本文關(guān)鍵詞： 網(wǎng)絡(luò)零售服裝企業(yè) 服務(wù)失敗 服務(wù)補救 KANO模型　出處：《哈爾濱商業(yè)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國網(wǎng)絡(luò)普及程度的提高,網(wǎng)絡(luò)基礎(chǔ)設(shè)施的完善,我國的網(wǎng)絡(luò)零售服裝企業(yè)得到了飛速的發(fā)展。網(wǎng)絡(luò)零售服裝企業(yè)在享受互聯(lián)網(wǎng)建設(shè)紅利的同時,也不得不面對競爭越發(fā)激烈的市場環(huán)境。網(wǎng)絡(luò)零售服裝企業(yè)為了在激烈的市場競爭中占據(jù)一席之地,不得不通過努力的提升服務(wù)質(zhì)量來提升企業(yè)自身的競爭能力,而服務(wù)補救能力是服務(wù)質(zhì)量的重要組成部分。因此如何有效的提升企業(yè)的服務(wù)補救能力也就成為了網(wǎng)絡(luò)零售服裝企業(yè)必須面對的問題。同時,網(wǎng)絡(luò)零售服裝企業(yè)存在大量無過錯的服務(wù)失敗導(dǎo)致了其服務(wù)失敗比例要高于其他行業(yè),服務(wù)補救也就對其更加重要了。首先,在對服務(wù)補救相關(guān)理論進行梳理的基礎(chǔ)上,結(jié)合實地的調(diào)查研究對網(wǎng)絡(luò)零售服裝企業(yè)顧客服務(wù)補救的需求項進行了初選并從彌補損失、及時響應(yīng)、獲得道歉、制度良好、溝通方便5個角度初選出15個網(wǎng)絡(luò)零售服裝企業(yè)顧客服務(wù)補救的需求項。其次,通過KANO模型對這些需求項進行了驗證,刪除了服務(wù)補救情況被告知以及企業(yè)具有健全的服務(wù)補救制度兩項受訪者認可度較低的服務(wù)補救需求項,將篩選后的結(jié)果通過KANO模型劃分為魅力需求4個、一元需求2個、基本需求7個為對這些需求進行綜合的權(quán)重分析做準備。再次,通過問卷調(diào)查的方式,收集了顧客對這13項需求項的評價數(shù)據(jù),應(yīng)用粗數(shù)方法對收集的數(shù)據(jù)進行分析求得13個需求項的權(quán)重。最后,綜合KANO模型不同類型需求的特性對13個需求項的權(quán)重進行調(diào)整得到最終的需求項權(quán)重,并將13個需求項按照調(diào)整后權(quán)重進行排序和分析,得出網(wǎng)絡(luò)零售服裝企業(yè)顧客服務(wù)補救的需求大致可以分為四個等級的結(jié)論。四個等級的需求從低到高依次為對服務(wù)補救的基礎(chǔ)需求、對優(yōu)質(zhì)服務(wù)的需求、對額外利益的需求和超出現(xiàn)有層次的需求。結(jié)合上述的研究成果,論文提出了從用制度確保最大程度上滿足顧客的基礎(chǔ)需求;通過培訓(xùn)和企業(yè)文化使員工滿足顧客對優(yōu)質(zhì)服務(wù)的需求;將促銷融入服務(wù)補救措施來激勵員工滿足顧客額外利益的需求;加強服務(wù)補救體系建設(shè)來幫助企業(yè)儲備滿足超出現(xiàn)有層次的需求的能力四個方面給出了網(wǎng)絡(luò)零售服裝企業(yè)服務(wù)補救的完善策略。
[Abstract]:With the improvement of network popularization and the improvement of network infrastructure, the online retail clothing enterprises in China have been developing rapidly. While enjoying the dividends of Internet construction, the online retail clothing enterprises enjoy the benefits of Internet construction. Also have to face the increasingly fierce competition in the market environment. Online retail clothing enterprises in order to occupy a place in the fierce market competition. Have to improve the quality of service through efforts to enhance the competitiveness of the enterprise itself. Service recovery ability is an important part of service quality. Therefore, how to effectively improve the service recovery ability of enterprises has become a problem that must be faced by online retail clothing enterprises. At the same time. There are a large number of non-fault service failures in online retail clothing enterprises, which leads to a higher rate of service failure than other industries, service remediation is more important to it. First of all. On the basis of combing the related theories of service remediation, combined with the field investigation and research, the customer service recovery requirements of online retail clothing enterprises were selected and made up for the loss, timely response, and received an apology. The system is good, easy to communicate from 5 points of view out of 15 online retail clothing enterprises customer service recovery requirements. Secondly, through the KANO model to verify these requirements. Two items of service remedy needs with lower recognition by interviewees were deleted, namely, the situation of service remedies being informed and the enterprise having a sound service remedy system. The selected results are divided into 4 charm needs, 2 univariate needs and 7 basic needs through the KANO model. Thirdly, the questionnaire is used to analyze the weight of these needs. The evaluation data of the 13 items are collected, and the weight of the 13 items is obtained by the rough number method. According to the characteristics of different types of requirements of KANO model, the weights of 13 requirements are adjusted to get the final weight of requirements, and the 13 requirements are sorted and analyzed according to the adjusted weights. The conclusion can be divided into four levels. The four levels of demand from low to high is the basic demand for service remediation and the demand for quality services. Based on the above research results, the paper puts forward the system to ensure the maximum satisfaction of customers' basic needs; Through training and corporate culture to enable employees to meet customer demand for quality service; Integrate promotions into service remedies to motivate employees to meet customer's additional interest needs; Strengthening the construction of service remediation system to help the enterprise reserve to meet the needs beyond the existing level four aspects of the network retail clothing enterprise service recovery strategy.
【學(xué)位授予單位】：哈爾濱商業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F724.6;F426.86

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