B2C环境下感知服务质量与顾客满意度的关系研究  

Research on relationship between perceived service quality and customer satisfaction in B2C environment

作　　者：吴冠之[1] 张艳妍 

机构地区：[1]中国人民大学商学院,北京100872 [2]中国人民保险集团公司博士后工作站,北京100084

出　　处：《北京邮电大学学报（社会科学版）》2008年第5期1-5,36,共6页Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)

摘　　要：在网络环境下,传统的SERVQUAL量表在测量顾客感知服务质量时已不再适应在线服务的特点,其原有维度也难以有效地解释顾客满意的形成过程。文章将顾客信任度作为内生变量引入到顾客满意度模型中,并对顾客感知服务质量的相关维度进行了调整,使其适应网络环境的特点,同时在感知服务质量、顾客信任度和顾客满意度之间构建模型,以探讨三者之间的影响关系。The traditional SERVQUAL scales for measuring customer perceived service quality has been no longer adapted to the characteristics of online services, and the original dimensions of SERVQUAL scales can not explain the formation of customer satisfaction effectively. This article introduces customer trust as endogenous variables into the customer satisfaction models, and modifies the dimensions related customer perceived service quality in order to establishes models among the perceived service quality, customer trust and customer satisfaction in B2C environment.

关 键 词：购物网站 感知服务质量 SERVQUAL量表 顾客信任度 顾客满意度 

分 类 号：F719[经济管理—产业经济] F713.36