论文总字数：23025字

摘 要

随着互联网的浪潮，越来越多的网购平台出现。当淘宝因品质受到质疑，另外开辟天猫购物这一渠道时，以低价为特色的“拼多多”在2015年成立。拼多多成立这几年无论是正面热度还是负面热度都持续不断，作为首个采取低价营销和社交营销、关系营销相结合的电商平台值得认可。但是低价营销的同时，也有许多用户在线分享其平台购物体验，使许多消费者对其平台产品质量产生质疑，哪些因素会影响体验感不好的用户最终留下？有学者从体验失败强度、顾客关系质量、顾客关系长度、客户满意度等方面研究服务补救对客户留存的影响。本文基于已有的研究，将体验失败严重程度和服务补救满意度相结合作为客户留存因子，引入情绪共鸣这一因子。探讨影响“拼多多”体验失败顾客留存因素研究，以期对“拼多多”平台制定相关策略有参考意义。

本文首先通过文献研究法，对国内外已有相关文献进行研究整理，而后借鉴已有的研究做出本文的研究模型和假设，根据假设设计科学、合理的问卷，利用SPSS AU进行相关分析，验证变量之间的假设关系。并根据分析结果不断修正模型、假设和问卷。最后得到如下几个结论：（1）服务失败严重程度与顾客留存显著正相关；（2）服务失败感知度和情感共鸣对服务失败程度有调节作用；（3）服务补救满意度与顾客留存有显著正相关。

本文在分析结论以后，对“拼多多”平台给予相关建议，有望对平台运营有一定的帮助。

关键词：服务补救、顾客留存、服务失败严重程度、服务补救满意度

Abstract

Along with the Internet tide,more and more many nets buy the platform to appear. Because when washes the treasure the quality to receive the question,when opening day cat shopping this channel,“spells” take the low price as the characteristic is very much tenable in 2015. Spells very much establishes these years regardless of is the positive heat degree or the negative heat degree all continues unceasingly,took first the electricity business platform which adopts the low price marketing and the public relations marketing, the relational marketing unifies is worth approving. But the low price marketing pattern simultaneously also has many user online share its platform shopping experience, causes many consumers to have the question to its platform product quality, which factors can affect the experience feeling not good user finally to stay behind? Has the scholar from the experience defeat intensity, the customer relates the quality, the customer relates aspects and so on length, customer degree of satisfaction studies the service recovery the influence which preserves to the customer. This article based on already the research which has，will experience the defeat serious degree and the service recovery degree of satisfaction unifies as the customer preserves the factor，introduction mood sympathetic chord this factor. The discussion influence “puts together very much” the experience defeat customer to preserve the factor research，to “puts together very much” the platform formulation correlation strategy by the time to have the reference significance.

First of all, through the method of literature research, the relevant literature at home and abroad has been studied and organized.And profits from the research which has to make this article the research model and the supposition, according to the supposition design science，the reasonable questionnaire，carries on the correlation analysis using SPSS AU, between the confirmation variable supposition relations. The model, hypothesis and questionnaire are constantly modified according to the results of the analysis. Finally obtains the following several conclusions: (1) service defeat serious degree and the customer preserve obviously are being connected; (2) service defeat sensation and the emotion sympathetic chord have the control action to the service defeat degree; (3) service recovery degree of satisfaction and the customer preserve have obviously are being connected.

Keywords: Service recovery；Customer retention；Severity of service failure；Service Remediation Satisfaction。

目录

摘要 I

Abstract II

第1章 绪论 1

1.1 研究背景 1

1.2 目的及意义 1

1.2.1 研究目的 1

1.2.2 研究意义 2

1.3 国内外研究现状 2

1.3.1 国内研究现状 2

1.3.2 国外研究现状 3

1.3.3 研究评述 3

1.4 研究内容和研究方法 4

1.4.1 研究内容 4

1.4.2 研究方法 4

1.4.3 研究技术路线图 5

第2章 研究假设与模型构建 6

2.1 假设思路 6

2.2 研究假设提出 6

2.2.1 服务失败严重程度 6

2.2.2 情绪共鸣 6

2.2.3 服务补救质量 6

2.2.4 服务补救满意度 7

2.2.5 服务失败感知 7

2.3 理论模型构建 7

第3章 问卷设计与问卷发放 9

3.1 问卷结构设计 9

3.2 问卷量表设计 9

3.2.1 常规问题 9

3.2.2 测量问题 9

3.3 问卷发放与回收 10

第4章 数据分析与建议 11

4.1 描述性统计分析 11

4.2 信度分析 12

4.3 效度分析 13

4.4 相关分析 14

4.5 回归分析 15

4.6 研究结果与分析 16

第5章 全文总结与研究展望 18

5.1 全文总结 18

5.2 研究展望 19

5.2.1 研究不足 19

5.2.2 研究展望 19

参考文献 20

附录 22

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