摘 要
隨著電視頻道的快速發(fā)展以及虛擬通路時(shí)代的來臨，各大電視媒體之間的競爭也變得越來越激烈，而電視購物頻道作為一種新興的營銷模式也開始逐漸走進(jìn)人們的視野。電視購物頻道憑借其電視媒體的優(yōu)勢(shì)，近年來得到了非常迅速的發(fā)展，但同時(shí)也面臨著很多的問題，諸如提供的商品或服務(wù)的日益同質(zhì)化等。這些都使得購物頻道經(jīng)營企業(yè)的顧客忠誠度面臨著考驗(yàn)，為了增加顧客再購次數(shù)，實(shí)現(xiàn)顧客忠誠度的提高，企業(yè)唯有加強(qiáng)自身的服務(wù)質(zhì)量，以建立競爭優(yōu)勢(shì)從而能夠穩(wěn)定獲利。因此，如何提高服務(wù)質(zhì)量才能更有效率的提升顧客忠誠度也就成為了電視購物頻道的經(jīng)營企業(yè)需要探討的重要課題。
本文在大量吸收前人已有的研究成果的基礎(chǔ)上，為了探究服務(wù)質(zhì)量在電視購物行業(yè)對(duì)于顧客忠誠的驅(qū)動(dòng)機(jī)制，構(gòu)建了一個(gè)以服務(wù)質(zhì)量(包括可靠性、有形性、便利性和政策性四個(gè)維度)為前因變量、以關(guān)系質(zhì)量(顧客滿意、顧客信任和顧客承諾三個(gè)維度)為中介變量和以顧客忠誠(態(tài)度忠誠和行為忠誠兩個(gè)維度)為結(jié)果變量的關(guān)系模型，同時(shí)在模型中考慮到了服務(wù)質(zhì)量缺口理論和人口統(tǒng)計(jì)變量的影響，并根據(jù)模型提出了相關(guān)的假設(shè)。在實(shí)證方面以Dabholkar(1996)所提出的零售業(yè)服務(wù)質(zhì)量量表作為設(shè)計(jì)問卷的理論基礎(chǔ)，設(shè)計(jì)出了結(jié)構(gòu)式問卷并進(jìn)行了抽樣調(diào)查，共獲得有效問卷264份。對(duì)于收集的數(shù)據(jù)本文通過進(jìn)行因子分析、成對(duì)樣本T檢驗(yàn)、典型相關(guān)分析、單因素方差分析、路徑分析等相關(guān)統(tǒng)計(jì)方法對(duì)研究假設(shè)進(jìn)行了驗(yàn)證，并最終據(jù)此對(duì)概念模型進(jìn)行了修正；最后針對(duì)實(shí)證分析得出的結(jié)論對(duì)電視購物企業(yè)提出了綜合改進(jìn)建議。
研究發(fā)現(xiàn)通過綜合考察九個(gè)變量之間的相互作用能夠較好地理解服務(wù)質(zhì)量對(duì)于顧客忠誠的驅(qū)動(dòng)機(jī)制?？紤]到影響顧客忠誠的因素非常復(fù)雜，本研究僅從服務(wù)質(zhì)量作為前因變量的角度來探究了電視購物行業(yè)顧客忠誠的形成機(jī)制，目前國內(nèi)很少有電視購物行業(yè)顧客忠誠方面的實(shí)證研究成果，因而本文的研究也豐富了國內(nèi)研究領(lǐng)域的內(nèi)容。對(duì)于研究的不足之處筆者提出了一些后續(xù)研究建議，期望能提高對(duì)顧客忠誠研究的解釋力。



關(guān)鍵詞 服務(wù)質(zhì)量；顧客忠誠；電視購物
Abstract
With the rapid development of television channels and virtual channel era, the competition between the major television media has become increasingly intense, and TV shopping channel as a new marketing model also began to enter people's vision. TV shopping channel, with its advantages of television in recent years has been very rapid development, but it also faces many problems, such as the provision of goods or services, such as the increasing homogeneity. This made shopping channel to run a business facing a test of loyalty, to increase the number of repeat purchase customers achieve improved customer loyalty, companies can only enhance its service quality, to create a competitive advantage in order to stabilize profits. Therefore, how to improve service quality and more efficient customer loyalty has become a TV shopping channel enterprises need to explore an important issue.
In this paper, absorbing a large number of previous studies have been based on the results, in order to explore the quality of service in the TV shopping industry, the driving mechanism for customer loyalty, build a quality of service (including reliability, vision, convenience and policy IV dimension) as antecedent variables, relationship quality (customer satisfaction, customer trust and customer commitment to three dimensions) for the intermediate variables and customer loyalty (attitudinal loyalty and behavioral loyalty to two dimensions) model for the relationship between outcome variables and related to the model assumptions made. In the empirical to Dabholkar (1996) proposed the design of retail service quality scale as the theoretical basis of the questionnaire, designed a structured questionnaire to a sample survey, 264 valid questionnaires were obtained. By collecting data for the factor analysis, paired T test, canonical correlation analysis, ANOVA, path analysis of the research hypotheses were verified, and accordingly the final conceptual model was modified; Finally, empirical analysis conclusions made on the television shopping company comprehensive recommendations for improvement.
Comprehensive survey found that through the interaction between nine variables can better understand the quality of service mechanism for driving customer loyalty. Taking into account the factors that affect customer loyalty is very complex, this study only the service quality as antecedent variables revealed a larger limit, the author made a number of follow-up study this proposal, hoping to improve the explanatory power of customer loyalty research.



Key words Service quality; Customer loyalty; TV shopping


目 錄
摘 要 I
Abstract II
第1章 緒論 1
1.1 選題背景及意義 1
1.1.1 選題的背景 1
1.1.2 選題的意義 2
1.2 國內(nèi)外研究現(xiàn)狀 2
1.2.1 服務(wù)質(zhì)量的研究綜述 3
1.2.2 顧客忠誠的研究綜述 6
1.2.3 服務(wù)質(zhì)量與顧客忠誠的研究綜述 7
1.2.4 文獻(xiàn)綜述評(píng)論 7
1.3 本論文的研究內(nèi)容和技術(shù)路線 9
1.3.1 本文的研究內(nèi)容 9
1.3.2 本文的技術(shù)路線 9
1.3.3 本文的研究方法 9
1.4論文的創(chuàng)新點(diǎn) 10
第2章 相關(guān)理論概述 12
2.1 服務(wù)質(zhì)量相關(guān)理論 12
2.1.1 服務(wù)與質(zhì)量的內(nèi)涵 12
2.1.2 服務(wù)質(zhì)量模型 13
2.1.3 服務(wù)質(zhì)量的測量 15
2.2 顧客忠誠相關(guān)理論 16
2.3 電視購物相關(guān)理論 18
2.3.1 電視購物的內(nèi)涵 18
2...