顾客对服务承诺信任度影响因素研究

An empirical study on factors of consumer trust in service guarantee

通过文献收集、深度访谈和问卷调查,提炼出了影响顾客对服务承诺信任度的16个因素;通过探索性因子和验证性因子分析,将16个因素归纳为4类;通过相关性和回归分析发现,4类因素与顾客对服务承诺信任度相关程度从大到小依次是"赔付方式""承诺内容""综合实力"和"传达方式";通过独立样本T检验发现,顾客关系在一定程度上影响顾客对服务承诺的信任度;通过均值分析发现,当前我国消费者对企业服务承诺信任度还不够高,仅属于"一般信任"。

Through literature research,depth interviews and questionnaire surveys,16 factors of consumer trust in service guarantee were elicited.Then these factors were grouped into 4 categories according to the exploratory and confirmatory factor analysis.Correlation analysis and Regression analysis were used to analyze the impact power of the 4 categories to consumer trust in service guarantee.Meanwhile,depended on its power of impact,the 4 categories could be ordered in descending as follows： the way of compensation,the content of service guarantee,comprehensive strength,the way of information convey.Employing independent samples T-test,it was found that relationship types with enterprises have certain influence on consumer trust in service guarantee.Moreover,through means analysis,it was concluded that consumers did not trust enough in service guarantee in China.