导　　师： 戴良铁

学科专业： 040203

授予学位： 硕士

作　　者： ;

机构地区： 暨南大学

摘　　要： 专业市场的发展不仅对国民经济的持续发展做出了巨大的贡献,而且还极大地促进了社会结构的变迁与转型。但是随着我国市场经济体制改革的不断深化以及产业组织结构的转换,专业市场在经济发展中的功能和地位趋于弱化。商户是专业市场的经营主体,是专业市场与客户之间的载体。商户的经营能力、经营业绩关系到专业市场的声誉和品牌。专业市场要应对当前面临的挑战,就要加强对商户的管理,提升商户对专业市场管理的满意度。 本文从认知与情感两个角度解释商户满意的形成机制,探讨在商户的经营历程中,商户的感知服务质量、不一致体验、情感与满意度之间的关系。在界定研究对象的基础上,对感知服务质量、不一致体验、情感与满意度等理论进行文献综述,以把握研究现状,明晰研究方向。其次,结合对专业市场商户的访谈,进行研究设计与变量测量。为确保变量的科学性,在大规模发放问卷之前进行了问卷前测,经过项目分析、Cronbachα系数检测、探索性因素分析,形成正式问卷。接着,回收并整理问卷。然后,采用SPSS13.0和AMOS18.0统计分析软件,对研究模型和假设进行验证,并通过单因素方差分析验证商户属性对变量之间关系的影响。最后,总结研究结论,并对如何提升专业市场商户的满意度提出了若干的管理建议。本文的研究结果大部分验证了研究构思与相关假设,主要研究结论如下： /(1/)感知服务质量由四个因子构成,即关怀性、经营环境、可靠性和安全性。 /(2/)情感由两个因子构成,即积极情绪和消极情绪,且积极情绪和消极情绪是两个单极的概念。 /(3/)积极情绪是感知服务质量和满意度的部分中介变量,积极情绪是不一致体验和满意度的完全中介变量。 /(4/)感知服务质量、不一致体验对消极情绪没有显著性影响,消极情绪对满意度没有显著性的影响。 /(5/)不同来源的商户、不同年营业额的商户、在专业市场有不同经营年数的商户在各变量上没有显著性的差异。不同学历的商户在感知服务质量、不一致体验、情绪上没有显著性的差异,但在满意度上有显著性的差异。 The development of professional market not only made tremendous contributions to the sustainable development of the national economy, but also greatly promoted social change and transformation in the structure. But with the deepening reform of market economy and industrial structure of the conversion in china, the professional market's functions and status tend to be weaker in economic development process.Merchant not only is one of business entities in professional market, but also is a carrier between professional market and customers. The viability operations of merchant is related to the professional market's reputation and brand.In order to respond to current challenges, we must strengthen the management of the businesses and enhance merchant's satisfaction. This article explains the satisfaction of business formation mechanism from two aspects of cognitive and emotional. In the course of business, how is the relationship between perceived service quality, disconfirmtion, emotions and satisfaction.First, a literature review about perceived service quality, disconfirmtion, emotions and satisfaction is stated. Combined with interviews of merchant, a questionnaire is desined. Second, in order to get a formal questionnaire, a pre-test questionnaire is done. Third, a formal investigation is completed. Forth, the date is analysised. Finally, the research finding is showed, and some management proposals are made about how to improve the satisfaction of merchant. Most of the findings of this study is demonstrated, the main conclusions are as follows: /(1/)Perceived service quality is posed by empathy, business environment, reliability and security. /(2/) Emotion is posed by positive emotions and negative emotions, which are two unipolar concepts. /(3/) Positive emotion is a partial mediator between perceived service quality and satisfaction.Also, positive emotion is a fully mediated variable between disconfirmtion and satisfaction. /(4/) Perceived service quality and disconfirmtion have no significant effects on negative emotion, negative emotion have no significant effects on satisfaction. /(5/) There is no difference among Merchants from different sources, different annual turnover and a different number of years of business in the professional market. There is no difference among Merchants with different education in perceived service quality、disconfirmtion and emotions.But there is difference among merchants on satisfaction.

关 键 词： 专业市场 商户 感知服务质量 不一致体验 情感 满意度

分 类 号： [F723 F224]

领　　域： [经济管理] [经济管理] [经济管理]