跳到主要內容

臺灣博碩士論文加值系統

(44.222.64.76) 您好!臺灣時間:2024/06/14 04:50
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:廖瑞榮
研究生(外文):LIAO JUI-JUNG
論文名稱:提昇企業網際網路線上服務服務品質之研究-以證券經紀業為例
論文名稱(外文):Improving the Service Quality of Enterprise Internet On-line Service -- Focusing on Stock Brokers
指導教授:翁崇雄翁崇雄引用關係
指導教授(外文):Ong, Chorng-Shyong
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:1999
畢業學年度:87
語文別:中文
論文頁數:113
中文關鍵詞:網際網路服務品質證券經紀業服務品質量表
外文關鍵詞:InternetService QualigyStock BrokerSERVQUAL
相關次數:
  • 被引用被引用:87
  • 點閱點閱:442
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
近年來資訊科技發展日新月異,網際網路的應用也正以極快的速度在各個層面擴散開來。隨著電子商務逐漸熱絡,許多企業都開始在網際網路上提供各項服務。亦即進行網際網路的線上服務,而線上服務成功與否的關鍵課題是繫於服務的品質,因此本研究嘗試以提昇企業網際網路線上服務之服務品質為題進行相關之研究,並希望將原本行銷領域中服務品質之相關理論導入到資訊管理的議題上,以期在未來能夠透過網際網路線上服務服務品質之衡量,進一步提昇、改善整體服務品質水準。
本研究由網際網路、證券經紀業、服務品質等相關領域的文獻探討中,得知網際網路線上服務特性會影響服務品質之變數,而其中整體服務品質水準又會影響顧客購買意向與非經濟面營運績效。在此研究架構下,本研究採用PZB等人於1994年提出之三欄式服務品質量表,並以網際網路問卷的方式進行,選定證券經紀業為實證研究對象。
在研究結果中,證實「網際網路導入之前後」、「現行主要下單方式」以及「手續費折扣之有無」對於顧客所感受到的整體服務品質水準是有顯著的影響。而在分析網際網路線上服務之服務品質要素後,分別得到「安全性」、「體貼性」、「形象性」三個構面。此外,整體服務品質水準對「顧客購買意向」亦有顯著的影響。
至於提昇服務品質之管理策略,本研究在綜合所有各項分析之後,提出現階段證券經紀商應該針對「安全性」的項目來加強,以提昇網際網路線上服務服務品質,進而獲得相對的競爭優勢,以提昇自身在產業間的競爭力。
The development of Information Technology has changed rapidly in recent years. Meanwhile, the application of Internet is spreading in various area. With the growing of Electronic Commerce, many enterprises begin to provide different kinds of service on Internet. In other words, the provide Internet on-line service. However, whether on-line service is successful or not depends on the quality of service. Therefore, this study try to focus on improving the service quality of enterprise Internet on-line service, and hope to introduce the concept of service quality in Marketing area into the issue of Information Management. By measuring the service quality of Internet on-line service, one can improve and make progress in overall service quality in the future.
In reviewing papers of Internet, stock broking and service quality, this study believes the characters of Internet on-line service have influences on variables of service quality, and moreover, overall service quality will also affect customer purchase intention and non-economic performance. Under the research framework, this study adopts the Three-column format SERVQUAL proposed by PZB in 1994, and implements it in form of Internet questionnaire, focusing on the industry of stock broking.
In the research result, this study proves the adoption of Internet, current main way of dealing and discount of fees have significant influences on perceiving overall service quality of customer. After analyzing the factors of Internet on-line service quality also have significant influences on the customer purchase intention.
As to the management strategy of improving service quality, this study recommends that stock brokers should focus on the improving of items in Security after considering many kinds of analysis. With the progress in Security, stock brokers will improve the service quality of Internet on-line service, and gain the relative competition advantages, leveling up the competitiveness among the industry.
第一章 緒論1
第一節 研究背景1
第二節 研究動機2
第三節 研究目的3
第四節 研究範圍4
第五節 預期的研究貢獻4
第六節 研究流程5
第二章 文獻探討6
第一節 網際網路相關文獻探討6
2.1.1網際網路的特性6
2.1.2網際網路在國內外的應用情形8
2.1.3網際網路之應用工具分類9
2.1.4網際網路之商業應用價值分析12
2.1.5網際網路研究調查工具14
2.1.6本節小結16
第二節 證券業相關文獻17
2.2.1網際網路下單的優缺點分析19
2.2.2網路業務經營模式21
2.2.3網路下單系統22
2.2.4運作瓶頸22
2.2.5國內網路下單券商一覽表22
2.2.6本節小結23
第三節 服務品質相關文獻探討24
2.3.1服務品質的定義(Service Quality Definition)24
2.3.2實體(Physical)產品品質與服務品質的不同25
2.3.3服務品質的觀念性架構(Conceptual Model)27
2.3.4服務品質的構面與因素(Dimensions&Factors)30
2.3.5服務品質量表(SERVQUAL)33
2.3.6三欄式服務品質量表(Three-column format)36
2.3.7服務品質量表衡量資訊系統效能38
2.3.8資訊系統版本的服務品質量表39
2.3.9本節小結41
第三章 研究方法44
第一節 研究架構44
第二節 變項定義與操作45
第三節 研究假設46
第四節 研究抽樣與資料彙集47
3.4.1研究對象與研究設計47
3.4.2問卷設計與內容48
3.4.3抽樣過程49
3.4.4樣本結構50
第五節 分析方法53
第四章 研究結果與分析54
第一節 問卷之信度與效度54
第二節 證券經紀業現況分析56
4.2.1顧客與證券商之往來情況分析56
4.2.2顧客願意使用網路下單原因之分析59
第三節 服務品質變數之敘述統計分析61
4.3.1期望服務與認知服務之敘述統計分析61
4.3.2網際網路線上服務特性對服務品質變數之影響67
第四節 人口統計變數交叉分析69
4.4.1網路下單服務應該要讓顧客值得信任69
4.4.2網路下單系統的安全性應該要讓顧客能夠安心72
第五節 影響整體服務品質水準之因子75
4.5.1網際網路線上服務導入前後75
4.5.2現行主要下單方式之影響76
4.5.3手續費折扣有無之影響78
第六節 服務品質構面探討79
4.6.1原始服務品質量表之構面79
4.6.2重新進行因素分析後之構面80
第七節 證券經紀商之營運績效81
4.7.1整體服務品質對非經濟面營運績效之影響81
4.7.2整體服務品質對顧客購買意向之影響83
4.7.3顧客購買意向及非經濟面營運績效之相關分析84
第八節 服務品質提昇策略85
4.8.1服務品質要素之趨勢分析85
4.8.2服務品質構面之趨勢分析88
4.8.3以迴歸分析探討構面對整體服務品質之影響89
4.8.4提昇服務品質之管理策略91
第五章 結論與建議94
5.1研究結論94
5.2對證券業服務品質管理之建議96
5.3服務品質量表之實證結果98
5.4網際網路問卷實施之評論100
5.5研究限制102
5.6對後續研究之建議103
一、中文部分
1. 王天勤,「網際網路應用對企業價值鍊的影響」,國立政治大學資訊管理學系碩士學位論文,民國八十七年七月
2. 王瑞之(a),工作群組軟體發展趨勢與我國業者機會分析,財團法人資訊工業策進會,民國八十五年六月
3. 王瑞之(b),「Internet的應用現況及未來趨勢」,資訊與電腦,民國八十五年十二月,p.43-48
4. 呂紹榮,「Extranet與EDI的發展趨勢」,資訊與電腦,民國八十六年十一月,p.48-50
5. 宋鎧等,管理資訊系統,華泰書局,臺北,民國八十六年七月
6. 李保成,「台灣地區企業採用網際網路之決策因素研究」,國立中央大學資訊管理研究所碩士論文,1996年6月
7. 周冠中(a),「1000大企業Internet現況調查」,資訊與電腦,民國86年10月,p101-107
8. 周冠中(b),「Extranet的建置技術」,資訊與電腦,民國86年11月,p.42-47
9. 林如貞,「組織引入網際網路的影響─台灣經驗」,國立中央大學企業管理研究所碩士論文,民國八十五年六月
10. 林志哲,「網際網路策略應用規劃架構之研究」,大葉工學院資訊管理研究所碩士論文,民國八十六年六月
11. 林朝賢,「資訊高速公路在企業經營顧客服務上之應用研究」,國立中山大學資訊管理研究所未出版碩士論文,民國八十四年六月。
12. 林陽助,「顧客滿意度決定模型與效果之研究─台灣自用小客車之實證」,國立台灣大學商學研究所未出版之博士論文,民國八十五年一月。
13. 施喬靜,「以全球資訊網與電子件做為問卷調查方式回收績效之比較研究」,國立中正大學資訊管理研究所碩士論文,民國八十六年六月
14. 洪千惠,「證券經紀商服務品質之實證研究」,國立政治大學企業管理研究所碩士論文,民國七十八年六月。
15. 徐椿輝,「網際網路線上服務服務品質評估模式之探討」,國立台灣工業技術學院管理技術研究所企業管理學程碩士學位論文,民國八十六年六月。
16. 翁崇雄,「評量服務品質與服務價值之研究─以銀行業為實證對象」,國立台灣大學商學研究所未出版之博士論文,民國八十二年六月。
17. 陳廷榮,「資訊高速公路為行銷組合帶來之機會」,第六屆國際資訊管理學術研討會論文集,1995年5月。
18. 陳晏如,「銀行業服務品質之實證研究」,國立政治大學企業管理研究所碩士論文,民國七十七年六月
19. 黃敏祐,「企業特質與網際網路應用狀況之關聯」,國立政治大學資訊管理學系研究所碩士論文,民國八十七年七月。
20. 賴香菊、林朝賢,「全球資訊網(WWW)企業應用現狀分析」,中華民國資訊經理人,34期,民國八十四年,P.18-20
21. 鍾淑娟,「國內網路券商運作現況與未來發展」,電腦世界,1998年9月,p.76-82
22. 韓懷恩,「以全球資訊網(WWW)為研究調查工具之實驗探討--就調查國際旅遊市場為例」,國立中正大學資訊管理研究所碩士論文,民國八十六年六月
二、英文部分
23. Alter, S.L. Information Systems: A Management Perspective, Addison-Wesley, Reading, MA, 1992
24. Babakus, E., and Boller, G.W.(1992) “An Empirical Assessment of the SERVQUAL Scale,” Journal of Business Research(24:3),1992, p.253-268.
25. Babakus E. and W. Glynn Mangold(1992). “Adapting the SERVQUAL Scale to Hospital Services: An Empirical Investigation.” Health Services Research, 26(6) p.767-786
26. Bojanic David C.(1991). “Quality Measurement in Professional Services Firms.” Journal of Professional Services Marketing, 7(2): p.27-36
27. Booms, Bernard H. and Mary J. Bitner(1981), “Marketing Strategies and Organization Structures for Services Firms,” in Marketing of Services, J. Donnelly and W. George, eds., Chicago: American Marketing, p.47-51
28. Boulding, William, Ajay Kalra, Richard Staelin and Valarie Zeithaml(1993). “A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions.” Journal of Marketing Research, 30(February): p.7-27
29. Bresinger, Ronald P. and Douglas M. Lambert(1990). “Can The SERVQUAL Scale be Generalized to Business-to-Business Services?” P.289 in Ehancing Knowledge Development in Marketing. Chicago: American Marketing Association..
30. Brown, Stephen W. and Teresa A. Swartz(1989). “A Gap Analysis of Professional Service Quality.” Journal of Marketing, 53(April):p.92-98
31. Brown, Tom J., Gilbert A. Churchill, Jr. and J. Paul Peter(1993). “Improving the Measurement of Service Quality.” Journa of Retailing, 69(Spring): p.127-139
32. Cameron, K.S. and Whetton, D.A. Organizational Effectiveness: A Comparison of Multiple Models, Academic Press, New York, NY, 1983
33. Carman, J.M. “Consumer Perceptions of Service Quality: An Assessment of SERVQUAL Dimensions,” Journal of Retailing(66:1), Spring 1990, p33-53
34. Conrath, D.W. and Mignen, O.P. “What is Being Done to Measure User Satisfaction with EDP/MIS,” Information & Management(19:1), August 1990, p.7-19
35. Crompton, John L. and Kelly J. Mackay(1989). “Users’ Perceptions of the Relative Importance of Service Quality Dimensions in Selected Public Recreation Programs.” Leisure Sciences, 11: p.367-375
36. Cronbach, L.J. “Coefficient Alpha and the Internal Structure of Tests,” Psychometrika(16:3),September 1951,p.297-333
37. Cronin, B. Overfelt, K. Fouchereaux, K. Manzvanzvike, T. Cha, M. And Sona, E. “The Internet and Competitive Intelligence: A Survey of Current Practice”, International Journal of Information Management(14:3), 1994, pp.204-222
38. Cronin, J. J., and Taylor, S. A. “Measuring Service Quality: A Reexamination and Extension,” Journal of Marketing(56:3), 1992, p.55-68
39. Cronin, J. Joseph, jr., and Steven A. Taylor, ”SERVPERF versus SERVQUAL : Reconciling Performance-Based and Perceptions-Minus-Expectations, Measurement of Service Quality.” Journal of Marketing. January 1994, p.125-131.
40. Cronin, M.J. Doing More Business on the Internet, Van Nostrand Reinhold, 1995.
41. DeLone, W.H. and McLean, E.R. “Information Systems Success: The Quest for the Dependent Variable,” Information Systems Research(3:1), March 1992,p.60-95
42. Finn, David W. and Charles W. Lamb, Jr.(1991). “An Evaluation of the SERVQUAL Scales in a Retail Setting.: P.18 in Advances in ConsumerResearch, Rebecca H. Holman and Michael R. Solomon(eds.). Provo, UT: Association for Consumer Research.
43. Ford, John B., Mathew Joseph and Beatriz Joseph(1993). “Service Quality in Higher Education: A Comparison of Universities in the United States and New Zealand Using SERVQUAL.” P.75-81 in Enhancing Knowledge Development in Marketing, 1993 AMA Educators’ Proceedings.
44. Fotsch, E., MD, “Net worth of Internet, Intranets, and Extranets,” Healthcare Financial Management, Mar. 1997, p.26-29
45. Franklin, Curtis F., Jr., “Enter the Extranet,” CIO, Vol. 10, No. 15, 1997, p.106-112
46. Garvin, David A.,”What Does ‘ product Quality’ Really Mean?”,Sloan Management Review, Vol. 26,1984,p.25-43
47. Gronroos, Christian(1978), “A Service-Oriented Approach to Marketing of Services,” European Journal of Marketing, 12(no. 8), p.588-601
48. Gronroos, Christian, “ A Applied Service Marketing Theory,” European Journal of Marketing, July, 1982, p.33
49. Hannan, M.T. and Freeman, J. “Obstacles to Comparative Studies,” In New Perspectives on Organizational Effectiveness, P.S. Good-man and J.M. Pennings(eds.), Jossey-Bass, San Francisco, CA, 1977, p.106-131
50. Hoffman, D.L., Novak, T.P., and Chatterjee, P., “Commercial Scenarios for the Web: Opportunities and Challenges,” Journal of Computer Mediated Commerce, 1(3), December 1995
51. Hoffman, Donna L. and Novak, Thomas P., “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundatoins”, Journal of Marketing, July 1996, p50-68
52. Johnson, Linda L., Michael J. Dotson, and B. J. Dunlop, (1988). “Service Quality Determinants and Effectiveness in the Real Estate Brokerage Industry.” The Journal of real Estate Research, 3, p.21-36
53. Juran, J. M., “ A Universal Approach to Manageing for Quality”, Quality Progress, December 1986,p.19-24
54. Kathy Biro, Bradley, Stephen P. and Richard L. Nolan, eds. (1998), “Delivering Customer Value Through the Workld Wide Web”, Sense and Respond: Capturing Value in the Network Era, Harvard Business School Press, Boston, MA. p.107-122
55. King, Carol A. “A Framework for a Service Quality Assurance System,” Quality Progress, Sept 1987, p.27-32
56. Kettinger, W. J., and Lee, C. C. “Perceived Service Quality and User Satisfaction with the Information Service Function,” Decision Sciences (25:5), 1994, p737-766
57. Kettinger, W. J., and Lee, C. C. ” Pragmatic Perspectives on the Measurement of Information Systems Service Quality”, MIS Quarterly/ June 1997, pp223-240
58. Laudon, K.C. and Laudon, J.P. Management Information Systems: A Contemporary Perspective (2nd ed.), Macmillan, New York, NY, 1991
59. Lehtinen, Uolevi and Jarmo R. Lehtinen(1982), “Service Quality: A Study of Quality Dimensions,” unpublished working paper, Helsinki: Service Management Institute, Finland OY.
60. Lewis, Robert C. and Bernard H. Booms(1983), “The Marketing Aspects of Service Quality,” in Emerging Perspectives on Services Marketing, L. Berry, G. Shostack, and G. Upah, eds., Chicago: American Marketing, p.99-107
61. Lovelock, Christopher H. (1980), “Towards a Classification of Services,” in Theoretical Developments in Marketing, C. Lamb and P. Dunne, eds., Chicago: American Marketing, p.72-76
62. Myers, Barry L., Leon A. Kappelman, and Victor R. Prybutok, “A Comprehensive Model for Assessing the Quality and Productivity of the Information Systems Function: Toward a Theory for Information Systems Assessment,” Information Resources Management Journal, (10:1), Winter 1997, p.6-25
63. Nejmeh, B.A. “Internet: A Strategic Tool for the Software Enterprise”, Comminications of the ACM(37:11), Nov. 1994, pp.23-27
64. Oliver, R.L., “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, Vol.17 (November 1980), p.460-469
65. Parasuraman, A.;V. A. Zeithaml and L. L. Berry, ”A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing, Vol. 49, Fall 1985, p.41-50
66. Parasuraman, A.;V. A. Zeithaml and L. L. Berry, ”SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality”, Journal of Retailing, Spring 1988, p.12-40
67. ───.(1991). “Refinement and Reassessment of the SERVQUALScale.” Journal of Retailing, 67(Winter): p.420-450
68. ───.(1994). “Alternative Scales for Measuring Service Quality: A Comparative Assessment Based on Psychometric and Diagnostic Criteria,” Journal of Retailing, Vol.70. No 3, 1994, p.201-230
69. ─── (1996), "The Behavioral Consequences of Service Quality,: Journal of Marketing, 60 (April 1996), p.31-46
70. Pawar, B.S. and Sharda, R. “Obtaining Business Intelligence on the Internet,” Long Range Planning(30:1), Feb. 1997, p.110-121
71. Pitknow, J.E. and Kehoe, C., “ Results from the fourth WWW User Survey,” http://www.cc.gatech.edu/gvu/user_surveys/survey-10-1995/
72. Pitknow, J.E. and Recker,M.M. “Using the Web as a survey tool: results from the second WWW User survey,” Computer Networks and ISDN Systems, Vol.27, 1995, p.809-822
73. Pitknow, J.E. and Kehoe, C., “Surveying the Territory: GVU’s Five WWW User Surveys,” The World Wide Web Journal, Vol:1, no.3,1996
74. Pitt, L.F. and Watson, R.T. Longitudinal, ”Measurement of Service Quality in Information Systems: A Case Study, Proceedings of the Fifteenth International Conference on Information Systems”, Vancouver, B.C., 1994.
75. Pitt, Leyland F., Richard T.Watson, C. Bruce Kavan, “Service Quality: A Measure of Information Systems Effectiveness”, MIS Quarterly, June 1995, p.173-188.
76. Pitt, Leyland F., Richard T. Watson, and C. Bruce Kavan, “Measuring Information Systems Service Quality : Concerns for a Complete Canvas”. MIS Quarterly. 1997(June) : p.209-221.
77. Pitt L. F., and Kavan C. B., “Measuring Information Systems Service Quality: Lessons From Two Longitudinal Case Studies”, MIS Quarterly, March 1998, p.61-79
78. Prakash, A. “the Internet as a Global Strategic IS Tool”, Information Systems Management, Summer 1996, p.45-49
79. Quinn, R.E. and Rohrbaugh, J. “A Spatial Model of Effectiveness Criteria: Towards a Competing Values Approach to Organizational Analysis,” Management Science (29:3), March 1983, p.363-377
80. Sasser, W.E., Olsen,R.P. and Wyckoff, D.D., ”Management of Service Operatino: Text and Cases”, Allyn and Bacon Inc., 1978.
81. Senn, J.A. “The Myths of Strategic Systems: What Defines True Competitive Advantage?”, Informatoin Systems Management, Summer 1996, p.7-12
82. Stirland and Sarah, “Extranet offer more options,” Wall Street & Technology, Jul. 1997, p.50-52
83. Teas, R.K. “Expectations, Performance Evaluation and Consumer’s Perception of Quality,” Journal of Marketing (57:4), 1993, p.18-34
84. Teas, R. Kenneth, “Expectations as a Comparison Standard in Measuring Service Quality: An Assessment of a Reassessment,” Journal of Marketing, January 1994,Vol. 58, p.132-139
85. Tom, Vossos., "Strategic Internet Marketing," Que, 1996
86. Van Dyke, T. P., and Popelka, M. E. “Development of a Quality Measure for an Information Systems Provider,” in The Proceedings of the Deciosion Sciences Institute(3), 1993, p.1910-1912
87. Van Dyke, Thomas P., Leon A. Kappelman, and Victor R. Prybutok. “Measuring Information Systems Service Quality : Concerns on the Use of the SERVQUAL Questionnaire”. MIS Quarterly. 1997(June) : p.209-221.
88. Watson, R. “Creating and Sustaining a Global Community of Sholars,” MIS Quarterly(18:3), Sept. 1994
89. William G. Zikmund, “Business Research Methods,” Fourth Edition, 1994
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top