广外快递行业满意度调查(共13页).doc

精选优质文档-倾情为你奉上 SURVEY ABOUT DEGREE OF SATISFACTION OF EXPRESS IN GDUFSAuthors: Mao Yufeng, Hu Keyuan, Wang Wen, Lin KangSubmission Day: 10/12/2012CONTENTINTRODUCTIONChina's express delivery industry is rushing to deliver mails,goods, or even a promising future for the sector itself in the coming years.Students of GDUFS, as well as the Chinese people are becoming increasingly interested to go shopping online which will push forward the express delivery industry to more than double its revenue to more than 143 billion yuan(22.7 billion U.S. dollars) by 2015, with an average annual growth of 20 percent.More than 6.1 billion deliveries will be made by 2015, representing an annual growth of21 percent in volume on average, according to the State Post Bureau of China.By then, the express delivery industry will create more than 350,000 new jobs for the country and hire a total of 1 million employees.Efficient express delivery of documents and parcels facilitates and enables commerce. As the Chinese economy grows in size and complexity the need to transport packages increases concurrently. Impediments in the development of Chinas express delivery industry impact companies large and small, reducing the ability of their supply chains to operate efficiently, increasing inventory expenditures and adding unnecessary delays and costs to their operations. Not just packages need to move efficiently throughout China and around the world. Today, business depends on increasingly complex information systems. The flow of logistics data is vital to operations and must be seamless and up to world-class standards. In todays interconnected world economy, with Chinese companies increasingly going global, the efficient growth of Chinas express delivery services sector has never been more crucial.The research is to figure out the satisfaction degree of express in GDUFS through a questionnaire which is designed base on the revised SERVQUAL SCALE. This revised version will be explained in later parts. LITERATURE REVIEW2.1 The importance of service quality to the company development The ROQ Theory, which meant that quality was an investment and was the key component to get customers allegiance, was introduced to the economic world in 1995. The authors were Roland T.Rust, Anthony J.Zahorik and Timothy L.Keiningham, which were all have great experience in marketing. The theory gave people a new perspective to know the service quality that quality was an investment. This theory promoted the status of service quality while every one thought business was just business and was applied widely even nowadays.This theory can be practical footing in real business, but the importance degree varies in different industries. For example, in product-producing enterprises, service quality may count for 50 per cent of the companys value. While in service enterprises, the percentage will be much more larger because its product is replaced by service. Its not the first time to emphasis the importance of quality, but the authors did give people a new understanding of quality that they underlined that quality must be financially accountable. To support their theory, they gave examples of Wallace Company and Florida PowerLight. These two company both spent a large amount of money to improve their service quality and they did win the competition, but the victories were not the end that they both got bankrupt soon because of the high pressure of lacking money. From these two failures, authors told us that a lesson that even though service quality have a direct relation with brand value, it should be careful to calculate the spending.2.2 The demonstration of service qualityTo make the service quality theories more believable, many experts have done researches on service enterprises to support their usefulness in real world.A doctor named Qiao Liang from Nanjing Normal University researched on service qualitys influence on the brand image. Dr.Qiao chose China Life Insurance Company to be the subject of his research. Because people were not used to adopt empirical study in this area, it was difficult for him to get enough ready evidences but had to make experiments by himself. He adopted the theory of “customer perceived service quality model” by Dr.Gronroos and “SERVQUAL SCALE” by A.Parasuraman, V.Zeithaml and L.Berry. The research were introduced to people by experiments from five dimensions, which were physical evidences, reliable service, service response, service guarantee and people-based service.According to the results, service quality does have positive influence on brand image since it has direct relation with customers satisfaction. Its clear that customers prefer the company with better reputation. In other words, this kind of company has bigger sales potential, which are regarded as one of the key components of company value.The other example may be used more widely that it can be used in both service enterprises and product-producing enterprises. The theory “Service Recovery” was put forward by Hart in 1990 at first and has been improved up to now. Researchers thought that service recovery must happen as soon as mistakes appeared, avoiding that customers unsatisfaction got worse. In this aspect, businessmen usually divide service process into two period and put most attention to the first period. But evidents confirmed that the second period was also very important. Customers pay more attention to after-sale service than before. For example, a good service recovery system can leave 8 to 10 customers a good impression and they may come back with two or three friends per person but a bad one can make four times as them leave.Though this model have much material to support, it still have some disadvantages. When we talk about how much benefits service recovery can bring to us, we should confirm we are standing in an ethical perspective, meaning that the mistakes happening in the first period are not too worse to make up. And it also depends on which industries we are in.2.3 The service quality evaluation systemService is difficult to judge because of its invisible character, so we need to find some barometer-liking indexes to make the evaluation methodical. There are many famous service quality evaluation system all over the world and the most famous one must be SERVQUAL SCALE. Since the topic of our group focus on express industry, it will be better to narrow the model. The theory of four new dimensions put forward by Dr. S.Mei from Shanghai Maritime University that express quality can be judged by caring, reliability, tangible and remedial. This theory is more detailed and suitable for the real situation of Chinas express industry. The system is conducted with four dimensions and twenty seven indexes, covering the whole service process. They are as follows: (1)Caring: unblocked service hot line, in-time door-to-door service,convenient query system, feasible service time, various types of business, active service, polite service and efficient service; (2) Reliability: expressing goods to customers, expressing to right person, expressing with no damage, no losing goods, reasonable price, good brand image, extensive places coverage and regular service of loans collection; (3) Tangible: convenient transporting tools, concise and practical webpage design, regular work cloths, professional instruments, well filling out of service documents and good package; (4) Remedial: reasonable and clear indemnity clause, unblocked complaining channels, simple complaining orders and reasonable response. People can easily weigh up the service is good or not and give the staff suggestions to improve their service according to these indexes. The best point of this evaluation system is that it is feasible and can be revised when situation has some changes. Even though it still has some flaws, its feasibility can make up and give a better response as soon as possible.METHODOLOGYQuestionnaires to customers:Questionnaire to the customers is the only one way to investigate in our research. Because our research is about the satisfaction degree of express in GUDFS, so the research is mainly focus on the customers instead of delivery couriers. 10 questions will be involved in our questionnaire. 9 choice questions and 1 essay questions. SURVEYThe questionnaire is attached in the appendix I. The questionnaire was designed based on the revised SERVQUAL SCALE which is the theory of four new dimensions put forward by Dr. S.Mei from Shanghai Maritime University that express quality can be judged by caring, reliability, tangible and remedial. The time range between sending and collecting the questionnaires took about 4 days. There are 37 customers who completed the valid questionnaire and all of those completed questionnaires were effective in terms of reflecting the satisfaction degree of express in GDUFS.4.1 Results of questionnaires: The questionnaire could be divided into 3 parts.Part 1: Question 1 to 5 is about basic information of customersPart 2: Question 6 to 8 is about the satisfaction degree of customers in GDUFS. This part contains the comparison between the expectation before receiving the delivery and the satisfaction after going through the express service. Questions in this part are all designed according to the four dimensions from revised SERVQUAL SCALE model Part 3: Question 9 and 10 is about customers suggestions and advices towards the express delivery. PART 1:Question no.1 is about the gender of customers and question no.2 is about the age of customers. Table 1. Table 2.Table 1 shows that there are 20 men and 17 women in customers who have completed the questionnaires. And according to table 2 the major customers completed the questionnaire are 19 and 20-year- old college students in GDUFS. Question no.3The frequency you used the express delivery whin half a year ?A. 1 to 3 times B. 4 to 6 times C. 7 to 10 times D. More than 10 times Table 3.Table 3 shows that the number of customers use express delivery 1 to 3 times whin half a year is 3, 4 to 6 times is 19, 7 to 10 times is 10 and more than 10 is 5.Question no. 4Why do you use express delivery ? A. Shopping online B. To receive things from friends and families C. Neither of above Table 4.All customers choose A (online shopping). It tells that nearly all college students in GDUFS use express delivery as a tool of online shopping.Question no. 5Which company you use most often following:A. EMS B.STO C. FedEx D.Yuantong E. Yunda F. EXPRESS G. None of above_The answer to this question is so average except the FedEx.PART 2:Question no. 6.Before using the express delivery, which kind of dimensions below you will most value ? ( 0 point means you think it useless to you, while 5 points means that you value it most.)123450ReliabilityNo delayNo damage and lost deliveryTangibleReasonable and public chargeRemedialDetailed information in transporting can be trackedDiverse payment typesCaringNice service attitude Average points (the figures in the table are rounded to the nearest nature number) :No damage and lost delivery5Reasonable and public charge3Detailed information in transporting can be tracked3Diverse payment types1Nice service attitude 3 Table 5Question no.7.After using the express delivery, which which kind of dimensions below you most satisfied ? (0 point means very dissatisfied , while 5 points means very satisfied.)123450TangibleEffectivenessFeeReliabilitySafetyCaringDelivery timePickup locationService attitudeAverage points (the figures in the table are rounded to the nearest nature number) :Effectiveness3Fee5Safety4Delivery time3Pickup location1Service attitude2 Table 6Question no. 8 Overall satisfaction. (0 point means very dissatisfied , while 5 points means very satisfied.)123450 Table 7.Average points (the figures in the table are rounded to the nearest nature number): 4PART 3:Question no. 9Facing the existing problems of express, what are your requirements for express companies ? (You could choose more than one choice.)A. Reasonable price B. Improve service qualityC. More safe D. More effectiveE. Higher management abilityD. Something else_Reasonable price21Improve service quality35More safe 15More effective31Higher management ability24 Table 8Question no.10What is your suggestions towards express delivery ? Only two customer wrote down his suggestions:1、 希望校园里面会有个组织来收纳各个公司的快件，这样就不会出现错过快递仔规定的取快递时间，到时候接到通知直接去那个组织的办公室那就行了。2、 希望快递员的服务态度能够提高。如果能够送快递到公寓就更好啦。Translation:1. Hope that an organization can be built up to take up all the packages to an office. We can get our packages from the office directly.2. Hope that the service attitude of the delivery courier could be enhanced. It will be very nice if the package could be delivered to the condo. 4.2 Discussion of the result 1. From the perspective of question no.5, the number of each express company is quite average. So, the problems occur during the express delivery process could not be attributed to one particular express company. It is about an overall picture of the service of express in GDUFS.2. Data shows that customers in GDUFS have high expectation in terms of reliability, which includes no delaying and no damaging and lost. They do not concern about the diverse payment types. 3. After they go through the express delivery service, they experienced terrible service attitude and they are quite dissatisfied with the pickup location of their packages. On the flip side, in the PART 3, suggestion part, their most urgent expectation is to improve the service quality which may include service attitude. However, they are quite satisfied with the safety and effectiveness. 4. Generally speaking, customers in GDUFS are satisfied the express delivery service as their overall satisfaction degree is 4 average. CONCLUSION1. From the ROQ Theory, service quality was an investment and would give the company a real return, it shows us the importance of the service