CAJ | 학술논문

在中国电子商务情景下，基于国内外物流服务质量与顾客满意的相关文献和顾客的访谈，从第三方物流服务的实体配送服务质量和顾客营销服务质量两个方面出发，结合信息系统和营销学领域的信息化水平和品牌形象变量构建了我国电子商务情景下第三方物流的顾客满意度模型。采用结构方程模型对收集的423份国内电子商务第三方物流服务顾客数据进行分析。结果表明，电子商务情景下，除实体配送服务质量外，顾客营销服务质量是第三方物流服务质量的关键维度。研究还发现，第三方物流服务质量显著正向影响顾客对物流服务的满意度；物流信息化水平和品牌形象对第三方物流服务质量存在显著正向影响，且还通过第三方物流服务质量对顾客满意存在重要的间接影响。
재중국전자상무정경하，기우국내외물류복무질량여고객만의적상관문헌화고객적방담，종제삼방물류복무적실체배송복무질량화고객영소복무질량량개방면출발，결합신식계통화영소학영역적신식화수평화품패형상변량구건료아국전자상무정경하제삼방물류적고객만의도모형。채용결구방정모형대수집적423빈국내전자상무제삼방물류복무고객수거진행분석。결과표명，전자상무정경하，제실체배송복무질량외，고객영소복무질량시제삼방물류복무질량적관건유도。연구환발현，제삼방물류복무질량현저정향영향고객대물류복무적만의도；물류신식화수평화품패형상대제삼방물류복무질량존재현저정향영향，차환통과제삼방물류복무질량대고객만의존재중요적간접영향。
In the context of Chinese e-commerce, based on prior studies of logistic service quality and interviews of logistics customers, this paper developed the model of third-party logistics services customers' satisfaction by focusing on the two aspects of physical distribution and customer services of third-party logistics services and also information systems level and brand image. Structural equation model technology was used for analyzing 423 customers of third-party logistics services. The results indicate that physical distribution and customer services of third-party logistics services are both important aspects of third-party logistics services quality. The third-party logistics services quality has positive influence on customers' satisfaction. Information systems level and brand image not only have direct and positive impacts on third-party logistics services quality , but also have important indirect and positive impacts on customers' satisfaction.