基于顾客旅程视角的智能客服服务质量测量及其效应研究

Research on the Service Quality Measurement and Its Effect of Intelligent Customer Service from the Perspective of the Customer Journey

基于顾客旅程这一全新视角,运用扎根理论、探索性和验证性因子分析等方法,开发并验证了智能客服服务质量测量量表。研究表明,智能客服服务质量测量量表由3个阶段(服务前、中、后)、9个维度和39个题项构成。其中,服务前阶段包含服务主体可选择性1个维度,服务中阶段包含可靠性、人性化、信息质量、效率、可记忆性5个维度,服务后阶段包含可转换性、持续改进性、勿扰性3个维度,并且量表具有良好的信度和效度。智能客服服务质量对持续使用意愿有正向影响,服务中阶段的影响最大,服务后阶段次之,服务前阶段的影响最小。

Based on the new perspective of the customer journey,this study developed and validated an intelligent customer service quality measurement scale employing grounded theory,exploratory and confirmatory factor analysis.The study shows that the intelligent customer service quality measurement scale consists of three stages(pre-service,during-service,post-service),nine dimensions and thirty-nine items.Specifically,the pre-service stage contains one dimension of service subject select ability,the during-service stage contains five dimensions of reliability,humanization,information quality,efficiency,and memorability,and the post-service stage contains three dimensions of convertibility,continuous improvement,and non-disruption,and the scale exhibits good reliability and validity.The intelligent customer service quality positively affects the willingness to continue to use,with the greatest impact in the during-service stage,the second highest in the post-service stage,and the least impact in the pre-service stage.