B2B2C环境下快递服务品牌的消费者满意研究——感知服务质量的中介效应  

Consumer Satisfaction of the Express Service Brand under B2B2C Ecommerce: Mediated Effects of Perceived Service Quality

作　　者：何浏[1,2] 

机构地区：[1]五邑大学经济管理学院,广东江门529020 [2]中山大学管理学院,广东广州510275

出　　处：《中国软科学》2013年第12期114-127,共14页China Soft Science

基　　金：国家自然科学基金面上项目(71272243);教育部人文社会科学研究规划基金项目(12YJA630038);广东省自然科学基金项目(S2011010000855)

摘　　要：论文从感知服务质量视角出发,探讨了在B2B2C环境下,消费者对于快递服务业品牌的满意度问题。首先根据相关文献将影响快递服务质量的前因变量归纳为时间价值、物品价值、员工价值和便利价值四大类,然后通过Amos20.0软件构建了一个SEM模型并进行了分析,最后得出的结论显示:感知的快递服务质量正向影响消费者满意,而感知服务质量在四个前因变量对消费者满意度的影响过程路径中,起到了中介效应。This paper explores the issue of consumer satisfaction toward express service quality from the perspective of perceived service quality under circumstance of business to business to customers （B2B2C）online. Firstly, the evaluation variables of service quality are summarized to four parts：time value, product value, employee value and convenience val- ue ; Then, using Amos20. 0 soft to build a structural equation model（SEM） and analysis it; Finally, the conclusions are summarized as following：the perceived quality of express service can affect consumers＂ satisfaction positively. During the process that the four variables of service quality influence consumer satisfaction, perceived service quality has mediating effects.

关 键 词：B2B2C 快递服务品牌 感知服务质量 消费者满意 中介效应 

分 类 号：F014.5[经济管理—政治经济学]