电视购物业服务质量与顾客忠诚关系.doc
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电视购物业服务质量与顾客忠诚关系,摘 要随着电视频道的快速发展以及虚拟通路时代的来临，各大电视媒体之间的竞争也变得越来越激烈，而电视购物频道作为一种新兴的营销模式也开始逐渐走进人们的视野。电视购物频道凭借其电视媒体的优势，近年来得到了非常迅速的发展，但同时也面临着很多的问题，诸如提供的商品或服务的日益同质化等。这些都使得购物频道经营企业的顾客忠诚度面临...
内容介绍
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摘 要
随着电视频道的快速发展以及虚拟通路时代的来临，各大电视媒体之间的竞争也变得越来越激烈，而电视购物频道作为一种新兴的营销模式也开始逐渐走进人们的视野。电视购物频道凭借其电视媒体的优势，近年来得到了非常迅速的发展，但同时也面临着很多的问题，诸如提供的商品或服务的日益同质化等。这些都使得购物频道经营企业的顾客忠诚度面临着考验，为了增加顾客再购次数，实现顾客忠诚度的提高，企业唯有加强自身的服务质量，以建立竞争优势从而能够稳定获利。因此，如何提高服务质量才能更有效率的提升顾客忠诚度也就成为了电视购物频道的经营企业需要探讨的重要课题。
本文在大量吸收前人已有的研究成果的基础上，为了探究服务质量在电视购物行业对于顾客忠诚的驱动机制，构建了一个以服务质量(包括可靠性、有形性、便利性和政策性四个维度)为前因变量、以关系质量(顾客满意、顾客信任和顾客承诺三个维度)为中介变量和以顾客忠诚(态度忠诚和行为忠诚两个维度)为结果变量的关系模型，同时在模型中考虑到了服务质量缺口理论和人口统计变量的影响，并根据模型提出了相关的假设。在实证方面以Dabholkar(1996)所提出的零售业服务质量量表作为设计问卷的理论基础，设计出了结构式问卷并进行了抽样调查，共获得有效问卷264份。对于收集的数据本文通过进行因子分析、成对样本T检验、典型相关分析、单因素方差分析、路径分析等相关统计方法对研究假设进行了验证，并最终据此对概念模型进行了修正；最后针对实证分析得出的结论对电视购物企业提出了综合改进建议。
研究发现通过综合考察九个变量之间的相互作用能够较好地理解服务质量对于顾客忠诚的驱动机制。考虑到影响顾客忠诚的因素非常复杂，本研究仅从服务质量作为前因变量的角度来探究了电视购物行业顾客忠诚的形成机制，目前国内很少有电视购物行业顾客忠诚方面的实证研究成果，因而本文的研究也丰富了国内研究领域的内容。对于研究的不足之处笔者提出了一些后续研究建议，期望能提高对顾客忠诚研究的解释力。
关键词 服务质量；顾客忠诚；电视购物
Abstract
With the rapid development of television channels and virtual channel era, the competition between the major television media has become increasingly intense, and TV shopping channel as a new marketing model also began to enter people's vision. TV shopping channel, with its advantages of television in recent years has been very rapid development, but it also faces many problems, such as the provision of goods or services, such as the increasing homogeneity. This made shopping channel to run a business facing a test of loyalty, to increase the number of repeat purchase customers achieve improved customer loyalty, companies can only enhance its service quality, to create a competitive advantage in order to stabilize profits. Therefore, how to improve service quality and more efficient customer loyalty has become a TV shopping channel enterprises need to explore an important issue.
In this paper, absorbing a large number of previous studies have been based on the results, in order to explore the quality of service in the TV shopping industry, the driving mechanism for customer loyalty, build a quality of service (including reliability, vision, convenience and policy IV dimension) as antecedent variables, relationship quality (customer satisfaction, customer trust and customer commitment to three dimensions) for the intermediate variables and customer loyalty (attitudinal loyalty and behavioral loyalty to two dimensions) model for the relationship between outcome variables and related to the model assumptions made. In the empirical to Dabholkar (1996) proposed the design of retail service quality scale as the theoretical basis of the questionnaire, designed a structured questionnaire to a sample survey, 264 valid questionnaires were obtained. By collecting data for the factor analysis, paired T test, canonical correlation analysis, ANOVA, path analysis of the research hypotheses were verified, and accordingly the final conceptual model was modified; Finally, empirical analysis conclusions made on the television shopping company comprehensive recommendations for improvement.
Comprehensive survey found that through the interaction between nine variables can better understand the quality of service mechanism for driving customer loyalty. Taking into account the factors that affect customer loyalty is very complex, this study only the service quality as antecedent variables revealed a larger limit, the author made a number of follow-up study this proposal, hoping to improve the explanatory power of customer loyalty research.
Key words Service quality; Customer loyalty; TV shopping
目 录
摘 要 I
Abstract II
第1章 绪论 1
1.1 选题背景及意义 1
1.1.1 选题的背景 1
1.1.2 选题的意义 2
1.2 国内外研究现状 2
1.2.1 服务质量的研究综述 3
1.2.2 顾客忠诚的研究综述 6
1.2.3 服务质量与顾客忠诚的研究综述 7
1.2.4 文献综述评论 7
1.3 本论文的研究内容和技术路线 9
1.3.1 本文的研究内容 9
1.3.2 本文的技术路线 9
1.3.3 本文的研究方法 9
1.4论文的创新点 10
第2章 相关理论概述 12
2.1 服务质量相关理论 12
2.1.1 服务与质量的内涵 12
2.1.2 服务质量模型 13
2.1.3 服务质量的测量 15
2.2 顾客忠诚相关理论 16
2.3 电视购物相关理论 18
2.3.1 电视购物的内涵 18
2...
随着电视频道的快速发展以及虚拟通路时代的来临，各大电视媒体之间的竞争也变得越来越激烈，而电视购物频道作为一种新兴的营销模式也开始逐渐走进人们的视野。电视购物频道凭借其电视媒体的优势，近年来得到了非常迅速的发展，但同时也面临着很多的问题，诸如提供的商品或服务的日益同质化等。这些都使得购物频道经营企业的顾客忠诚度面临着考验，为了增加顾客再购次数，实现顾客忠诚度的提高，企业唯有加强自身的服务质量，以建立竞争优势从而能够稳定获利。因此，如何提高服务质量才能更有效率的提升顾客忠诚度也就成为了电视购物频道的经营企业需要探讨的重要课题。
本文在大量吸收前人已有的研究成果的基础上，为了探究服务质量在电视购物行业对于顾客忠诚的驱动机制，构建了一个以服务质量(包括可靠性、有形性、便利性和政策性四个维度)为前因变量、以关系质量(顾客满意、顾客信任和顾客承诺三个维度)为中介变量和以顾客忠诚(态度忠诚和行为忠诚两个维度)为结果变量的关系模型，同时在模型中考虑到了服务质量缺口理论和人口统计变量的影响，并根据模型提出了相关的假设。在实证方面以Dabholkar(1996)所提出的零售业服务质量量表作为设计问卷的理论基础，设计出了结构式问卷并进行了抽样调查，共获得有效问卷264份。对于收集的数据本文通过进行因子分析、成对样本T检验、典型相关分析、单因素方差分析、路径分析等相关统计方法对研究假设进行了验证，并最终据此对概念模型进行了修正；最后针对实证分析得出的结论对电视购物企业提出了综合改进建议。
研究发现通过综合考察九个变量之间的相互作用能够较好地理解服务质量对于顾客忠诚的驱动机制。考虑到影响顾客忠诚的因素非常复杂，本研究仅从服务质量作为前因变量的角度来探究了电视购物行业顾客忠诚的形成机制，目前国内很少有电视购物行业顾客忠诚方面的实证研究成果，因而本文的研究也丰富了国内研究领域的内容。对于研究的不足之处笔者提出了一些后续研究建议，期望能提高对顾客忠诚研究的解释力。
关键词 服务质量；顾客忠诚；电视购物
Abstract
With the rapid development of television channels and virtual channel era, the competition between the major television media has become increasingly intense, and TV shopping channel as a new marketing model also began to enter people's vision. TV shopping channel, with its advantages of television in recent years has been very rapid development, but it also faces many problems, such as the provision of goods or services, such as the increasing homogeneity. This made shopping channel to run a business facing a test of loyalty, to increase the number of repeat purchase customers achieve improved customer loyalty, companies can only enhance its service quality, to create a competitive advantage in order to stabilize profits. Therefore, how to improve service quality and more efficient customer loyalty has become a TV shopping channel enterprises need to explore an important issue.
In this paper, absorbing a large number of previous studies have been based on the results, in order to explore the quality of service in the TV shopping industry, the driving mechanism for customer loyalty, build a quality of service (including reliability, vision, convenience and policy IV dimension) as antecedent variables, relationship quality (customer satisfaction, customer trust and customer commitment to three dimensions) for the intermediate variables and customer loyalty (attitudinal loyalty and behavioral loyalty to two dimensions) model for the relationship between outcome variables and related to the model assumptions made. In the empirical to Dabholkar (1996) proposed the design of retail service quality scale as the theoretical basis of the questionnaire, designed a structured questionnaire to a sample survey, 264 valid questionnaires were obtained. By collecting data for the factor analysis, paired T test, canonical correlation analysis, ANOVA, path analysis of the research hypotheses were verified, and accordingly the final conceptual model was modified; Finally, empirical analysis conclusions made on the television shopping company comprehensive recommendations for improvement.
Comprehensive survey found that through the interaction between nine variables can better understand the quality of service mechanism for driving customer loyalty. Taking into account the factors that affect customer loyalty is very complex, this study only the service quality as antecedent variables revealed a larger limit, the author made a number of follow-up study this proposal, hoping to improve the explanatory power of customer loyalty research.
Key words Service quality; Customer loyalty; TV shopping
目 录
摘 要 I
Abstract II
第1章 绪论 1
1.1 选题背景及意义 1
1.1.1 选题的背景 1
1.1.2 选题的意义 2
1.2 国内外研究现状 2
1.2.1 服务质量的研究综述 3
1.2.2 顾客忠诚的研究综述 6
1.2.3 服务质量与顾客忠诚的研究综述 7
1.2.4 文献综述评论 7
1.3 本论文的研究内容和技术路线 9
1.3.1 本文的研究内容 9
1.3.2 本文的技术路线 9
1.3.3 本文的研究方法 9
1.4论文的创新点 10
第2章 相关理论概述 12
2.1 服务质量相关理论 12
2.1.1 服务与质量的内涵 12
2.1.2 服务质量模型 13
2.1.3 服务质量的测量 15
2.2 顾客忠诚相关理论 16
2.3 电视购物相关理论 18
2.3.1 电视购物的内涵 18
2...
