摘要
2005年中国履行加入世贸组织承诺向世界全面开放物流市场,外资物流企业全面迅速抢滩中国市场,中国物流企业的经营发展受到了严峻挑战,越来越多的本土物流企业开始逐渐认识到服务质量对物流企业生存发展的重要性。但是由于物流业在中国还是一个新兴的产业,物流企业的服务质量水平普遍不高,相应的服务质量评价体系不完善,很多物流企业对如何提高服务质量的认识上不够清晰和统一,难以对自已的整体服务质量做出合理的评价。因此,结合中国本土物流企业的特点,建立一套科学合理的物流企业服务质量的评价指标体系,客观地评价物流企业服务质量,找出影响服务质量的主要因素并加以分析和改进,成为当前迫切需要解决的问题。
本文首先分析国内外有关服务质量的相关理论研究、度量标准及评价现状,来寻找服务质量评价的理论依据；结合我国物流企业服务质量现状的分析及专家访谈等,基于全面质量理论的质量五要素,运用因果分析图法挖掘出物流企业服务质量的主要影响因素,即：物流企业员工因素、顾客因素、组织制度因素、设施设备因素、信息技术因素、物流流程设计因素、成本因素以及环境因素,以形成构建模型的实践依据。
综合学者PZB组合的SERVQUAL模型和MFK组合的LSQ模型提出从技术质量、功能质量角度,以理论与实践依据来共同构建物流企业服务质量评价理论模型,对原SERVQUAL模型的维度进行了调整和修改,并增加协作性和经济性作为技术质量维度,初步确定了功能质量和技术质量的六个子维度,即可靠性、响应性、有形性、协作性、交互性和经济性。提出技术质量和功能质量两个主要维度可以用来测量物流企业服务质量的假设H1和H2；六个维度对感知服务质量均呈决定性的正相关显著H3、H4、H5、H6、H7、H8等理论假设,为后文物流企业服务质量开展实证研究提供理论模型支撑。
在理论模型基础上,本文开发和构建了物流企业服务质量的评价量表,通过专家访谈、调研等设计制订了包含二十二个子项的服务质量调查问卷,通过运用相关分析、主因子分析法,对预测试进行检验,删除了“提供服务的稳定性是值得信赖的”、“有规模较大的物流提供场所”两个测量项目,净化形成六维度二十个测量项目的正式量表,并通过信度和效度分析方法验证了模型的可靠性和有效性,最终构建出一个的六维度二十个指标的评价指标体系。接下来,以上述量表来进行大规模问卷调研,并用结构方程分析方法(LISREL8.54统计软件)进行验证,研究结果表明物流企业服务质量测评模型的二阶因子结构得到了数据很好的支持。这也表明顾客评价物流企业服务质量是基于技术质量和功能质量这两个主要维度的,也可将物流企业整体服务质量作为主宰这两个维度的高阶因子。技术质量和功能质量两个主要维度与其高阶因子物流企业服务质量之间的路径系数均为正值且通过显著性检验,验证了假设H1和H2的假设关系成立。
采用结构方程验证分析方法对物流企业服务质量模型的拟合度进行了验证。六个维度拟合验证指数均在推荐范围之内,且模型拟合较为理想。因此可以推断物流企业服务质量测评模型的六个子维度结构通过了数据的交互验证,也进一步支持了顾客评价物流企业服务质量作为主宰两个主要维度技术质量和功能质量的高阶因子,而这两个主要维度又是作为六个子维度二阶因子存在的。同样,技术质量部分的三个子维度与技术质量之间的路径系数均为正值且通过显著性检验；功能质量部分的三个子维度与功能质量之间的路径系数均为正值且通过显著性检验。因此,假设H3、H4、H5、H6、H7和H8假设的关系得以交互验证成立。
以物流企业服务质量评价体系进行实证应用研究。鉴于物流企业服务质量评价模型的指标涉及众多因素的层次性、动态性和模糊性特征,本文运用动态模糊综合评价方法,分析某物流企业的总体服务水平以及各维度的服务质量水平,并且根据各维度和题项的得分趋势,指导该物流企业更好的、更具针对性的改善服务。通过实证分析的结果表明该物流企业的服务质量综合评价处在较好的水平上,并且有向好的方向发展的趋势,未来物流服务质量有望得到进一步提高。
5.论文的最后对我国物流企业服务质量问题进行了归纳,结合实证分析结果并从六个维度方面剖析存在的深层次原因,以此提出转变观念,树立顾客为中心的服务理念、完善综合性全程物流服务、提高个性化服务方案设计能力、制定科学管理制度及标准化操作流程,保证物流环节的执行力度、利用现代信息技术,提高物流服务效率和水平、持续降低物流服务成本、加强人员培训,提高服务意识等七条服务质量提升策略。
China fulfilled its WTO accession commitments in2005, opened logistics market comprehensively. The foreign logistics enterprises quickly seized the Chinese market, and the operation and development of Chinese logistics enterprises were seriously challenged, more and more local logistics enterprises began to realize the importance of service quality to the survival and development of them. However, the logistics industry in China is still an emerging industry, and evaluation system of service quality is imperfection, so a lot of logistics enterprises is hard to make a reasonable assessment of the overall service quality. Therefore, to combine the characteristics of local Chinese logistics enterprises, establish a reasonable service quality evaluation index system of logistics enterprises, evaluate service quality of logistics enterprises objectively, and find out the factors that affect the quality of service and improved, become an urgent problem need to solve.
Firstly, the literature analyzed relevant theoretical study of service quality at home and abroad, status quo of metrics and evaluation and development to find a theoretical basis; combined with expert interviews and status of logistics enterprises service quality in China, explored the main factors of logistics enterprises service quality, namely:factors of logistics employees, customers factors,organizational system factors, factors of facilities and IT, design factors of logistics process,economy factors as well as environmental factors, form a practical basis of the model.
Combined SERVQUAL model of Gronroos and LSQ model of MFK, proposed the point from the technical quality and functional quality, the theoretical and practical basis to jointly build a theoretical evaluation model of logistics enterprises service quality, the study identified six sub-dimensions of the functional quality and technical quality:reliability, responsiveness, tangibles, collaborative, interactive, economy. And put forward assumptions H1and H2of main dimensions of technical quality and functional quality can be used to measure logistics enterprises the service quality; established six theoretical assumptions H3、H4、H5、H6、H7、H8, which showed six sub-dimensions was the decisive positive correlation significant, it provided theoretical model support for logistics enterprises QOS later.
On the basis of the theoretical model, the paper built a service quality assessment scale, through interviews with experts, research and design formulation comprises22sub-item questionnaire of service quality, through the use of correlation analysis, principal factor analysis, pre-test inspection, deleted "the stability of the services provided is trustworthy","provide venues for large-scale logistics" two measuring project purification, formed six dimensions, twenty measuring project scale officially. Reliability and validity analysis verified the reliability and validity of the model, ultimately built an evaluation index system of the six dimensions twenty indicators. Scale above the massive scale questionnaire survey and structural equation modeling approach the (LISREL statistical software) validation study results showed that second-order factor structure of evaluation model of logistics enterprise service quality has been good support data. This also showed that customer evaluation of logistics enterprises QOS based on the two major dimensions of technical quality and functional quality, but also the overall quality of service as a logistics enterprises dominate these two dimensions of higher order factor. The path coefficient between its high-end technical quality and functional quality of the two major dimensions factor was positive; therefore, the assumptions relationship of HI and H2was verified established.
Using structural equation, it verified the goodness of fit of the model of logistics enterprises QOS, Six dimensions fitting validation index within the recommended range, and model fitting ideal. Therefore, we can inferred that the six sub-dimensions of evaluation model of logistics enterprises service quality by cross validation of the data structure, and further supported customer evaluation of logistics enterprises service quality as a higher order factor to dominate the technical quality and functional quality, which the two main dimensions as the second factor of six sub-dimensions exist. Similarly, the technical quality of the part of the path coefficients between the three sub-dimensions and technical quality were also positive; functional quality part of the path coefficients between the three sub-dimensions and functional quality was positive. Therefore, the cross-validation assumptions relations of H3, H4, H5, H6, H7and H8were established.
It applied evaluation dimension system of logistics enterprise service quality to empirical research. Considered the logistics enterprise indicators of service quality evaluation model level, involving many factors dynamic and fuzzy, this paper applied dynamic fuzzy comprehensive evaluation method, analysis the overall level of service and each dimension of service quality, according to score trends of various dimensions items, guided logistics enterprises how to better improve the services. By applying empirical analysis of the results showed that the logistics enterprises, the comprehensive evaluation of the quality of service at a good level, and the development trend in the right direction, the future quality of logistics services was expected to be further improved.
The end of the paper summarized service quality problems of logistics enterprises in China, combined the results of empirical analysis and parse the existence of deep-seated reasons from six dimensions, it proposed seven upgrading strategy of service quality:change ideas, establish service awareness of customer-centric, improve comprehensive logistics services, provide personalized service program, formulate standardized operational processes, and ensure the enforcement of the logistics chain, use of modern information technology to improve the level of logistics services and continue to reduce the cost of logistics services, strengthen personnel training, improve the quality of service of the sense.
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