网上零售服务可靠性维度的探索性研究

在文献阅读和深度访谈的基础上,提炼出了23个网上零售服务可靠性的测量指标,然后通过问卷调查收集数据,并采用因子分析和回归分析等方法对网上零售服务可靠性的构成维度以及各维度对于总体服务可靠性水平的贡献程度进行了实证研究。研究结果表明:网上零售服务的可靠性由物流配送可靠性、信息可靠性、客户服务可靠性和网站技术可靠性4个维度构成;物流配送可靠性是最重要的维度,其后依次是客户服务可靠性、信息可靠性和网站技术可靠性。基于研究结论,有针对性地提出了当前网上零售企业服务可靠性改进的对策和建议。

Exploratory Study on the Dimensions of E-tailing Service Reliability

By literature research and in-depth interviews,twenty-three basic indexes were explored.Then the data were collected through a formal survey and empirical research was made via factor analysis and regression analysis method.The results indicate that e-tailing service reliability consists of four main elements,which are distribution reliability,information reliability,customer service reliability and web technology reliability.Among these factors,the most significant one is distribution reliability,followed by customer service reliability,information reliability and web technology reliability in that order.Based on the research conclusions,the managerial suggestions for enhancing e-tailing reliability level are given in the end of the paper.