国外电子服务质量研究述评与趋势展望
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外国经济与管理 2012 年 第 34 卷第 10 期, 页码：1 - 12
摘要
参考文献
摘要
电子服务质量是网络环境下影响服务企业竞争优势的重要因素之一,不仅关系到服务采纳者的心理状态及后续行为,而且还直接影响相关企业的利润及整个服务业的发展水平。本文在文献梳理的基础上,依次对国外有关电子服务质量定义、维度与测量、构念结构、前因和结果等最新研究成果进行了系统评介,并基于当今服务业的发展现状指出了电子服务质量领域潜藏的研究机会,以期为国内学者了解国外电子服务质量理论研究的现状及发展趋势和开展相关研究提供参考,尤其为我国企业开展相关活动提供指导。
①e-SQ研究源于国外,国外学者的研究思路及成果引领了该领域的发展方向。目前,我国学者刚刚涉足该领域,尚处在吸收、消化国外研究成果阶段。为使述评更具针对性,本文选取国外最具代表性的研究成果作为述评对象。
②一阶因子(first-order factor)处于构念的最底层,与测量指标直接相关;对二阶构念而言,一阶因子是构念的维度;对三阶构念来说,一阶因子是构念的子维度。
③该标准由Jarvis等在其2003年发表在《Journal of Con-sumer Research》的论文中提出,是学术界公认的判定测量指标类别的经典标准之一,详见本文参考文献[10]。其中,反映型指标判定标准的要点有:(1)指标是构念的外在表现形式;(2)指标的变化不会影响构念;(3)构念的变化会影响指标;(4)各指标共同反映构念;(5)删除某个指标不会影响构念的完整性;(6)指标之间存在很大的共同变异;(7)各指标具有相同的前因和结果。
④当e-SQ是三阶多维构念时,还应考虑维度与子维度之间的关系。
⑤Law等(1998)以及Law和Wong(1999)讨论了二阶多维构念与其各维度之间的三种可能关系,由此提出了潜因子多维构念、合并多维构念和组合多维构念等概念,但并未考虑各维度与其测量指标如何关联。Jarvis等(2003)对此问题进行了深入的研究,将潜因子多维构念和合并多维构念各维度的测量指标区分为反映型和构成型两种,从而把二阶多维构念分为四种类型。
⑥所谓的“三阶”是指该构念包含三级因子,分别为构念、维度及子维度。
⑦图2中的“zetai”、“ei”分别表示箭头所指构念、测量指标的误差变量,其中的“i”是下标,在图3中作相同解释。
⑧反映型指标与构成型指标在理论特征上具有对称性,因此,两者的判定标准刚好相反,读者可参见本文参考文献[10]及本文的注释③对构成型指标进行判定。
⑨Karahanna等(2006)梳理了前人的研究成果,并结合构念结构的相关判定标准(参见本文参考文献[10]),将“相容性”概念化为一个含有四个维度的伪多维构念,从而解决了前人将其概念化为LMC时出现的各维度间区分效度(discriminant va-lidity)未达标的问题。这是Karahanna等(2006)这项研究的最大贡献,或许也是此项研究成果能够在国际顶级杂志《MISQuarterly》上发表的重要原因之一。但任何方法都是“双刃剑”,由于把“相容性”作为伪多维构念处理,因此无法从构念整体层面对其做出任何判断。
⑩在后续的探索性因子分析(explorative factor analysis,EFA)中,此维度的部分指标没有达到标准。因此,Karahanna等(2006)未将其用于后续的路径分析。
传统服务质量正向影响顾客价值感知与顾客忠诚度,顾客价值感知对顾客忠诚度也产生正向影响,依据此关系将各构念相连就形成了一条闭合链,即“质量—价值—忠诚”链。Parasura-man等(2005)研究发现,上述结论同样适用于他们提出的核心e-SQ变量。
[1]Barrutia J and Gilsanz A.E-service quality:Overview and re-search agenda[J].International Journal of Quality and Service Sciences,2009,1(1):29-50.
[2]Bauer H H,et al.ETransQual:A transaction process-based approach for capturing service quality in online shopping[J].Journal of Business Research,2006,59(7):866-875.
[3]Carlson J and O’Cass A.Exploring the relationships between e-service quality,satisfaction,attitudes and behaviors in con-tent-driven e-service web sites[J].Journal of Services Market-ing,2010,24(2):112-127.
[4]Collier J E and Bienstock C C.Measuring service quality in e-retailing[J].Journal of Service Research,2006,8(3):260-275.
[5]Fassnacht M and Koese I.Quality of electronic services:Con-ceptualizing and testing a hierarchical model[J].Journal of Service Research,2006,9(1):19-37.
[6]Grove S J,et al.The future of services marketing:Forecasts from ten services experts[J].Journal of Services Marketing,2003,17(2):107-121.
[7]Gummerus J,et al.Customer loyalty to content-based web-sites:The case of an online health-care service[J].Journal of Services Marketing,2004,18(3):175-186.
[8]Hart D N and Gregor S D.Information systems foundations:Theory,representation and reality[M].Canberra:ANUE Press,2007.
[9]Hassan H S,et al.Recent advances in e-service in the public sector:State-of-the-art and future trends[J].Business Process Management Journal,2011,11(3):526-545.
[10]Jarvis C B,et al.A critical review of construct indicators and measurement model misspecification in marketing and con-sumer research[J].Journal of Consumer Research,2003,30(2):199-218.
[11]Karahanna E,et al.Reconceptualizing compatibility beliefs in technology acceptance research[J].MIS Quarterly,2006,30(4):781-804.
[12]Kim H and Fesenmaier D R.Persuasive design of destination web sites:An analysis of first impression[J].Journal of Travel Research,2008,47(1):3-13.
[13]Kotler P.Marketing management:Analysis,planning,imple-mentation,and control[M].Englewood Cliffs,NJ:Prentice Hall,1994.
[14]Koufteros X,et al.A paradigm for examining second-order factor models employing structural equation modeling[J].In-ternational Journal of Production Economics,2009,120(2):633-652.
[15]Ladhari R.Developing e-service quality scales:A literature review[J].Journal of Retailing and Consumer Services,2010,17(6):464-477.
[16]Parasuraman A.Understanding and leveraging the role of customer service in external,interactive and internal marke-ting[R].Paper Presented at the1996Frontiers in Services Conference,Nashville,1996.
[17]Parasuraman A.Technology readiness index:A multiple-item scale to measure readiness to embrace new technologies[J].Journal of Service Research,2000,2(4):307-320.
[18]Parasuraman A and Colby C L.Techno-ready marketing:How and why your customers adopt technology[M].New York:The Free Press,2001.
[19]Parasuraman A and Grewal D.The impact of technology on the quality-value-loyalty chain:A research agenda[J].Jour-nal of the Academy of Marketing Science,2000,28(1):168-174.
[20]Parasuraman A,et al.E-S-QUAL:A multiple-item scale for assessing electronic service quality[J].Journal of Service Re-search,2005,7(3):213-233.
[21]Parasuraman A and Zinkhan G M.Marketing to and serving customers through the internet:An overview and research a-genda[J].Journal of the Academy of Marketing Science,2002,30(4):286-295.
[22]Park Y A and Gretzel U.Success factors for destination mar-keting web sites:A qualitative meta-analysis[J].Journal of Travel Research,2007,46(1):46-63.
[23]Vargo S L and Lusch R F.Evolving to a new dominant logic for marketing[J].Journal of Marketing,2004,68(1):1-17.
[24]Vargo S L and Lusch R F.Service-dominant logic continuing the evolution[J].Journal of the Academy Marketing Science,2008,36(1):1-10.
[25]Walczuch R,et al.The effect of service employees’technolo-gy readiness on technology acceptance[J].Information&Management,2007,44(2):206-215.
[26]Wolfinbarger M and Gilly M C.ETailQ:Dimensionalizing,measuring and predicting etail quality[J].Journal of Retai-ling,2003,79(3):183-198.
[27]Zeithaml V A,et al.Service quality delivery through web sites:A critical review of extant knowledge[J].Journal of the Academy of Marketing Science,2002,30(4):362-375.
[28]Zhao X D,et al.Decision sciences research in China:Current status,opportunities and propositions for research in logis-tics,supply chain management and quality management[J].Decision Sciences,2007,38(1):39-80.
[29]李雷,赵先德,杨怀珍.国外新服务开发研究现状述评与趋势展望[J].外国经济与管理,2012,(1):36-45.
[30]李雷,赵先德,简兆权.电子服务概念界定与特征识别———从商品主导逻辑到服务主导逻辑[J].外国经济与管理,2012,(4):2-10.
②一阶因子(first-order factor)处于构念的最底层,与测量指标直接相关;对二阶构念而言,一阶因子是构念的维度;对三阶构念来说,一阶因子是构念的子维度。
③该标准由Jarvis等在其2003年发表在《Journal of Con-sumer Research》的论文中提出,是学术界公认的判定测量指标类别的经典标准之一,详见本文参考文献[10]。其中,反映型指标判定标准的要点有:(1)指标是构念的外在表现形式;(2)指标的变化不会影响构念;(3)构念的变化会影响指标;(4)各指标共同反映构念;(5)删除某个指标不会影响构念的完整性;(6)指标之间存在很大的共同变异;(7)各指标具有相同的前因和结果。
④当e-SQ是三阶多维构念时,还应考虑维度与子维度之间的关系。
⑤Law等(1998)以及Law和Wong(1999)讨论了二阶多维构念与其各维度之间的三种可能关系,由此提出了潜因子多维构念、合并多维构念和组合多维构念等概念,但并未考虑各维度与其测量指标如何关联。Jarvis等(2003)对此问题进行了深入的研究,将潜因子多维构念和合并多维构念各维度的测量指标区分为反映型和构成型两种,从而把二阶多维构念分为四种类型。
⑥所谓的“三阶”是指该构念包含三级因子,分别为构念、维度及子维度。
⑦图2中的“zetai”、“ei”分别表示箭头所指构念、测量指标的误差变量,其中的“i”是下标,在图3中作相同解释。
⑧反映型指标与构成型指标在理论特征上具有对称性,因此,两者的判定标准刚好相反,读者可参见本文参考文献[10]及本文的注释③对构成型指标进行判定。
⑨Karahanna等(2006)梳理了前人的研究成果,并结合构念结构的相关判定标准(参见本文参考文献[10]),将“相容性”概念化为一个含有四个维度的伪多维构念,从而解决了前人将其概念化为LMC时出现的各维度间区分效度(discriminant va-lidity)未达标的问题。这是Karahanna等(2006)这项研究的最大贡献,或许也是此项研究成果能够在国际顶级杂志《MISQuarterly》上发表的重要原因之一。但任何方法都是“双刃剑”,由于把“相容性”作为伪多维构念处理,因此无法从构念整体层面对其做出任何判断。
⑩在后续的探索性因子分析(explorative factor analysis,EFA)中,此维度的部分指标没有达到标准。因此,Karahanna等(2006)未将其用于后续的路径分析。
传统服务质量正向影响顾客价值感知与顾客忠诚度,顾客价值感知对顾客忠诚度也产生正向影响,依据此关系将各构念相连就形成了一条闭合链,即“质量—价值—忠诚”链。Parasura-man等(2005)研究发现,上述结论同样适用于他们提出的核心e-SQ变量。
[1]Barrutia J and Gilsanz A.E-service quality:Overview and re-search agenda[J].International Journal of Quality and Service Sciences,2009,1(1):29-50.
[2]Bauer H H,et al.ETransQual:A transaction process-based approach for capturing service quality in online shopping[J].Journal of Business Research,2006,59(7):866-875.
[3]Carlson J and O’Cass A.Exploring the relationships between e-service quality,satisfaction,attitudes and behaviors in con-tent-driven e-service web sites[J].Journal of Services Market-ing,2010,24(2):112-127.
[4]Collier J E and Bienstock C C.Measuring service quality in e-retailing[J].Journal of Service Research,2006,8(3):260-275.
[5]Fassnacht M and Koese I.Quality of electronic services:Con-ceptualizing and testing a hierarchical model[J].Journal of Service Research,2006,9(1):19-37.
[6]Grove S J,et al.The future of services marketing:Forecasts from ten services experts[J].Journal of Services Marketing,2003,17(2):107-121.
[7]Gummerus J,et al.Customer loyalty to content-based web-sites:The case of an online health-care service[J].Journal of Services Marketing,2004,18(3):175-186.
[8]Hart D N and Gregor S D.Information systems foundations:Theory,representation and reality[M].Canberra:ANUE Press,2007.
[9]Hassan H S,et al.Recent advances in e-service in the public sector:State-of-the-art and future trends[J].Business Process Management Journal,2011,11(3):526-545.
[10]Jarvis C B,et al.A critical review of construct indicators and measurement model misspecification in marketing and con-sumer research[J].Journal of Consumer Research,2003,30(2):199-218.
[11]Karahanna E,et al.Reconceptualizing compatibility beliefs in technology acceptance research[J].MIS Quarterly,2006,30(4):781-804.
[12]Kim H and Fesenmaier D R.Persuasive design of destination web sites:An analysis of first impression[J].Journal of Travel Research,2008,47(1):3-13.
[13]Kotler P.Marketing management:Analysis,planning,imple-mentation,and control[M].Englewood Cliffs,NJ:Prentice Hall,1994.
[14]Koufteros X,et al.A paradigm for examining second-order factor models employing structural equation modeling[J].In-ternational Journal of Production Economics,2009,120(2):633-652.
[15]Ladhari R.Developing e-service quality scales:A literature review[J].Journal of Retailing and Consumer Services,2010,17(6):464-477.
[16]Parasuraman A.Understanding and leveraging the role of customer service in external,interactive and internal marke-ting[R].Paper Presented at the1996Frontiers in Services Conference,Nashville,1996.
[17]Parasuraman A.Technology readiness index:A multiple-item scale to measure readiness to embrace new technologies[J].Journal of Service Research,2000,2(4):307-320.
[18]Parasuraman A and Colby C L.Techno-ready marketing:How and why your customers adopt technology[M].New York:The Free Press,2001.
[19]Parasuraman A and Grewal D.The impact of technology on the quality-value-loyalty chain:A research agenda[J].Jour-nal of the Academy of Marketing Science,2000,28(1):168-174.
[20]Parasuraman A,et al.E-S-QUAL:A multiple-item scale for assessing electronic service quality[J].Journal of Service Re-search,2005,7(3):213-233.
[21]Parasuraman A and Zinkhan G M.Marketing to and serving customers through the internet:An overview and research a-genda[J].Journal of the Academy of Marketing Science,2002,30(4):286-295.
[22]Park Y A and Gretzel U.Success factors for destination mar-keting web sites:A qualitative meta-analysis[J].Journal of Travel Research,2007,46(1):46-63.
[23]Vargo S L and Lusch R F.Evolving to a new dominant logic for marketing[J].Journal of Marketing,2004,68(1):1-17.
[24]Vargo S L and Lusch R F.Service-dominant logic continuing the evolution[J].Journal of the Academy Marketing Science,2008,36(1):1-10.
[25]Walczuch R,et al.The effect of service employees’technolo-gy readiness on technology acceptance[J].Information&Management,2007,44(2):206-215.
[26]Wolfinbarger M and Gilly M C.ETailQ:Dimensionalizing,measuring and predicting etail quality[J].Journal of Retai-ling,2003,79(3):183-198.
[27]Zeithaml V A,et al.Service quality delivery through web sites:A critical review of extant knowledge[J].Journal of the Academy of Marketing Science,2002,30(4):362-375.
[28]Zhao X D,et al.Decision sciences research in China:Current status,opportunities and propositions for research in logis-tics,supply chain management and quality management[J].Decision Sciences,2007,38(1):39-80.
[29]李雷,赵先德,杨怀珍.国外新服务开发研究现状述评与趋势展望[J].外国经济与管理,2012,(1):36-45.
[30]李雷,赵先德,简兆权.电子服务概念界定与特征识别———从商品主导逻辑到服务主导逻辑[J].外国经济与管理,2012,(4):2-10.
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李雷, 简兆权. 国外电子服务质量研究述评与趋势展望[J]. 外国经济与管理, 2012, 34(10): 1–12.
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