直销企业物流中心的配送服务质量与顾客满意度评量

Evaluation of Service Quality and Customer Satisfaction of Distribution Center-Direct Selling

本文通过问卷调查方法,以卡诺的二维质量模型对A直销企业物流中心的配送服务质量与直销商满意度之间的关系进行了实证研究。研究结果发现,物流配送服务的归类符合魅力质量、线性质量与必备质量等特性。从A直销企业的经销商、消费者、公司员工的比较,发现直销商与公司员工对卡诺的质量属性认知存在差异,而所重视的质量要项也有所不同。配送管理、产品开发及可行性、售后管理三个指标对增加满意度最有影响力;而顾客关系管理、售后管理及库存管理是最有效的减少不满意指标。

In order to explore the relationship between the quality of distribution center of the direct selling and the distributors＇ satisfaction, an empirical study was done on the basis if Kano＇s two- dimensional model and spot check with questionnaires in A direct selling company. The result indicates that the category of logistic distribution service is divided into the attributes of attractive, one - dimensional and must - be qualities. The perceptions of distributors and employees on quality are different. Therefore their enhanced quality items are differen. ＂Distribution management＂, ＂product development and availablity＂ and ＂after-sales management＂ are three top dimensions with highest index valuse that can increase the satisfaction, while ＂customer relationship management＂ ,＂after- sales management＂ and ＂inventory management＂ are three top dimensions with highest index values that can decrease the satisfaction, while ＂Customer relationship management＂, ＂after- salesmanagement＂ and ＂inventory management are three top dimensions with highest index values that can decrease the dissatisfaction .