服装网店售后服务质量对顾客忠诚度的影响  

Online Clothing Store After-Sales Service Quality’s Influence on Customer Loyalty

作　　者：潘梦诗 白欢欢 李沛 PAN Meng-shi;BAI Huan-huan;LI Pei(School of Textiles and Fashion,Shanghai University of Engineering Science,Shanghai 201620,China)

机构地区：[1]上海工程技术大学纺织服装学院,上海201620

出　　处：《北京服装学院学报（自然科学版）》2022年第1期49-54,94,共7页Journal of Beijing Institute of Fashion Technology：Natural Science Edition

基　　金：上海工程技术大学研究生科研创新项目(20KY0910);上海工程技术大学新进教师培养项目(0239-A3-0100-21-0928)。

摘　　要：为研究服装网店售后服务质量与顾客忠诚度之间的关系,提出服务补救质量、物流服务质量、退货服务质量、顾客关怀4个影响顾客忠诚度的变量,顾客满意度为中介变量,并构建理论模型。通过使用因子分析、相关分析、结构方程模型和回归分析法进行实证分析。结果表明:服务补救质量、物流服务质量、退货服务质量及顾客关怀对顾客忠诚度均有直接正向影响,影响顺序为顾客关怀>服务补救质量>物流服务质量>退货服务质量;顾客满意度在服务补救质量、物流服务质量、退货服务质量及顾客关怀与顾客忠诚度的关系中起中介作用。研究结果可为服装网店网络营销策略的制定提供理论与实践依据。To study the relationship between after-sales service quality of online clothing store and customer loyalty,this study proposed four variables(service recovery quality,logistics service quality,return service quality,and customer care) that may influence customer loyalty.The theoretical model was constructed by taking customer satisfaction as the mediating variable.Factor analysis,correlation analysis,structural equation model and regression analysis were adopted to analyze the data.The research results indicate that service recovery quality,logistics service quality,return service quality and customer care have a direct positive influence on customer loyalty,and the influential degree is ordered as follows:customer care> service recovery quality> logistics service quality> return service quality;and customer satisfaction plays a mediating role in the relationship among service recovery quality,logistics service quality,return service quality,customer care and customer loyalty.The findings can provide theoretical and practical contributions to the formulation of online clothing store marketing strategies.

关 键 词：服装网店 售后服务质量 顾客满意度 顾客忠诚度 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]