基于服务质量与交互过程理论的可感知交互质量测量模型研究
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摘要
随着我国经济的不断发展与消费者消费层次的不断提高,我国服务业面临着激烈的竞争,企业试图通过改进服务过程、提高服务质量来增强竞争力。我国有关服务质量的研究远远落后于实践的发展,对实践的指导作用相当有限。本文从服务质量的关键要素交互质量入手,探讨改善服务质量的途径和方法。
我国银行业改革日渐深入,商业银行之间的竞争也日益加剧,高质量的服务是各个商业银行之间取得竞争优势的的重要手段之一。对于银行来说,交互过程的服务质量管理是其服务质量管理的关键内容,因此,构建适用于我国商业银行的、科学系统的交互质量测量评价体系模型具有非常重要的意义。
本文从国内外关于服务质量、交互过程的研究理论入手,以商业银行为研究对象,开发出商业银行交互质量测量评价模型ISQ模型,主要研究成果如下:
1、根据当前服务质量研究的现状,深刻剖析了服务质量研究的内涵及演变,以及交互过程研究的最新发展动态,进一步分析了交互质量的特征与内涵,描述了顾客对交互质量的感知过程。
2、概括并总结了当前服务质量测量评价的主要内容与模型,以及银行服务质量测评的现状,综合对比不同理论与模型的基础上,提出了以广泛应用的SERVQUAL模型为出发点,以专门用于银行服务质量测量的BSQ模型为基础,作为交互质量测量模型量表的来源。
3、根据当前交互过程与交互质量的研究动态,概括总结交互过程理论,提出了以扩展的交互服务模型为衡量顾客感知的理论模型。
4、将服务质量的测量量表模型与交互过程模型进行综合分析,依据SERVQUAL模型、BSQ模型与扩展的交互服务模型,使用深度访谈、问卷调查、蒙特卡洛模拟与因子分析的方法,确定出商业银行交互质量测量评价的ISQ模型。
5、采用多元回归分析的方法对ISQ模型进行进一步的实证分析,确定了ISO模型各因子及测项的权重,并提出了评价交互质量的计算方法,帮助商业银行确定服务质量的劣势,为商业银行改进交互服务管理具有重大意义。
本文开发的ISQ模型,具有较强的科学性、系统性,对商业银行进行交互质量管理具有较好的指导作用,有助于商业银行提高服务质量。
With the constant development of Chinese economy and consumer spending levels continue to increase, Chinese service industry face with fierce competition, companies trying to improve services, improve the service quality to enhance their competitiveness. Chinese research on the service quality lags far behind the development of practice, the role of guiding the practice is limited. This article start from the key elements of the service quality that is interaction quality, do the exploration of ways and methods to improve the service quality.
Increasingly in-depth reform of Chinese banking industry, the competition among commercial banks is also growing, high-quality services of commercial banks which can gain competitive advantage is one of the important means. For banks, the service quality management of interaction process is a key element of its service quality management, therefore, the construction of measuring the quality evaluation system for interaction model which can apply to Chinese commercial banks and be scientific and systematic has very important significance.
This paper start from the theory of home and abroad about the service quality and interaction process, start from the object which is commercial banks for research and development of commercial banks interaction quality measurement and evaluation model that is ISQ model, the main research results are as follows:
1. in accordance with the current research of service quality, make profound analysis of the status and the evolution of the service quality, do further analysis of the interaction quality features and content, describe the process of perception of customer about interaction quality.
2. summe up the general and the current model and main content about service quality measurement and evaluation, summe up the current status of banks about service quality evaluation, on the basis of comprehensive comparison of different theories and models ,then put forward that the SERVQUAL model whch is a wider application is used as the starting point, the BSQ model devoted to Measuring the service quality in the bank is the foundation, as the source of scale model of measuring the interaction quality.
3. the light of the current dynamic status of the interaction process and the interaction quality, summarize interaction process theory, propose the theoretical model that is expansion interaction service model which can be used for measuring customer perception.
4. do a comprehensive analysis of the service quality measurement scale model and the interaction process model, based on SERVQUAL model, BSQ model and the expansion interaction services model, using the in-depth interviews, questionnaires, Monte Carlo simulation and factor analysis, to determine the ISQ model of interaction quality measurement and evaluation of Commercial banks.
5. using multiple regression analysis method make further empirical analysis for ISQ model, determine the weight of the factors and the scales of the ISQ model, and make the calculation methods of the interaction quality to help commercial banks determine the inferior of service quality, that is of great significance in Commercial banks improving management of interaction services.
In this paper, the ISQ model, with strong scientific and systematic, can be guiding role of better management of the interaction quality for commercial banks, will help commercial banks improve service quality.
我国银行业改革日渐深入,商业银行之间的竞争也日益加剧,高质量的服务是各个商业银行之间取得竞争优势的的重要手段之一。对于银行来说,交互过程的服务质量管理是其服务质量管理的关键内容,因此,构建适用于我国商业银行的、科学系统的交互质量测量评价体系模型具有非常重要的意义。
本文从国内外关于服务质量、交互过程的研究理论入手,以商业银行为研究对象,开发出商业银行交互质量测量评价模型ISQ模型,主要研究成果如下:
1、根据当前服务质量研究的现状,深刻剖析了服务质量研究的内涵及演变,以及交互过程研究的最新发展动态,进一步分析了交互质量的特征与内涵,描述了顾客对交互质量的感知过程。
2、概括并总结了当前服务质量测量评价的主要内容与模型,以及银行服务质量测评的现状,综合对比不同理论与模型的基础上,提出了以广泛应用的SERVQUAL模型为出发点,以专门用于银行服务质量测量的BSQ模型为基础,作为交互质量测量模型量表的来源。
3、根据当前交互过程与交互质量的研究动态,概括总结交互过程理论,提出了以扩展的交互服务模型为衡量顾客感知的理论模型。
4、将服务质量的测量量表模型与交互过程模型进行综合分析,依据SERVQUAL模型、BSQ模型与扩展的交互服务模型,使用深度访谈、问卷调查、蒙特卡洛模拟与因子分析的方法,确定出商业银行交互质量测量评价的ISQ模型。
5、采用多元回归分析的方法对ISQ模型进行进一步的实证分析,确定了ISO模型各因子及测项的权重,并提出了评价交互质量的计算方法,帮助商业银行确定服务质量的劣势,为商业银行改进交互服务管理具有重大意义。
本文开发的ISQ模型,具有较强的科学性、系统性,对商业银行进行交互质量管理具有较好的指导作用,有助于商业银行提高服务质量。
With the constant development of Chinese economy and consumer spending levels continue to increase, Chinese service industry face with fierce competition, companies trying to improve services, improve the service quality to enhance their competitiveness. Chinese research on the service quality lags far behind the development of practice, the role of guiding the practice is limited. This article start from the key elements of the service quality that is interaction quality, do the exploration of ways and methods to improve the service quality.
Increasingly in-depth reform of Chinese banking industry, the competition among commercial banks is also growing, high-quality services of commercial banks which can gain competitive advantage is one of the important means. For banks, the service quality management of interaction process is a key element of its service quality management, therefore, the construction of measuring the quality evaluation system for interaction model which can apply to Chinese commercial banks and be scientific and systematic has very important significance.
This paper start from the theory of home and abroad about the service quality and interaction process, start from the object which is commercial banks for research and development of commercial banks interaction quality measurement and evaluation model that is ISQ model, the main research results are as follows:
1. in accordance with the current research of service quality, make profound analysis of the status and the evolution of the service quality, do further analysis of the interaction quality features and content, describe the process of perception of customer about interaction quality.
2. summe up the general and the current model and main content about service quality measurement and evaluation, summe up the current status of banks about service quality evaluation, on the basis of comprehensive comparison of different theories and models ,then put forward that the SERVQUAL model whch is a wider application is used as the starting point, the BSQ model devoted to Measuring the service quality in the bank is the foundation, as the source of scale model of measuring the interaction quality.
3. the light of the current dynamic status of the interaction process and the interaction quality, summarize interaction process theory, propose the theoretical model that is expansion interaction service model which can be used for measuring customer perception.
4. do a comprehensive analysis of the service quality measurement scale model and the interaction process model, based on SERVQUAL model, BSQ model and the expansion interaction services model, using the in-depth interviews, questionnaires, Monte Carlo simulation and factor analysis, to determine the ISQ model of interaction quality measurement and evaluation of Commercial banks.
5. using multiple regression analysis method make further empirical analysis for ISQ model, determine the weight of the factors and the scales of the ISQ model, and make the calculation methods of the interaction quality to help commercial banks determine the inferior of service quality, that is of great significance in Commercial banks improving management of interaction services.
In this paper, the ISQ model, with strong scientific and systematic, can be guiding role of better management of the interaction quality for commercial banks, will help commercial banks improve service quality.
引文
[1]Gronroos C.A.Service quality model and its marketing implication[J].European Journal of Marketing,1982,18(4):36-44.
[2]Brady M.K.&Cronin J.J.Some new thoughts on conceptualizing perceived service quality:A hierarchical approach[J].Journal of Marketing,2001,65(7):34-49.
[3]Chiu H.C.A study on the cognitive and afective components of service quality[J].Total Quality Management,2002,13(2):265-274.
[4]Chowdhary N.&Prakash M.Service quality:Revisiting the two factors theory[J].Journal of Service Research,2005,5(1):61-75.
[5]Lethinen U.&Lehtinen J.R.Two approaches to service quality dimensions[J].Service Industries Journal,1991,11(3):287-303.
[6]Parasuraman A.,Zeithaml V.A.&Berry L.L.Refinement and reassessment of the SERVQUAL Scale[J].Journal of Retailing,1991,16(4):420-450.
[7]Parasuraman A.,Zeithaml V.A.&Berry L.L.The nature of determinants of customer expectations of service[J].Journal of the Academy of Marketing Science,1993,21:1-12.
[8]Parasuraman A.,Zeithaml V.A.&Berry L.L.Alternative scales for measuring service quality:a comparative assessment based on psychometric and diagnostic criteria[J].Journal of Retailing,1994,70(3):201-230.
[9]Parasuraman A.,Zeithaml V.A.&Berry L.L.The behavioral consequences of service quality[J].Journal of Marketing,1996,60(2):31-46.
[10]Babakus E.&Boller G.W.An empirical assessment of the SERVQUAL scale[J].Journal of Business Research,1992,24(3):253-268.
[11]Bolton R.&Drew J.H.A multistage model of consumers'assessments of service quality and value[J].Journalof Consumer Research,1991,17(3):375-384.
[12]Brown T.L.,Churchill C.L.&Peter J.P.Improving the measurement of Service Quality[J].Journal of Retailing,1993,6(1):127-139.
[13]Cayman J.M.Consumer perceptions of service quality:An assessment of the SERVQUAL dimensions[J].Journal of Retailing,1990,66(1):33-55.
[14]Cronin J.J.&Taylor A.S.Measuring Service Quality:Examination and Extension [J].Journal of Marketing,1992,156(7):55-68.
[15]James M.C.Consumer perceptions of service quality:An assessment of the SERVQUAL dimensions[J].Journal of Retailing,1990,66(1):33-55.
[16]Lewis B.R.Service quality:An international comparison of bank customer's expectations and perceptions[J].Journalof Marketing Management,1991,7:47-62.
[17]Lewis R.C.,Booms B.H.The marketing aspects of service quality in emerging perspectives on services marketing[J].In Berry Chicago:American Marketing,1983:99-107.
[18]Bitner M.J.Evaluating service encounters:The efects of physical surroundings and employee responses[J].Journal of Marketing,1990,54(2):69-82.
[19]Johnston R.Identifying the critical determinants of service quality in retail banking:importance and effect[J].International Journal of Bank Marketing,1997,15(5):111-116.
[20]Karatepe O.M.,Yavas U.& Babakus E.Measuring service quality of banks:Scale development and validation[J].Journal of Retailing and Consumer Services,2005,12:373-383.
[21]Boomsma A.Nonconvergence,improper solutions,and starting values in LISREL maximum likelihood estimation.Psychometrika,1982,50:229-242.
[22]Bentler P.M.EQS:Structural equations program manual.Los Angeles:BMDP Statistical Software,1989.
[23]Bentler P.M.,Mooijaart A.Choice of structural model via parsimony:A rational based on precision.Psychological Bulletin,1989,106:315-317.
[24]范秀成.交互过程与交互质量[J].南开管理评论,1999,(1):8-13.
[25]崔立新.服务质量评价模型[M].经济日报出版社,2003.
[26]汪纯孝,蔡浩然.服务营销与服务质量管理[M].广州中山大学出版社,1996.
[27]韩经纶,董军.顾客感知服务质量评价与管理[M].南开大学出版社,2006.
[28]关舒华.抓住服务管理的关键环节[J].佳木斯大学社会科学学报,2001,2(1):35-37.
[29]徐明,于君英.SERVQUAL标尺测量服务质量的应用研究[J].工业工程与管理,2001,(6):6-9.
[30]徐金灿,马谋超,陈毅文.服务质量的研究综述[M].心理科学进展,2002,10(2):233-239.
[31]胡斌.服务质量管理与评估研究.北京理工大学硕士学位论文,2000.
[32]杜雪芳.感知服务质质量与顾客满意、行为意愿的关系研究——基于国有商业银行的研究.浙江大学硕士学位论文,2006.
[33]王进富,张道宏,刘西民.国有商业银行顾客满意度研究[J].华东经济管理,2005,19(7):88-92.
[34]郑晓欢.个人网上银行服务质量感知影响因素研究.大连理工大学硕士学位论文,2006.
[35]黄福臣.商业银行服务质量评价研究.西南交通大学硕士学位论文,2004.
[36]高充彦,贾建民,赵平.中国商业银行服务质量及其属性比较性研究[J].管理评论,2006,(4):3-13.
[37]吴小平.饭店交互质量评价模型的构建及其应用研究.湖南大学硕士学位论文,2005.
[38]董伊人.市场营销调研[M].成都科技大学出版社,1996.
[39]雷培莉,姚飞.市场调查与预测[M].经济管理出版社,2004.
[40]张明立,王伟.市场调查与预测[M].哈尔滨工业大学出版社,2003.
[41]柯惠新,沈浩.调查研究中的统计分析方法[M].中国传媒大学出版社,2005.
[42]朱胜.市场调查方法与应用[M].中国统计出版社,2005.
[43]薛薇.基于SPSS的数据分析[M].中国人民大学出版社,2006.
[44]J.M.伍德里奇.计量经济学导论:现代观点[M].中国人民大学出版社,2003.
[45]葛士尧,陈盛.银行“排长队”顽症的原因分析及出路思考[J].上海管理科学,2007,(3):53-58.
[46]洪建生.关心一线临柜人员,营造和谐工作氛围[J].中国城市金融,2007,(8):78.
[2]Brady M.K.&Cronin J.J.Some new thoughts on conceptualizing perceived service quality:A hierarchical approach[J].Journal of Marketing,2001,65(7):34-49.
[3]Chiu H.C.A study on the cognitive and afective components of service quality[J].Total Quality Management,2002,13(2):265-274.
[4]Chowdhary N.&Prakash M.Service quality:Revisiting the two factors theory[J].Journal of Service Research,2005,5(1):61-75.
[5]Lethinen U.&Lehtinen J.R.Two approaches to service quality dimensions[J].Service Industries Journal,1991,11(3):287-303.
[6]Parasuraman A.,Zeithaml V.A.&Berry L.L.Refinement and reassessment of the SERVQUAL Scale[J].Journal of Retailing,1991,16(4):420-450.
[7]Parasuraman A.,Zeithaml V.A.&Berry L.L.The nature of determinants of customer expectations of service[J].Journal of the Academy of Marketing Science,1993,21:1-12.
[8]Parasuraman A.,Zeithaml V.A.&Berry L.L.Alternative scales for measuring service quality:a comparative assessment based on psychometric and diagnostic criteria[J].Journal of Retailing,1994,70(3):201-230.
[9]Parasuraman A.,Zeithaml V.A.&Berry L.L.The behavioral consequences of service quality[J].Journal of Marketing,1996,60(2):31-46.
[10]Babakus E.&Boller G.W.An empirical assessment of the SERVQUAL scale[J].Journal of Business Research,1992,24(3):253-268.
[11]Bolton R.&Drew J.H.A multistage model of consumers'assessments of service quality and value[J].Journalof Consumer Research,1991,17(3):375-384.
[12]Brown T.L.,Churchill C.L.&Peter J.P.Improving the measurement of Service Quality[J].Journal of Retailing,1993,6(1):127-139.
[13]Cayman J.M.Consumer perceptions of service quality:An assessment of the SERVQUAL dimensions[J].Journal of Retailing,1990,66(1):33-55.
[14]Cronin J.J.&Taylor A.S.Measuring Service Quality:Examination and Extension [J].Journal of Marketing,1992,156(7):55-68.
[15]James M.C.Consumer perceptions of service quality:An assessment of the SERVQUAL dimensions[J].Journal of Retailing,1990,66(1):33-55.
[16]Lewis B.R.Service quality:An international comparison of bank customer's expectations and perceptions[J].Journalof Marketing Management,1991,7:47-62.
[17]Lewis R.C.,Booms B.H.The marketing aspects of service quality in emerging perspectives on services marketing[J].In Berry Chicago:American Marketing,1983:99-107.
[18]Bitner M.J.Evaluating service encounters:The efects of physical surroundings and employee responses[J].Journal of Marketing,1990,54(2):69-82.
[19]Johnston R.Identifying the critical determinants of service quality in retail banking:importance and effect[J].International Journal of Bank Marketing,1997,15(5):111-116.
[20]Karatepe O.M.,Yavas U.& Babakus E.Measuring service quality of banks:Scale development and validation[J].Journal of Retailing and Consumer Services,2005,12:373-383.
[21]Boomsma A.Nonconvergence,improper solutions,and starting values in LISREL maximum likelihood estimation.Psychometrika,1982,50:229-242.
[22]Bentler P.M.EQS:Structural equations program manual.Los Angeles:BMDP Statistical Software,1989.
[23]Bentler P.M.,Mooijaart A.Choice of structural model via parsimony:A rational based on precision.Psychological Bulletin,1989,106:315-317.
[24]范秀成.交互过程与交互质量[J].南开管理评论,1999,(1):8-13.
[25]崔立新.服务质量评价模型[M].经济日报出版社,2003.
[26]汪纯孝,蔡浩然.服务营销与服务质量管理[M].广州中山大学出版社,1996.
[27]韩经纶,董军.顾客感知服务质量评价与管理[M].南开大学出版社,2006.
[28]关舒华.抓住服务管理的关键环节[J].佳木斯大学社会科学学报,2001,2(1):35-37.
[29]徐明,于君英.SERVQUAL标尺测量服务质量的应用研究[J].工业工程与管理,2001,(6):6-9.
[30]徐金灿,马谋超,陈毅文.服务质量的研究综述[M].心理科学进展,2002,10(2):233-239.
[31]胡斌.服务质量管理与评估研究.北京理工大学硕士学位论文,2000.
[32]杜雪芳.感知服务质质量与顾客满意、行为意愿的关系研究——基于国有商业银行的研究.浙江大学硕士学位论文,2006.
[33]王进富,张道宏,刘西民.国有商业银行顾客满意度研究[J].华东经济管理,2005,19(7):88-92.
[34]郑晓欢.个人网上银行服务质量感知影响因素研究.大连理工大学硕士学位论文,2006.
[35]黄福臣.商业银行服务质量评价研究.西南交通大学硕士学位论文,2004.
[36]高充彦,贾建民,赵平.中国商业银行服务质量及其属性比较性研究[J].管理评论,2006,(4):3-13.
[37]吴小平.饭店交互质量评价模型的构建及其应用研究.湖南大学硕士学位论文,2005.
[38]董伊人.市场营销调研[M].成都科技大学出版社,1996.
[39]雷培莉,姚飞.市场调查与预测[M].经济管理出版社,2004.
[40]张明立,王伟.市场调查与预测[M].哈尔滨工业大学出版社,2003.
[41]柯惠新,沈浩.调查研究中的统计分析方法[M].中国传媒大学出版社,2005.
[42]朱胜.市场调查方法与应用[M].中国统计出版社,2005.
[43]薛薇.基于SPSS的数据分析[M].中国人民大学出版社,2006.
[44]J.M.伍德里奇.计量经济学导论:现代观点[M].中国人民大学出版社,2003.
[45]葛士尧,陈盛.银行“排长队”顽症的原因分析及出路思考[J].上海管理科学,2007,(3):53-58.
[46]洪建生.关心一线临柜人员,营造和谐工作氛围[J].中国城市金融,2007,(8):78.
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