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研究生:徐也翔
研究生(外文):Yeh-Hsiang Hsu
論文名稱:專業購物網站服務品質、顧客滿意度與顧客忠誠度關係之研究
論文名稱(外文):A study of the relationship among the shopping website service quality, customer satisfaction and customer loyalty
指導教授:吳奇為吳奇為引用關係
指導教授(外文):Chi-Wei Wu
學位類別:碩士
校院名稱:銘傳大學
系所名稱:傳播管理研究所碩士班
學門:教育學門
學類:其他教育學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:102
中文關鍵詞:購物網站網路服務品質顧客忠誠度顧客滿意度
外文關鍵詞:e-service qualitycustomer loyaltycustomer satisfactionshopping website
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在網際網路的大幅成長之下,一般的公司企業開始陸續的將實體世界的經營模式移植到網際網路世界裡,電子化企業經營與電子商務的經營觀念開始萌芽,產生了許多e化經營的思潮,特別是在企業對顧客B2C的商業經營模式方面,已經成為一種全新的消費型態。各式的購物網站為了增加營收就必須要爭取使用者的點選,吸引更多的消費者上網購買,因此也可以說是在滿足使用者的需求,算是一種提供消費者選購商品平台的服務業,而商品的搜尋及購買者在使用購物網站之後,會以自身使用該網站前之期望來比對此一網站所能達到其個人期望的程度,做為對該購物網站使用滿意度之依據。
購物網站如果能夠提升自身良好的顧客滿意度,就有機會進一步提升顧客的忠誠度,使網站與舊有的顧客維持良好的忠誠關係,並能降低公司的成本並提升公司的獲利,而達到利潤極大化的目的。
本研究乃是探討服務品質對於顧客滿意度與顧客忠誠度所產生的影響,針對專業購物網站的服務品質作一衡量。研究結果發現:
1. 在購物網站核心的服務品質對於顧客的使用滿意度當中,以系統可得性影響該網站的滿意度最為顯著,至於效率性、實現性以及隱私性則在網站使用滿意度上較不具有直接的影響;而服務品質當中的補救面向對於顧客滿意度並沒有明顯的產生影響。
2. 購物網站服務品質之隱私性對於網站使用者的忠誠度有顯著之影響,而效率性、實現性和系統可得性則較不為網站使用者日後考量是否再使用該網站時所重視的。在補救面向而言,則對於顧客忠誠度並沒有明顯的產生影響。
3. 購物網站的顧客滿意度確實會影響網路使用者在使用該網站時的忠誠度,較高的顧客滿意度會增加網路使用者往後持續使用該網站的意願。
In the massive grow up of the internet, many companies have start to translate the real world business mode to the internet. The concept of the e-business and e-commerce are start to use in business administration, and bring many e-business thoughts. And especially for the B2C(business-to-customer) business mode has become a new shopping form. In order to increase its revenue, the shopping websites have to strive for the user’s click and attract more people come to shopping at the websites. So that shopping websites are satisfying user’s needs, it can seem as a platform of shopping service industry. And therefore the users of the website will compare its expectation before using the website to after use it. Whether the website can reach the user’s expectation or not.
If the shopping websites can increase its customer satisfaction, it can also have the chances to increase the user’s customer loyalty. This will help the company to reduce its cost and increase its income.
The purpose of this study is to investigate the relationship of the shopping website service quality, customer satisfaction, and customer loyalty, to evaluate the service quality of the shopping websites. The main findings of this research showed that:
1. In the service quality of the shopping websites, the system availability has the positive influence for the customer satisfaction after they use the shopping websites. The efficiency, fulfillment, privacy, responsiveness, compensation, and contact have no direct influence for the customer satisfaction of the website.
2. The privacy has the opposite direction influence for the customer loyalty of the shopping website. The users of the shopping website are likely to pay less attention to the efficiency, fulfillment, system availability, responsiveness, compensation, and contact.
3. The customer satisfaction of the shopping websites has influence to the customer loyalty.
表目錄......................................................................................................Ⅲ
圖目錄......................................................................................................Ⅴ
第一章 緒論..........................................................................................01
第一節 研究背景與動機.................................................................................01
第二節 研究目的與問題.................................................................................03
第三節 研究流程.............................................................................................04
第二章 文獻探討..................................................................................06
第一節 服務品質.............................................................................................06
第二節 顧客滿意度.........................................................................................17
第三節 顧客忠誠度.........................................................................................22
第四節 購物網站現狀.....................................................................................26
第三章 研究設計與方法......................................................................29
第一節 研究架構.............................................................................................29
第二節 研究假設.............................................................................................29
第三節 研究變項的操作型定義與衡量.........................................................30
第四節 抽樣設計.............................................................................................31
第五節 問卷設計.............................................................................................33
第六節 資料分析方法.....................................................................................37
第四章 資料分析..................................................................................38
第一節 敘述性統計分析.................................................................................38
第二節 問卷信效度分析.................................................................................42
第三節 人口統計變數對本研究變數之變異數分析.....................................44
第四節 網站使用行為統計變數對本研究變數之變異數分析.....................45
第五節 驗證性因素分析.................................................................................48
第六節 結構方程式分析分析.........................................................................53
第七節 深度訪談分析.....................................................................................57
第五章 結論與建議..............................................................................62
第一節 研究結論.............................................................................................62
第二節 研究建議.............................................................................................66

參考書目..................................................................................................70
附錄A 本研究問卷.................................................................................77
附錄B LISREL分析結果整理...............................................................83
附錄C 深度訪談題綱.............................................................................87
附錄D 深度訪談紀錄.............................................................................88
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