服务补偿中网店等级对顾客期望的影响研究.docxVIP

摘　　要服务补偿随着国内外电子商务的迅速发展，这方面的问题也不断的涌现。引起越来越多的学者们进行这方面的研究，而且围绕这一主题的研究成果颇丰。但围绕服务补偿这一话题，大多数是关于服务补偿措施对顾客满意度、忠诚度、感知公平等的影响研究，但关于网店等级对顾客期望的服务补偿研究较少，而且这个研究角度还具有较大的实际指导意义。因此，本文将围绕服务补偿中网店等级对顾客期望的影响进行实证研究。首先，本文集中阐述了服务失败、服务补偿、顾客期望、网点等级的相关概念及内涵。其次，本文通过研究模型的设计、变量的确定与测量、假设的提出，设计出了调查问卷。接着，本文对样本数据进行了描述性分析并通过SPSS软件对有效数据进行了信度和效度分析、相关分析、回归分析等分析方法，以假设的提出。最后，本文针对此次实证分析做出了结论、营销启示以及不足。关键词：服务补偿；网点等级；顾客期望AbstractWith the development of electronic commerce in China rapid development, online shopping has been the emergence of failure. More and more scholars take more care to the topic about shopping failure, but most of them did not study on the topic influence of shop class about service compensation on customer expectations . Basing on the topic’s meaning to marketing, I will put forward to studying on the topic influence of shop class service compensation on customer expectations based on the research of many scholars. In this study, firstly I will review literature on the meaning of service failure, service compensation, online store class, customer expectation. And then I will design the studying model; confirm the variables; propose the consumption; design the questionnaire survey. Thirdly, I will use of the analyzing methods which include the descriptive analysis method, reliability analysis method, validity analysis method, correlation analysis, regression analysis to analyze the data. In the end, after verifying the assumptions,I will make the conclusions and make suggestions on marketing.Key words: Network level; Service compensation; Customer expectations目 录导 论……………………………………………………………………1（一）研究背景…………………………………………………………………1（二）研究目的与意义…………………………………………………………1（三）研究内容与方法…………………………………………………………1文献综述………………………………………………………1（一）网店等级的维度…………………………………………………………1（二）服务失误………………………………………………………………2（三）服务补偿的定义、维度…………………………………………………3（四）顾客期望的概论、特性、影响因素………………………………………7二、研究设计……………………………………………………9（一）研究模型……………………………………………………………9（二）变量及测量表的设计……………………………………………10（三）研究假设……………………………………………………………12（四）调查问卷……………………………………………