产品多样化与服务质量关系研究:范围经济视角

摘要

通过为顾客提供符合其需求的多样化产品以提高服务质量是企业的重要目标之一,但是现有研究却缺乏二者关系的探讨.本文采用范围经济视角,搜集中国人寿保险市场2010-2012年间各寿险公司的数据,采用Stata软件对数据进行分析,对产品多样化和服务质量之间的关系及其影响机制进行探讨.研究结果表明,过度的产品多样化对企业的服务质量会造成损害.此外,市场地位作为其中间机制在其中扮演着重要作用.研究结果还显示,在不同的竞争强度下,二者之间的关系也不同.%Improving service quality in terms of provision of diversified products to customers is one of the most critical objectives of enterprises.However,few studies have an insight into the relationship between product variety and service quality.Applying the perspective of scope economy and data of life insurance market in China from 2010 to 2012,this study investigates the relationship between product variety and service quality,and the relevant influential mechanism.Results indicate that enterprises' service quality is damaged by excessive product variety,and their market position is a mediating mechanism.Results further demonstrate that the degree of relationship is determined by the magnitude of competition intensity.