrishnan A.A.Determinants of relationship quality and loyalty in personalized Services,Asia Pacific Journal of Management,2000,Vol.17(3),pp.399-422
[48]汪纯孝,韩小芸,温碧燕.顾客满意感与忠诚感关系的实证研究[[J].南开管理评论,2003(4)
[49]汪纯孝,温碧燕,姜彩芬.顾客的服务消费经历与行为意向的实证研究[J].中山大学学报,2001(3)
[50]闫庆军.服务质量、关系质量与顾客忠诚度的关系研究-以杭州市体育健身业为例[D].硕士学位论文:浙江大学,2005年
[51]范秀成,罗海成.基于顾客感知价值的服务企业竞争力探析[J].南开管理评论,2003(6)
[52]Murdick,R.G,B.Render and R.S.Russel.Service Operations Management[M].Allyna and Bacon,1990,67-102
[53]侯杰泰,温忠麟,成子娟,结构方程模型及其应用,北京,教育科学出版社,2004
[54]秦洪丹.个人网上银行服务品质与顾客忠诚研究[D].硕士学位论文:浙江大学,2007年
[2]Parasuraman,A.,Zeithaml,V.A.,and Berry,L.L.(1985),"A Conceptual Model of Service Quality and Its Implications for Future Research," Journal of Marketing,49(3):41-50
[3]Parasuraman,A.,Zeithaml,V.A.,and Berry,L.L.(1988),"Communication and Control Processes in the Delivery of Service Quality," Journal of Marketing,52(2):35-48
[4]Rust R.Oliver R.Service quality:new directions in theory and practice[M].Thousand Oaks,CA:Sage,1994
[5]Cronin J Jr,Taylor S A.Measuring Service Quality::A Reexamination and Extension.Journal of Marketing 1992,(56):56-68
[6]Babakus,Emin,Boner,Gregory W.An Empirical Assessment ofthe SERVQUAL Scale.Journal of Business Research,1992,(24):253
[7]陈静.供电企业服务质量评价模型及实证研究[J].沈阳航空工业学院学报,2005(2):89-91
[8]白长虹等.一个公用服务质量测评模型的构建和分析:来自中国公用服务业的证据[J].南开管理评论,2005(8):4-11
[9]金涛,杜文.铁路客运服务质量评价体系研究[J].铁路运输与经济,2005(5):76-78
[10]王海湘.基于SERVQUAL的铁路客运服务质量评价[J].铁路运输与经济,2006(8):49-54
[11]雷江升.服务及服务质量理论研究综述[J].生产力研究,2007(20)
[12]杨伟文.市场营销管理教程[M].长沙:湖南人民出版社,2006(9)
[13]Sasser,R,Olsen,P.,and Wyckoff,DD.Management of Service Operations-Text,Cases and Reading[M].Allyna and Bacan,New York,1987,45-56
[14]Gronroos,C.,Strategic Management and Marketing in the Service Sector,Marketing Science Institute Boston,1983
[15]Juaran,J.M.,"A Universal Approach to Managing for Quality",Quality Progress,1986(19):10-24
[16]Martin,W.B.Defining what quality service is for you[J].Cornell HBR Quality,1986:32-38
[17]Yi-Ching Hsieh and Shu-Ting Hiang,A Study of The Impacts of Service Quality on Relationship Quality in Search-Experience-Credence Services,Total Quality Management,January 2004,Vol.15.No.1,pp.43-58
[18]Taylor S.A.,Assessing the Use of Regression Analysis in Examining Service Recovery in the Insurance Industry:Relating Service Quality,Customer Satisfaction,and Customer Trust,Journal of Insurance Issues,2001,24(1/2),pp.30-57
[19]Mitra,A.Fundamentals of Quality Control and Improvement[M].NY:Macmillan,1993:45-68
[20]朱沆、汪纯孝等.服务质量属性的实证研究[J].商业研究,1999(6)
[21]伍小琴.服务质量特性与服务质量体系[J].世界标准化与质量管理,1997(7)
[22]戚安邦.论信息技术与服务质量管理[J].南开管理评论,1999(1)
[23]宋彦军编著.TOM/ISO9000与服务质量管理[M].北京:机械工业出版社,2004
[24]陈麒,詹志强.服务质量管理方法及应用[J].北京邮电大学学报,2006(27)
[25]王恕,汪定伟.医疗服务质量的模糊综合评判方法[J].东北大学学报,2004(6)
[26]郭品.数字参考服务质量评估体系建立初探[J].上海交通大学学报,2003(37)
[27]韩小芸,汪纯孝.服务性企业顾客满意感与忠诚感关系[M].北京:清华大学出版社,2003
[28]Cronin J.Joseph,Brady Michael A.,and G.Tomas M.Hult,Assessing the Effects of Quality,Value,and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments[J].Journal of Retailing,2000,76(2):193-218
[29]Brady Michael.K.and Cronin Jr.J.Joseph.Some New Thoughts on Conceptualizing Perceived Service Quality:A hierarchical Approach[J].Journal of Marketing,2001,65(6):34-49
[30]Bowen,J.T.& Chen,5.L.The relationship between customer loyalty and customer satisfaction[J].International Joumal of Contemporary Hospitality,2001,3:213-217
[31]Fornell C.A National Customer Satisfaction Barometer:the Swedish Experience[J].Journal of Marketing,1992,56(1):6-21
[32]Gronholdt,L.,Martensen,A.&Kristensen,K.The relationship between customer satisfaction and loyalty:cross-industry differences[J].Total Quality Management,2000,11:509-516
[33]Jones T.Business and Sasser,W.E.Jr.Why Satisfied Customer Defect,Harvard Business Review,1995,73(6):88-99
[34]Stewart,H.C.,HoPe & Muhlemann,A.Professional service quality[J].Journal of Retailing and Consumer services 5(4):209-222
[35]Keaveney,Susan M.,Customer Switching Behavior in Service Industries:An Exploratory Study[J].Journal of Marketing,1995(59):71-82
[36]Woodside,A.G.,Frey L.L.& Daly R.T.Linking service quality,customer satisfaction and behavioral intention[J].Journal of Health Care Marketing,1989(9):5-17
[37]Liljander Veronica and Strandvik Tore.The nature of customer relationships in Services,Advances in services marketing and management[M].London:JAI Press Inc.,1995
[38]Singh,J.&Sirdeshlnulth,D.Ageney and trust mercehandises in consumer satisfaction and loyalty judgments[J].Journal of the Academy of Marketing Science,2000,28(1):150-167
[39]Lee,M.& Cunningham,L.F.A cost benefit approach to understanding service loyalty [J].Journal of services Marketing,2001,15(2):113-130
[40]菲利普·科特勒a(Philip Kotler),托马斯·海斯(Thomas Hayes),保罗·N·布卢姆((Paulo-bloom)著,俞利军译.专业服务营销(第2版)[M],北京:中信出版社,2003
[41]菲利普·科特勒b(Philip Kotler))著,梅清豪译.服务营销(第11版)[M],上海:上海人民出版社,2003
[42]Oliver Richard L.,Satisfaction,a Behavioral Perspective on the consumer[M].New York:McGraw-Hill,1997
[43]Brady Michael.K.and Cronin Jr.J.Joseph,Some New Thoughts on Conceptualizing Perceived Service Quality A hierarchical Approach,Journal of Marketing,2001,65(July),pp.34-49
[44]Gordon Fullerton,The Service Quality-Loyalty Relationship in Retail Services:Does Commitment Matter? Journal of Retailing and Consumer Services,2005(12),pp.99-111
[45]Parasuraman A.,Zeithaml Valarie A.,&Berry Leonard L.,Five Imperatives for Improving Service Quality[J].Sloan Management Review,1990(31):29-38
[46]Parasuraman,A.,Berry Leonard L.,and Zeithaml Valarie A.,Refinement and reassessment of the SERVQUAL scale[J].Journal of Retailing,1991a,67(4):420-450
[47)Shamdasani P.N.and Balakrishnan A.A.Determinants of relationship quality and loyalty in personalized Services,Asia Pacific Journal of Management,2000,Vol.17(3),pp.399-422
[48]汪纯孝,韩小芸,温碧燕.顾客满意感与忠诚感关系的实证研究[[J].南开管理评论,2003(4)
[49]汪纯孝,温碧燕,姜彩芬.顾客的服务消费经历与行为意向的实证研究[J].中山大学学报,2001(3)
[50]闫庆军.服务质量、关系质量与顾客忠诚度的关系研究-以杭州市体育健身业为例[D].硕士学位论文:浙江大学,2005年
[51]范秀成,罗海成.基于顾客感知价值的服务企业竞争力探析[J].南开管理评论,2003(6)
[52]Murdick,R.G,B.Render and R.S.Russel.Service Operations Management[M].Allyna and Bacon,1990,67-102
[53]侯杰泰,温忠麟,成子娟,结构方程模型及其应用,北京,教育科学出版社,2004
[54]秦洪丹.个人网上银行服务品质与顾客忠诚研究[D].硕士学位论文:浙江大学,2007年