广外快递行业满意度调查(共13页).doc
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1、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: 10/12/2012CONTENTINTRODUCTIONChinasexpressdeliveryindustryisrushingtodelivermails,goods,orevenapromisingfutureforthesectoritselfinthecomingyears.Students of GDUFS, a
2、s well as the Chinese peoplearebecoming increasinglyinterestedtogoshoppingonline which willpushforwardthe expressdeliveryindustrytomorethandoubleitsrevenuetomorethan143billionyuan(22.7billionU.S.dollars)by2015,withanaverageannualgrowthof20percent.Morethan6.1billiondeliverieswillbemadeby2015,represen
3、tinganannualgrowthof21percentinvolumeonaverage,accordingtotheState Post Bureau of China.Bythen,theexpressdeliveryindustrywillcreatemorethan350,000newjobsforthe countryandhireatotalof1millionemployees.Efficient express delivery of documents and parcels facilitates and enables commerce. As the Chinese
4、 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
5、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
6、 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
7、 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
8、 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 stat
9、us 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
10、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
11、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 go
12、t 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 q
13、uality 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 t
14、he 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.
15、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 bra
16、nd 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
17、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 customer
18、s 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 goo
19、d 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
20、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 judg
21、e 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,
22、 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 in
23、dustry. 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, polit
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