基于网络口碑数据挖掘的电子商务物流服务质量问题
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摘要
大数据时代,随着电子商务的发展,物流服务需求快速增长。然而,频频出现的物流服务质量问题给消费者和企业造成了极大困扰,物流服务质量优劣成为影响企业竞争成败的关键因素。网络口碑作为重要的顾客反馈渠道,是发掘企业物流服务质量问题的一条重要途径。可基于用户感知视角,从海量网络口碑大数据中识别并分析存在的服务质量问题进而找到解决方法,推动物流服务创新,提高服务质量和生产率。以企业对消费者(B2C)模式的家具企业为例,根据服务等同于流程的观点,构建并检测基于网络口碑的电子商务物流服务质量问题发掘模型,采用服务蓝图法和自然语言处理及社会网络分析工具分析B2C电子商务服务整个流程以及物流服务与其他服务的关系,识别导致物流服务失误的关键问题,发现品牌企业物流服务质量问题主要涉及可靠性、响应性、安全性、礼仪与移情性问题,而发货、运输、配送安装以及沟通中存在的物流服务质量问题的解决以及物流服务的改进,需要从服务补救、服务流程再造、需求与生产能力平衡以及员工管理等四个方面着手进行。具体来讲,从服务补救角度看,应积极主动提供有效的服务补救,理想状态是在顾客抱怨产生前就给予补救;从服务流程再造角度看,应与利益相关者协同管理,利用大数据信息系统定位失误点、预测销售数据并优化传统物流服务流程,实现企业管理的信息化、智能化及数据驱动创新;从需求与生产能力角度看,应针对热销季、节假日及大型促销等爆发性需求,借助价格、配送、沟通等方面的营销管理手段调控用户需求使之与供给能力平衡,同时根据产品特点制定有针对性的物流服务质量标准,管理顾客预期,使物流服务质量达到甚至超过消费者期望;从员工管理角度看,应面向配送安装、售后服务等一线人员提供良好培训并给予充分授权,以更加有效地解决顾客问题。
In the era of big data,with the development of e-commerce,demand on logistic service has been increased rapidly. While problems with quality of logistic service bring consumers and enterprises with significant trouble;and quality of logistic service has become one of the important factors having impact on related enterprises’ success.Electronic Word-of-Mouth(e-WOM)has become a significant channel of consumer feedback,and enterprise can dig logistic service quality problem from E-WOM. Based on users’ perception,the authors explore the method of recognizing,analyzing and solving logistic service quality problem from e-WOM to promote innovation in logistic service,and improve the quality and productivity. Take the case of B2C furniture,the authors propose the problem exploration model of B2C e-commerce logistic service quality base on eWOM,carry out analysis on the process of B2C e-commerce by Blueprint,NLP and Social Network Analysis,and on the relationship between logistic service and other services,and identify the key problems in logistic service failure. It is found that quality related problems with brand enterprises include problems in reliability,responsiveness,safety,protocol,and empathy;and countermeasures for quality related problems in delivery,transportation,distribution,setup,and communication should be based on service recovery,process redesigning,balancing demand and capacity,and managing people for service.
In the era of big data,with the development of e-commerce,demand on logistic service has been increased rapidly. While problems with quality of logistic service bring consumers and enterprises with significant trouble;and quality of logistic service has become one of the important factors having impact on related enterprises’ success.Electronic Word-of-Mouth(e-WOM)has become a significant channel of consumer feedback,and enterprise can dig logistic service quality problem from E-WOM. Based on users’ perception,the authors explore the method of recognizing,analyzing and solving logistic service quality problem from e-WOM to promote innovation in logistic service,and improve the quality and productivity. Take the case of B2C furniture,the authors propose the problem exploration model of B2C e-commerce logistic service quality base on eWOM,carry out analysis on the process of B2C e-commerce by Blueprint,NLP and Social Network Analysis,and on the relationship between logistic service and other services,and identify the key problems in logistic service failure. It is found that quality related problems with brand enterprises include problems in reliability,responsiveness,safety,protocol,and empathy;and countermeasures for quality related problems in delivery,transportation,distribution,setup,and communication should be based on service recovery,process redesigning,balancing demand and capacity,and managing people for service.
引文
[1]中国互联网络信息中心(CNNIC).第41次中国互联网络发展状况统计报告[R/OL].(2018-01-31)[2018-04-28].http://www.cnnic.net.cn/hlwfzyj/hlwxzbg/hlwtjbg/201803/P020180305409870339136.pdf.
[2]谭波.爆发性需求背景下的家具业电子商务物流问题研究[D].赣州:江西理工大学,2016.
[3]董鹏,胡培新.物流遇见大数据[J].首席财务官,2015(15):85-87.
[4]罗永泰,刘刚.物流服务创新与物流需求关系研究——基于共生理论视角[J].当代财经,2011(2):61-68.
[5]张光明.物流服务创新模式研究[J].经济管理,2006(18):57-61.
[6]CHAPMAN R L,SOOSAY C,KANDAMPULLY J.Innovation in logistic services and the new business model:a conceptual framework[J].International journal of physical distribution&logistics management,2002,33(7):630-650.
[7]张夏恒,马天山.大数据背景下网络购物的物流增值研究[J].当代经济管理,2015,37(11):29-33.
[8]张晓芹.基于大数据的电子商务物流服务创新[J].中国流通经济,2018,32(8):15-22.
[9]LAU G T,NG S.Individual and situational factors influencing negative word-of-mouth behaviour[J].Canadian journal of administrative sciences,2001,18(3):163-178.
[10]毕继东.负面网络口碑对消费者行为意愿的影响研究[D].济南:山东大学,2010.
[11]顾卓敏.负面网络口碑对消费者行为意愿的影响因素研究[D].成都:西南财经大学,2011.
[12]高杰.负面网络口碑对消费者团购意愿的影响研究[D].成都:西南财经大学,2012.
[13]李亚平.负面网络口碑对经济型酒店顾客购买决策的影响研究[D].开封:河南大学,2014.
[14]冯玉石.负面网络口碑对消费者态度改变的影响研究[D].成都:西南财经大学,2010.
[15]张馨月.负面网络口碑对消费者购买意愿的影响研究[D].广州:华南理工大学,2013.
[16]沈阳.ROST content mining system:software for content mining and analysis[CP/OL].(2010-09-23)[2018-10-24].http://www.xdowns.com/soft/23/84/2014/soft_119970.html.
[17]刘雯,高峰,洪凌子.基于情感分析的灾害网络舆情研究——以雅安地震为例[J].图书情报工作,2013,57(20):104-110.
[18]蔡溢,杨洋,殷红梅.基于ROST文本挖掘软件的贵阳市城市旅游品牌受众感知研究[J].重庆师范大学学报(自然科学版),2015,32(1):126-134.
[19]左文明,陈华琼,张镇鹏.基于网络口碑的B2C电子商务服务质量管理[J].管理评论,2018,30(2):94-106.
[20]中国物流与采购联合会.中国电商物流运行指数(2015.1——2018.8).[EB/OL].(2018-09-01)[2018-09-07].http://dswl.chinawuliu.com.cn/.
[21]菲利普·科特勒,凯文·莱恩·凯勒.营销管理[M].北京:中国人民大学出版社,2012:385.
[22]阳林.服务营销[M].北京:电子工业出版社,2014:21.
[23]HENNIG-THURAU T,GWINNER K P,WALSH G,et al.Electronic word-of-mouth via consumer-opinion platforms:what motivates consumers to articulate themselves on the internet?[J].Journal of interactive marketing,2004,18(1):38-52.
[24]SHOSTACK G L.Service positioning through structural change[J].Journal of marketing,1987,51(1):34-43.
[25]克里斯托弗·洛夫洛克,约亨·沃茨.服务营销[M].韦福祥,等译.7版.北京:机械工业出版社,2013:177-184.
[26]BITNER M J.Service scapes:the impact of physical surroundings on customers and employees[J].Journal of marketing,1992,56(2):57-71.
[27]BOVE L L,JOHNSON L W.Customer relationships with service personnel:do we measure closeness,quality or strength?[J].Journal of business research,2001,54(3):189-197.
[28]RAFAELI A,ZIKLIK L,DOUCET L.The impact of call center employees'customer orientation behaviors on service quality[J].Journal of service research,2008,10(3):239-255.
[29]CHEBAT J C,DAVIDOW M,CODIJOVI I.Silent voices why some dissatisfied consumers fail to complain[J].Journal of service research,2005(4):328-342.
[30]TAX S S,BROWN S W.Recovering and learning from service failure[J].Sloan management review,1998,40(1):75-88.
[31]MATOS C A D,HENRIQUE J L,ROSSI C A V.Service recovery paradox:a meta-analysis[J].Journal of service research,2007,10(1):60-77.
[32]GR?NROOS C.Service quality:the six criteria of good perceived service[J].Review of business,1988(9):10-13.
[33]SMITH A K,BOLTON R N,WAGNER J.A model of customer satisfaction with service encounters involving failure and recovery[J].Journal of marketing research,2003,33(7):630-650.
[34]张圣亮,高欢.服务补救方式对消费者情绪和行为意向的影响[J].南开管理评论,2011,14(2):37-43.
[35]简兆权,柯云.网络购物服务失误、服务补救与顾客二次满意及忠诚度的关系研究[J].管理评论,2017,29(1):175-186.
[36]李雷,简兆权.国外电子服务质量研究述评与趋势展望[J].外国经济与管理,2012,34(10):1-12.
[37]王高山,于涛,张新.电子服务质量对用户持续使用的影响:顾客契合的中介效应[J].管理评论,2014,26(10):126-137.
[38]JOHNSTON T C,HEWA M A.Fixing service failures[J].Industrial marketing management,1997,26(5):467-473.
[39]VAERENBERGH Y V,VERMEIR I,LARIVIERE B.Service recovery's impact on customers next-in-line[J].Managing service quality,2013,23(6):495-512.
[40]郑兵,董大海,金玉芳.国外物流服务质量研究述评[J].管理学报,2007(3):373-378.
[41]王增民,胡伟,潘煜.服务补救理论综述及战略意义探讨[J].商业研究,2014(7):121-126.
[42]杨聚平.以客户为中心“最后一公里”配送模式研究[D].北京:对外经济贸易大学,2014.
[43]唐瑶涵.家具物流质量控制研究[D].长沙:中南林业科技大学,2015.
[44]STAUSS B,SCHOELER A.Complaint management profitability:what do complaint managers know?[J].Managing service quality,2004,14(2/3):147-156.
[45]BERRY L L,LAMPO S S.Teaching an old service new tricks-the promise of service redesign[J].Journal of service research,2000,2(3):265-275.
[46]马彦华,路红艳.智慧供应链推进供给侧结构性改革——以京东商城为例[J].企业经济,2018,37(6):188-192.
[47]DIAZ A B C,RUIZ F J M.The consumer’s reaction to delays in service[J].International journal of service industry management,2002,13(2):118-140.
[48]BOWEN D E,SCHNEIDER B,CZEPIEL J A.Boundaryspanning-role employees and the service encounter:some guidelines for management and research[M]//CZEPIEL J A,SOLOMON M R,SURPRENANT C F.The Service Encounter.Lexington,MA:Lexington Books,1985:127-148.
[49]ROD M,ASHILL N J.Symptoms of burnout and service recovery performance[J].Managing service quality,2009,19(1):60-84.
[50]黄音.物流企业的数据驱动创新——一个多案例分析[J].中国流通经济,2018,32(9):20-29.
[2]谭波.爆发性需求背景下的家具业电子商务物流问题研究[D].赣州:江西理工大学,2016.
[3]董鹏,胡培新.物流遇见大数据[J].首席财务官,2015(15):85-87.
[4]罗永泰,刘刚.物流服务创新与物流需求关系研究——基于共生理论视角[J].当代财经,2011(2):61-68.
[5]张光明.物流服务创新模式研究[J].经济管理,2006(18):57-61.
[6]CHAPMAN R L,SOOSAY C,KANDAMPULLY J.Innovation in logistic services and the new business model:a conceptual framework[J].International journal of physical distribution&logistics management,2002,33(7):630-650.
[7]张夏恒,马天山.大数据背景下网络购物的物流增值研究[J].当代经济管理,2015,37(11):29-33.
[8]张晓芹.基于大数据的电子商务物流服务创新[J].中国流通经济,2018,32(8):15-22.
[9]LAU G T,NG S.Individual and situational factors influencing negative word-of-mouth behaviour[J].Canadian journal of administrative sciences,2001,18(3):163-178.
[10]毕继东.负面网络口碑对消费者行为意愿的影响研究[D].济南:山东大学,2010.
[11]顾卓敏.负面网络口碑对消费者行为意愿的影响因素研究[D].成都:西南财经大学,2011.
[12]高杰.负面网络口碑对消费者团购意愿的影响研究[D].成都:西南财经大学,2012.
[13]李亚平.负面网络口碑对经济型酒店顾客购买决策的影响研究[D].开封:河南大学,2014.
[14]冯玉石.负面网络口碑对消费者态度改变的影响研究[D].成都:西南财经大学,2010.
[15]张馨月.负面网络口碑对消费者购买意愿的影响研究[D].广州:华南理工大学,2013.
[16]沈阳.ROST content mining system:software for content mining and analysis[CP/OL].(2010-09-23)[2018-10-24].http://www.xdowns.com/soft/23/84/2014/soft_119970.html.
[17]刘雯,高峰,洪凌子.基于情感分析的灾害网络舆情研究——以雅安地震为例[J].图书情报工作,2013,57(20):104-110.
[18]蔡溢,杨洋,殷红梅.基于ROST文本挖掘软件的贵阳市城市旅游品牌受众感知研究[J].重庆师范大学学报(自然科学版),2015,32(1):126-134.
[19]左文明,陈华琼,张镇鹏.基于网络口碑的B2C电子商务服务质量管理[J].管理评论,2018,30(2):94-106.
[20]中国物流与采购联合会.中国电商物流运行指数(2015.1——2018.8).[EB/OL].(2018-09-01)[2018-09-07].http://dswl.chinawuliu.com.cn/.
[21]菲利普·科特勒,凯文·莱恩·凯勒.营销管理[M].北京:中国人民大学出版社,2012:385.
[22]阳林.服务营销[M].北京:电子工业出版社,2014:21.
[23]HENNIG-THURAU T,GWINNER K P,WALSH G,et al.Electronic word-of-mouth via consumer-opinion platforms:what motivates consumers to articulate themselves on the internet?[J].Journal of interactive marketing,2004,18(1):38-52.
[24]SHOSTACK G L.Service positioning through structural change[J].Journal of marketing,1987,51(1):34-43.
[25]克里斯托弗·洛夫洛克,约亨·沃茨.服务营销[M].韦福祥,等译.7版.北京:机械工业出版社,2013:177-184.
[26]BITNER M J.Service scapes:the impact of physical surroundings on customers and employees[J].Journal of marketing,1992,56(2):57-71.
[27]BOVE L L,JOHNSON L W.Customer relationships with service personnel:do we measure closeness,quality or strength?[J].Journal of business research,2001,54(3):189-197.
[28]RAFAELI A,ZIKLIK L,DOUCET L.The impact of call center employees'customer orientation behaviors on service quality[J].Journal of service research,2008,10(3):239-255.
[29]CHEBAT J C,DAVIDOW M,CODIJOVI I.Silent voices why some dissatisfied consumers fail to complain[J].Journal of service research,2005(4):328-342.
[30]TAX S S,BROWN S W.Recovering and learning from service failure[J].Sloan management review,1998,40(1):75-88.
[31]MATOS C A D,HENRIQUE J L,ROSSI C A V.Service recovery paradox:a meta-analysis[J].Journal of service research,2007,10(1):60-77.
[32]GR?NROOS C.Service quality:the six criteria of good perceived service[J].Review of business,1988(9):10-13.
[33]SMITH A K,BOLTON R N,WAGNER J.A model of customer satisfaction with service encounters involving failure and recovery[J].Journal of marketing research,2003,33(7):630-650.
[34]张圣亮,高欢.服务补救方式对消费者情绪和行为意向的影响[J].南开管理评论,2011,14(2):37-43.
[35]简兆权,柯云.网络购物服务失误、服务补救与顾客二次满意及忠诚度的关系研究[J].管理评论,2017,29(1):175-186.
[36]李雷,简兆权.国外电子服务质量研究述评与趋势展望[J].外国经济与管理,2012,34(10):1-12.
[37]王高山,于涛,张新.电子服务质量对用户持续使用的影响:顾客契合的中介效应[J].管理评论,2014,26(10):126-137.
[38]JOHNSTON T C,HEWA M A.Fixing service failures[J].Industrial marketing management,1997,26(5):467-473.
[39]VAERENBERGH Y V,VERMEIR I,LARIVIERE B.Service recovery's impact on customers next-in-line[J].Managing service quality,2013,23(6):495-512.
[40]郑兵,董大海,金玉芳.国外物流服务质量研究述评[J].管理学报,2007(3):373-378.
[41]王增民,胡伟,潘煜.服务补救理论综述及战略意义探讨[J].商业研究,2014(7):121-126.
[42]杨聚平.以客户为中心“最后一公里”配送模式研究[D].北京:对外经济贸易大学,2014.
[43]唐瑶涵.家具物流质量控制研究[D].长沙:中南林业科技大学,2015.
[44]STAUSS B,SCHOELER A.Complaint management profitability:what do complaint managers know?[J].Managing service quality,2004,14(2/3):147-156.
[45]BERRY L L,LAMPO S S.Teaching an old service new tricks-the promise of service redesign[J].Journal of service research,2000,2(3):265-275.
[46]马彦华,路红艳.智慧供应链推进供给侧结构性改革——以京东商城为例[J].企业经济,2018,37(6):188-192.
[47]DIAZ A B C,RUIZ F J M.The consumer’s reaction to delays in service[J].International journal of service industry management,2002,13(2):118-140.
[48]BOWEN D E,SCHNEIDER B,CZEPIEL J A.Boundaryspanning-role employees and the service encounter:some guidelines for management and research[M]//CZEPIEL J A,SOLOMON M R,SURPRENANT C F.The Service Encounter.Lexington,MA:Lexington Books,1985:127-148.
[49]ROD M,ASHILL N J.Symptoms of burnout and service recovery performance[J].Managing service quality,2009,19(1):60-84.
[50]黄音.物流企业的数据驱动创新——一个多案例分析[J].中国流通经济,2018,32(9):20-29.