网络零售服务质量的测量与管理——基于中国情境

Measuring and Managing E-retail Service Quality:Based on the Chinese Context

理解中国消费者如何感知网购服务质量是网络零售商取得新兴中国市场竞争优势的关键。本文采用深度访谈和实证检验方法开发了一个中国情境下网络零售服务质量测量量表(E-TAIL-SQ)。来自100名受访者和529名问卷应答者的证据显示,网络零售服务质量包含环境质量、过程质量、结果质量和补救质量四个维度。其中,环境质量由界面接近性、界面审美性、系统有效性和信息有用性构成;过程质量由交易安全性、服务专业性和网站响应性构成;结果质量由质量保证性和网店履约性构成;而补救质量则由网店的反应性和补偿性构成。四个维度分别对顾客满意和信任,进而对顾客忠诚具有预测性。其中,对顾客满意的相对预测性由大而小依次为补救质量、环境质量、过程质量和结果质量;对顾客信任的相对预测性由大而小依次为补救质量、过程质量、结果质量和环境质量。这些结论为网络零售商管理中国网购者的服务质量感知、开发基于服务质量的网店忠诚战略提供了理论和实践启示。

Understanding how Chinese consumers perceive service quality is essential for e-retailers to realize competition advantages in the Chinese context.This study empirically develops a reliable and valid scale（named E-Tail-SQ）for the measurement of e-retail service quality,specifically in the Chinese context.As the evidence obtained from 100 interviewees and 529 effective questionnaires shows,the E-Tail-SQ scale classifies service quality in the context of e-retailing into four dimensions：environment quality,process quality,outcome quality and recovery quality.And,environment quality is derived from interface access,interface aesthetics,system availability and information usefulness; process quality is derived from safety of transaction,expertise of service and responsibility of website; outcome quality is generated by assurance of quality and fulfillment of website; recovery quality stems from reactivity and compensation of retailers.Moreover,these dimensions proposed in this study have reliable predictability on e-store loyalty via the mediating roles of satisfaction and trust.And,the relative predictability of them on satisfaction follows the order of recovery quality,environment quality,process quality and outcome quality; the relative predictability of them on customer trust follows the order of recovery quality,process quality,outcome quality and environment quality.These findings provide theoretical and managerial implications in further understanding and measuring e-retail service quality and developing effective strategies for e-store loyalty in the Chinese context.