臺灣博碩士論文加值系統

對企業而言，良好的顧客滿意度，會帶來顧客的忠誠度，降低未來交易的成本，減低顧客對價格的彈性及對產品的品質容忍度(Anderson and Fornell, 2000)；相反地，不滿意的顧客，則會帶來相反的效果(Anderson, 1998)。研究也發現，顧客滿意度分數與公司獲利和公司股價成正相關(Anderson et al., 1994; Anderson et al., 1997; Eklof et al., 1999)。國外關於顧客滿意度的研究自1970年後，開始有了大規模的研究：1989年，瑞典首先建立瑞典顧客滿意度指標(SCSB)(Fornell,1992) , 1994年美國建立了美國滿意度指標(ACSI) (Fornell et al., 1996)，1999年歐洲由12 個國家共同設計了歐洲顧客滿意度指標(ECSI)(Gronholdt et al., 2000)。
然而，這些傳統的ACSI、ECSI模型均建構在實體商店的消費模式下，從相關研究所得到的具體發現，是否能概括應用到線上購物的環境，則需重新檢視。相較於傳統實體商店可以藉由服務人員來了解消費者的需求及滿意度；在網路商店上，一般公司並無法了解消費者對於服務或產品的看法。新的適合線上購物環境設定的構面例如：瀏覽便利性，使用者自主性，網站設計整體美感和交易安全性…等，必需一併重新考慮。
國內儘管目前對於顧客滿意度的研究眾多，但是卻少有研究能將顧客滿意度量化。綜上所述，本研究的目的：(1)參考美國與歐洲之顧客滿意度模型及TAM科技接受度模型後，提出適合線上購物環境的電子商務顧客滿意度模型(e-CSI model)。(2)以台灣PChome ONLINE線上購物來進行測試。(3)使用PLS演算法計算出顧客滿意度分數。(4)使用策略管理矩陣圖來分析PChome ONLINE線上購物所應改進的方向。

To an enterprise, good customer satisfaction can increase customer loyalty, and reduce operational cost for serving the customer, increase customers tolerance towards low quality products (Anderson and Fornell, 2000); vice versa. The study found the customer satisfaction index has a positive impact on stock price and profit of the company (Anderson et al., 1994; Anderson et al., 1997; Eklof et al., 1999). Recently, various countries have conducted customer satisfaction studies at industrial or national level. In 1989, the Swedish Customer Satisfaction Barometer (SCSB) was introduced as a tool for companies to assess their efforts in achieving customer satisfaction. The successful experience of the SCSB has inspired the creation of American Customer Satisfaction Index (ACSI) and European Customer Satisfaction Index (ECSI). Researchers have shown customer satisfaction index (CSI) can serve as a predictor for companies’ profitability and market value. However, online business is very different compared with traditional retailing and many off-line services. This raises an important issue: whether the conventional CSI model can be directly applied to on-line context without modification? The answer is no. Therefore, the purpose of this research is: (1) Propose a suitable on-line customer satisfaction e-CSI model. (2) To do an empirically test the e-CSI model by using PChome ONLINE company. (3) Use the PLS to calculate the CSI score of the PChome ONLINE Company. (4) Propose the Strategy Management Map to serve as a practical tool to analyze the strength and weakness of the PChome ONLINE Company and provide the insights for business improvements.

摘 要 i
Abstract ii
誌 謝 iii
目 錄 iv
圖目錄 vi
表目錄 vii
第一章 緒論 1
1.1研究動機與背景 1
1.2 研究目的 3
第二章 文獻探討 4
2.1 瑞典顧客滿意度指標(SWEDISH CUSTOMER SATISFACTION BAROMETER, SCSB) 4
2.2 美國顧客滿意度指標(AMERICAN CUSTOMER SATISFACTION INDEX, ACSI) 5
2.3 歐洲顧客滿意度指標 (EUROPEAN CUSTOMER SATISFACTION INDEX, ECSI) 8
2.4科技接受模型(TECHNOLOGY ACCEPTANCE MODEL, TAM) 9
2.4.1 理性行為理論(Theory of Reasoned Action, TRA) 9
2.4.2 科技接受模型(Technology acceptance model, TAM) 10
第三章 研究模型與方法 13
3.1 形成電子商務顧客滿意度之前因 14
3.1.1 線上服務品質 14
3.1.2 認知有用性 18
3.1.3 認知價值 19
3.2電子商務顧客滿意度之後果 19
3.2.1 顧客忠誠度 19
3.2.2 顧客抱怨 20
3.3 問卷及抽樣設計 21
第四章 資料分析與討論 23
4.1樣本描述 23
4.2信度的衡量 25
4.3效度的衡量 26
4.4結果 27
4.4.1 各隱藏變數效果分析 27
4.4.2 策略管理矩陣圖 29
第五章 結論與未來研究方向建議 32
5.1結論 32
5.2 未來研究方向建議 33
參考文獻 34
附錄 37

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