全渠道零售企业服务质量测量量表研究  

Study on Service Quality Measurement for Omni-channel Retail Enterprises

作　　者：何雪萍[1] He Xueping

机构地区：[1]天津大学管理与经济学部,天津300072

出　　处：《上海管理科学》2016年第6期49-55,共7页Shanghai Management Science

基　　金：国家自然科学基金项目"移动互联网背景下全渠道零售企业服务质量测评与改进研究"(G020902)

摘　　要：如今,零售行业已悄然步入了全渠道时代。本研究关注消费者在全渠道购物体验过程中与企业的各个互动接触点,充分考虑全渠道零售业务具有的新特色,基于以往相关研究成果并结合质性研究和实证研究方法,构建出一个全渠道零售服务质量测量量表,包括七个维度:店面外貌、员工互动、功效性、美观设计、安全性、整合性、物流满足。结果表明所有的维度对消费者的满意度和忠诚度都有着显著的积极影响,其中整合性这一维度的影响最大。本文不仅扩展了服务质量和全渠道零售领域的研究,而且为全渠道零售企业制定合理的服务管理政策以提高其服务质量提供了指导。Nowadays,retail business has entered the eraof omni-channel.On the basis of previous literature,consideringthe new traits of omni-channel business,combining qualitativestudy and empirical study,this research developed a reliablescale for measuring customer perceived service quality inthe context of omni-channel retailing.The scale includes sevendimensions:store appearance,personal interaction,efficiency,aesthetic design,security,integration,fulfillment.The resultsdemonstrate that all dimensions of this scale have significantpositive impact on customers’satisfaction and loyalty towardthe omni-channel retailers.Specially,integration is found to bethe most important factor.This research contributes to extendservice quality research and fill the important research gap inomni-channel retailing domain and provide benefic guidancefor omni-channel practitioners to improve their service quality

关 键 词：全渠道零售 服务质量 测量构建 整合性 

分 类 号：F724.2[经济管理—产业经济]