基于扎根理论的快递服务使用的影响因素研究

On Factors Influencing Delivery Service Utilization Based on Grounded Theory

本文主要研究消费者使用快递服务的影响因素.首先通过文献研究法确定访谈提纲,然后运用访谈法随机对使用快递服务的消费者进行访谈,得到原始资料,利用扎根理论的三级编码对资料进行定性分析,得到影响消费者快递服务使用的6大因素,分别为快递运送需求、网点需求、人员服务需求、激励机制、快递品牌形象、个人因素.最后通过构建研究模型对他们之间的作用关系进行深入剖析,提出快递企业应该提高快递业务质量、增加网点分布、加强快递人员培训、采取优惠激励、提高快递品牌形象.本文丰富了快递服务使用行为的研究内容,扩展了扎根理论的研究范围,并对快递企业提高自身竞争力有很大帮助.

This paper mainly studies the factors influencing consumers'choice of delivery service.The interview outline,constructed based on the literature review,is applied in the interview with randomly chosen interviewees to collect raw data.And then three-level coding method of grounded theory is applied to qualitatively analyze the data.The analysis indicates six factors that affect consumers'choice of delivery service-delivery needs,network distribution,personnel service,incentive mechanism,and brand image,and personal factors.Finally,a research model is constructed to analyze the interactive relations between these factors.In conclusion,it is proposed that express delivery enterprises should make efforts in these aspects:improving delivery service quality,increasing the network distributions,offering training to delivery personnel,making promotions or offering discounts,and improving brand image.This study has enriched the research of delivery service utilization,expanded the scope of grounded theory,and is helpful for express delivery enterprises to improve their competitiveness.