CAJ | 학술논문

文章有效整合了服务质量、消费者满意度和消费者忠诚度三个方面的理论研究，以消费者满意度为中间变量构建了服务质量四维度对消费者满意度及忠诚度影响的概念模型。以淘宝网店消费者为研究对象，通过大样本的问卷调查，利用SPSS17.0及AMOS7.0软件通过描述性统计分析、问卷的信度与效度分析及SEM模型拟合对概念模型及假设进行验证，检验结果表明提出的9项假设中有6条假设通过检验，其中3条假设未通过检验。说明了淘宝网店服务质量既能够直接影响消费者忠诚度，又能够有效提高消费者满意度，从而对消费者忠诚度发挥显著的推动作用，并从服务及服务补救两个方面提出了相关的对策和建议。
문장유효정합료복무질량、소비자만의도화소비자충성도삼개방면적이론연구，이소비자만의도위중간변량구건료복무질량사유도대소비자만의도급충성도영향적개념모형。이도보망점소비자위연구대상，통과대양본적문권조사，이용SPSS17.0급AMOS7.0연건통과묘술성통계분석、문권적신도여효도분석급SEM모형의합대개념모형급가설진행험증，검험결과표명제출적9항가설중유6조가설통과검험，기중3조가설미통과검험。설명료도보망점복무질량기능구직접영향소비자충성도，우능구유효제고소비자만의도，종이대소비자충성도발휘현저적추동작용，병종복무급복무보구량개방면제출료상관적대책화건의。
There are three aspects of service quality, customer satisfaction and customer loyalty shown in the paper effectively. The conceptual model of service quality is constructed with four dimensions to examine customers' satisfaction and loyalty. Taken consumers from the online store of Taobao as the research objects, the conclusions have been drawn, and shown that six of nine hypotheses are validated, but three of them are failed, through the questionnaire survey. As to the conclusions, SPSS17.0 and AMOS7.0 software are used to examine descriptive statistics analysis, reliability and validity of the questionnaire, and SEM model are fitted into the conce-ptual model and hypothesis test. The final result shows that the service quality of the Online Store of Taobao can affect the customers' loyalty directly, but good services can improve the customer satisfaction effectively. So as to promote consumers' loyalty, it is necessary to pay attention to the service and service recovery with appropriate countermeasures and suggestions.