接触点服务质量测评

上海交通大学硕士学位论文接触点服务质量测评姓名：顾文俊申请学位级别：硕士专业：管理科学与工程指导教师：王浣尘20060101~1~SERVQUALGAPs~2~(1)(2)ISM(3)(4)Bootstrap(5)~3~(1)(2)(3)Bootstrap~4~EvaluationofServiceContactPointQualityABSTRACTNowadays,studiesonserviceanditsquality,likeCustomerSatisfactionTheoryandSERVQUALscale,aremainlyfocusingonevaluatingserviceoutcomefromcustomer’sperspective.Instead,someotherscholarsfurtherresearchonserviceprocessandproposeGAPsmodelandserviceblueprinttechnologytodefinetherootofcustomers’serviceperception.Servicecontactisthe“CriticalMoment”betweencustomerandservicesystem,andthedirectsourceofserviceperception.Theimportanceofservicecontactinserviceproductionprocesshasalreadybeenrealizedinresearchesbasedoneitherserviceoutcomesorserviceprocess.Duetoservicecontactsinvolvemuchcustomerparticipationandinteraction,however,itisharderandmorecomplicatedtoprovideserviceandcontroloperations.Andmisconductsinanycontactpointmaycausecustomerdissatisfaction.Thus,muchemphasishasbeenpaidtocontrol,measureandimproveserviceprocess,makingitanimportanttopicinfurtherpromoting~5~qualitycompetitivenessofservicefirms.Thispapermainlystudiesthecriticalcontactpointsbetweenconsumersandservicesystems,identifiestheconnotation,attributes,characteristicsofservicecontact,andtherelationshipbetweenservicecontactandconsumerserviceperception.Apertinentindexevaluationmodelisestablishedtodetailmeasureindices,todeterminetheweakpointsandthedirectionforresourcereconfigurationandsubsequentlytoimprovecustomerloyalty.Accordingly,fivemainaspectsarediscussedinthispaper:(1)Comparisonofservicecontactconnotationandserviceattributes.Literaturereviewontheconnotation,characteristics,influenceandattributesservesasabasisforourresearch.(2)Determinationofservicecontactpointsandtherelationshipbetweenthem.Basedontheanalysisofservicecontactprocess,thispaperproposedsomeprinciplesandmethodstoidentifycriticalservicecontactpoints.Therelationshipsbetweencontactpointsaredividedintotwocategories—linearrelationsandnon-linear.Fortheformerone,suchmethodsastraditionalAHParestronglysuggested.Forthelaternone,ISMmethodshouldbeemployedtofirstunderstandtheinteractionmechanismbetweenvariouspoints,andfurtherevaluatetheservicequalityofcontactpoint.~6~(3)Studyoncontactpointqualityindexsystem.Basedonthesummaryofservicecontactpointfactors,thispaperdesignedanindexsystemforcontactpointqualityevaluation.(4)Studyonthemeasuringmethod.Inordertobetterassessthequalityofservicecontactpoint,SingularValueDecompositionmethodisusedtoimproveAHP,andBootstrapre-samplingmethodisintroducedtofullyanalyzedata.(5)Casestudy.ThisresearchisappliedintoShanghaimetroservicecontactprocess.Theeffectivenessofservicecontactattributes,measuringindex,andmeasuringmethods,arevalidated.Measuresareprojectedtoimprovethequalityofservicecontactpointsandpositivefeedbackhelpstoenrichthethesis.Themaininnovationsofthisthesisaresummarizedasthefollowingthreepoints:(1)Drawservicecontactprocessdiagramfromcustomer’sperspective.Proposedtheprinciplesandmethodstoidentifycriticalservicecontactpoints.Comparedwithconventionalflowchart,itworksmoreefficientlywithconsumerrequirementsandresourcereconfiguration.(2)Followingindexsystemdesignmethodologies,thispaperproposesfiveservicecontactattributes—efficiency,information,skills,~7~attitudesandenvironment,whicharerealizedindetailedindicesinitsapplicationintoShanghaiMetroserviceprocess.Twocriticalservicecontactpoints:ticketofficeandmetrooperationsaretakenasanexample.(3)Astocontactpointquality,Bootstrapmethodiscombinedwithexpertjudgmentandquantitativeevaluation.Notonlycouldtheoverallqualityofcontactpointbeattained,butalsomoreefficientlyanalyzeitsstandardvariationandempiricaldistribution.Thusmoreusefulinformationcouldbederivedandrobustnessbesustained.KEYWORDS:ServiceContact,ContactPoint,IndexSystem,Resampling~IV~1-1.............................................................21-2.........................................................................41-3...........................................................122-1...............................................................142-2..................................................................................222-3..................................................................243-1...................................................................................263-2GERT...........................................................................................283-3PERT..................................................283-4..................................................................................303-5ANP................................................................363-6...........................................................373-7...........................................................384-1......................................................................................434-2..................................................................................444-3..........................................................484-42002-2005............................