顾客参与视角下末端物流服务质量提升策略研究

Research on Quality Improvement Strategy of Terminal Logistics Services under the Perspective of Customer Participation

顾客既是服务质量的评价者,同时又会参与到服务生产传递过程中,扮演着“协作者”的角色,顾客参与对服务质量有着重要影响。选取事前准备、信息共享、人际互动和口碑传播等在顾客参与服务传递过程中发挥重要作用的四个维度来代表顾客参与行为,探讨顾客参与的各维度对服务质量差距的影响机制。据此,针对性地提出了四点建议:第一,助力顾客事前准备,强化服务意识;第二,建立共享互动机制,促进有效沟通;第三,树立口碑传播理念,实施关系营销;第四,适当控制直接接触,削弱消极影响。

The customer is not only the appraiser of service quality, but also plays the role of “cooperator” who participates in the process of service delivery. Customer participation has an important influence on the service quality. This study selects the four dimensions including preparation, information sharing, personal interaction, and spread by word-of-mouth that play an important role in the process of customer participation in service delivery to represent the customer participation behavior, and explores the influence mechanism of the four dimensions on the service quality gap. In response to the analysis of the above-mentioned influence mechanism, the study puts forward four countermeasures. Firstly, helping customers prepare in advance and strengthening service consciousness. Secondly, establishing a sharing and interactive mechanism to promote effective communication. Thirdly, establishing a concept of word-of-mouth communication and conducting relationship marketing. Lastly, controlling the direct contact between the service personnel and customers properly to weaken negative impact of the consumer participation.