服务接触视角家具企业服务质量影响因素研究

Study on Factors Influencing Service Quality of Furniture Enterprises from the Perspective of Service Contact

基于服务接触理论,从人际交互服务接触、人机交互服务接触和人景交互服务接触3个方面分析O2O模式下家具企业服务质量的影响因素,并通过实证分析构建基于服务接触视角O2O模式下家具企业服务质量评价模型。结果表明:O2O模式下家具企业服务质量评价模型应由10个维度36个因素构成;顾客对O2O模式下家具企业服务质量感知最关注的是愉悦性,其次是补救质量、安全与隐私、物流配送以及客户服务;信息内容和便利性的路径系数对顾客感知也有一定的影响;顾客对平台质量、外观性和可靠性也有一定的关注。

⑴ Background-- Nowadays,service contact has become one of the core contents of service management theory and a key link to measure service quality and improve customer satisfaction.From the perspective of customers,service contact is an important way for customers to perceive the service of enterprises.From the perspective of enterprises,service contact is the key moment to show the quality of their service.For the furniture enterprises with new-type O2O e-commerce mode,if they want to stand firm in the fierce market competition,they must find the important factors affecting customer perception of service quality from the perspective of service contact.⑵ Methods-- By the method of combining paper questionnaire and electronic questionnaire received 780 questionnaires,and divide them into sample 1 and sample 2,of which sample 1 is used for exploratory factor analysis and sample 2 is used for confirmatory factor analysis to test the consistency and stability of data.⑶ Results-- Through exploratory factor analysis,four common factors are extracted from human-computer interaction service contact variables.Meanwhile,the commonality and load value of all questions are greater than 0.500,which is completely consistent with the expected model assumptions.The confirmatory factor analysis results indicating that the data has higher internal consistency.The confirmatory factor analysis results indicating that the obtained sample data has higher convergence validity.The second-order confirmatory factor analysis results showed that there is a strong correlation between the three groups of first-order and second-order factors.At the same time,the fitting index of the model shows that the fitting degree of the model is better.⑷ Conclusions and Discussions-- Human-computer interaction service contact is composed of four first-order dimensions: platform quality,reliability,information content,and security and privacy.Interpersonal interaction service contact consists of four first-order dimensions: customer service,logistics distribution,pleasure,and remedial quality.Human-scene interactive service contact is composed of two factors: entity and convenience.From the path coefficient in the figure of the second-order confirmatory factor analysis model,we can see that when evaluating the perceived service quality of furniture enterprises under the mode of O2O,customers pay most attention to the pleasure;secondly,they pay more attention to the remedial quality,security and privacy,logistics distribution and customer service;the path coefficient of information content and convenience is the same,which is 0.710.In addition,customers also pay attention to the quality,appearance and reliability of the platform.Because pleasure,remedial quality,security and privacy have the greatest impact on the service quality of furniture enterprises under the mode of O2O,this paper puts forward corresponding suggestions on the service quality of furniture enterprises under the mode of O2O from these three aspects.Firstly,when employees of furniture enterprises under the mode of O2O communicate with customers,both online customer service personnel and offline service personnel should pay attention to excellent service attitude and humorous service style.Secondly,when service failure occurs,targeted remedial measures with a positive attitude is one of the important magic weapons to improve customers service quality.Thirdly,furniture enterprises under the mode of O2O should protect the privacy of customers in an all-round way and create a secure shopping and payment environment for customers.