移动预订服务质量与顾客惊喜研究

Service Quality and Customer Delight in Mobile-Booking Environment

基于移动预订环境、综合服务质量和电子服务质量的相关研究,运用文献综述法将移动预订服务质量归纳为安全性、效率性、美观性、移动性和个性化5个维度,构建了移动预订服务质量影响顾客惊喜的研究模型.通过收集美团网上消费者的263份调查问卷,经过信度、效度和结构方程模型分析,得出移动预订服务质量5个维度中仅个性化对顾客惊喜有显著的影响.研究结果对于企业以个性化服务为切入点、为消费者制造惊喜提供参考.

Aiming at the mobile-booking environment,this paper integrates the research of service quality and E-service quality,uses the literature review method to summarize the Service Quality in Mobile-Booking environment into five dimensions： security,efficiency,aesthetics,mobility and customization. Then it constructs a theoretical model for the impact of mobile-booking service quality on customer delight. Data were collected from a field survey of 263 Meituan consumers. Using the analysis of reliability,validity and structural equation model; it concludes that only Customization has a significant effect on customer delight in the five dimensions of the mobile-booking service quality. The results provide reference for the enterprise to create delight by customized services.