退货服务质量对零售企业顾客忠诚度的影响  

The Impacts of Returns Service Quality on Customer Loyalty for Retailing Industry

作　　者：李明芳[1] 薛景梅[1] 蒋佳[1] 

机构地区：[1]河北科技大学,河北石家庄050018

出　　处：《中国流通经济》2012年第12期94-98,共5页China Business and Market

基　　金：国家科技支撑计划资助项目"粮棉仓储特征监测安全与质量管理关键技术及系统应用示范"(项目编号:2012BAH20B03);河北省社科基金项目"完善农村流通体系对拉动河北省农村居民消费的影响"(项目编号:HB12YJ063);河北省教育厅人文社科优秀青年基金项目"主从对策优化技术在推进电子废弃物回收中的应用"(项目编号:SY12104)资金资助

摘　　要：从零售企业退货服务角度出发,本文在界定退货服务质量概念及其构成维度的基础上,构建了退货服务质量对顾客忠诚度的影响假设模型,并对模型加以验证。研究结果表明退货服务质量通过顾客满意度这个中介变量正向影响顾客忠诚度,其子维度对顾客忠诚度的影响存在差异,退货服务保证性与响应性对顾客满意度及顾客忠诚度的影响非常显著,退货服务公正性的影响则不显著。因此,退货服务质量对顾客满意度和顾客忠诚度的影响主要是通过退货服务的保证性和响应性两个维度发挥作用。According to the returns service of retailing industries, the conception and the dimensions of returns service quality have been identified. Then, a hypothetical model that describes the impacts of returns service quality on customer loyalty has been developed and verified. The research shows that returns service quality influence customer loyalty indirectly through customer satisfaction, and its sub-dimension＇s effects on customer loyalty are different. The effects of returns guarantee and returns responsiveness on customer satisfaction and customer loyalty are significant, and the effect of returns fairness is not significant. Therefore, the impactsof returns service quality on customer satisfaction and customer loyalty is mainly through the dimensions of returns guarantee and returns responsiveness.

关 键 词：退货服务 服务质量 顾客满意 顾客忠诚 

分 类 号：F274[经济管理—企业管理]