销售各阶段服务对消费者渠道选择的影响机制研究

Research on the Influence Mechanism of Service at Each Stage of Sales to Consumer Channel Selection

全渠道营销背景下,销售过程中消费者感知到的服务质量对其购物渠道选择的影响日益增强。基于Agent建模方法构建服务影响下消费者渠道状态转移模型,运用系统动力学仿真探讨销售过程中各阶段服务对消费者渠道选择的影响机制。研究表明:消费者偏向从售前服务水平更高的渠道购买产品,消费者最大可接受的等待时间通过影响渠道犹豫者数量进而影响最终购买者数量,产品缺货或不及时地配送会将消费者推向其他渠道,可接触历史售后评价数量越多,越能在销售前期吸引更多消费者,而历史售后评价接受率的影响则是循序渐进的。

Under the background of full channel marketing,the influence of customers perceived service quality on the choice of shopping channel is increasing daily.Based on the Agent modeling method,this paper constructs a consumer channel state transition model considering service influence,uses system dynamics model to simulate and discusses the influence mechanism of service in different stages of sales on consumer channel choice.The research has shown that consumers tend to buy products from channel retailers with higher levels of pre-sales service.The maximum acceptable waiting time affects the number of final purchasers by influencing the number of channel hesitants,and product out of stock or not timely delivery will push the consumer to other channels.In addition,the more available number of contactable historical after-sales service evaluations,the more able to attract consumers in the early sale period,however the impact of the historical after-sales service evaluation acceptance rate is gradual.