顾客感知的服务质量与顾客价值关系的研究.pdfVIP

要 随着市场形态从卖方市场向买方市场过渡，竞争进一步激化，营销的重点也 悄然从交易转向了关系。今天，随着技术发展的日新月异和新产品的不断涌现， 顾客对于产品和服务的期望越来越高，企业只有在设计、生产和提供产品时以顾 客为导向，为顾客 供超越竞争对手的价值，才能在激烈的市场竞争中获取可持 续发展的竞争优势。笔者在大量吸收前人已有的研究成果的基础上，选择学生使 用比较普遍的手机卡作为研究对象，通过考察顾客感知的服务质量对顾客价值影 响关系，期望探究顾客感知的服务质量对顾客价值的影响程度，从而加深人们对 服务行业中的服务质量和顾客价值的重要性的认识. 本文的研究问题主要有三个：一是顾客感知的服务质量要素的构成，同时分 析各要素对顾客感知的服务质量的影响程度；二是探寻顾客价值的要素及其影响 的关系；三是探求顾客感知的服务质量对顾客价值影响关系。笔者在验证上面三 个问题时用了一个月的时间发放调查问卷100 份，其中有效的回收99 份，回收率 99%，通过整理， 用spass11.0 软件进行数据分析，验证了以下三个主要问题： 一、顾客感知服务质量是一个多维度概念，它可以由有形性、可靠性、保障 性、移情性和反应性来解释。 二、顾客价值是一个多维度的概念，它包含产品价值、服务价值、人员价值、 形象价值。 三、顾客感知的服务质量的有形性、可靠性、保障性、移情性和反应性对顾 客价值有着正向影响。 关键词：服务质量 顾客价值 顾客感知 让渡价值 1 Abstract As the market transition from a sellers market to a buyers market, further intensifying competition, the marketing focus has quietly shifted from a trading relationship. Today, with the rapid technological developments and new products are constantly emerging, customer service and product expectations high, and only in the design, production and delivery of products to customers as a guide, to provide customers with value beyond the competitors, in keen competition in the market to obtain sustainable development of competitive advantages. In my predecessors have already absorbed a great deal of research results based on the choice of students is relatively common cell phone cards as an obj ect of study, inspection of the customer perception of service quality impact of customer value, customer expectations explore the perception of the quality of service of customer value, in order to raise awareness of the service industry in which the quality of service and customer value awareness of the importance. This paper has three main problems : First of customer perception of quality