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研究生:王士銘
研究生(外文):Shih-Min Wang
論文名稱:旅遊網站服務品質與服務補救對忠誠度之影響-台北縣市中學教師為例
論文名稱(外文):The Effects of Electronic Service Quality and Electronic Service Recovery Quality on Customer Loyalty – An Empirical Study of Travel Website
指導教授:孫碧娟孫碧娟引用關係
指導教授(外文):Pi-Chuan Sun
學位類別:碩士
校院名稱:大同大學
系所名稱:事業經營學系(所)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
論文頁數:141
中文關鍵詞:線上服務品質服務補救信任滿意度忠誠度
外文關鍵詞:Electronic Service QualityService Recovery QualityTrustSatisfactionLoyalty
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台灣網路購物環境日益成熟,在網友對網路的依賴度日增,網路購物使用習慣正逐漸升高,因此電子商務前景可期。隨著週休二日制度的實施和生活品質提升,旅遊網站將如何能在眾多競爭者中脫穎而出?故在電子商務活動中,旅遊網站的服務品質為一重要的研究課題。再者,現今線上服務品質與線上服務補救的實證研究較為缺乏,故線上服務品質與服務補救對顧客信任與滿意度以及顧客忠誠度的影響,是本研究希望探討的議題。
本研究採用網路問卷方式發放,發放對象為具有線上購買旅遊商品經驗或受過服務補救之國高中教師,共以E-mail寄發550份網路問卷至臺北縣市國高中教師。研究結果顯示,服務品質中效率、履行與隱私會正向影響信任;系統有效性和信任間則不存在因果關係。服務品質中效率和履行會正向影響滿意度。線上服務補救研究結果顯示回應性和聯絡會正向影響信任。線上服務補救研究結果顯示回應性和聯絡會正向影響滿意度。信任對線上忠誠度有正向之影響。線上滿意度對線上忠誠度有正向之影響。
Online shopping environment is increasingly mature in Taiwan. Relying on the Internet and trust Mark certification system, netizen’s online shopping habits are gradually mature. The integration of travel industry and network increases the appeal to consumers and value-added of tourism products. However, how the travel website can stand out among competitors? The travel website online service quality is an important research topic in e-commerce context. In addition to service quality consumers also pay attention to their rights. Recovery practices are usually needed to compensate unsatisfied service. However, the empirical researches on online service quality and online recovery services are few. Thus, this study examines the impacts of online service quality and recovery services quality of travel website on customers trust, satisfaction and loyalty.
The research subjects in this study were teachers of junior and high school in Taipei City and Taipei County who have experience in transaction on travel website. Questionnaire survey by e-mail was used to collect data. In On-line Service Quality, the study shows that efficiency, fulfillment, and privacy has a positive effect on trust, and efficiency, fulfillment has a positive effect on .customer satisfaction. In On-line Recovery Service Quality , responsiveness and contact has a positive effect on trust. Trust has a positive effect on loyalty.
ABSTRACT IN CHINESE i
ABSTRACT IN ENGLISH ii
ACKNOWLEDGEMENTS iv
TABLE OF CONTENTS vi
LIST OF TABLE ix
LIST OF ILLUSTRATION xi
CHAPTER I 1
INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objective 3
1.3 Research Procedure 5
CHAPTER II 6
LITERATURE REVIEW 6
2.1 Service Quality 6
2.2 Service Recovery 11
2.3 Trust 14
2.4 E-satisfaction 15
2.5 E-loyalty 16
2.6 The Relationship between E-S-QUA, Trust , and Satisfaction 16
2.7 The Relationship between E-RecS-QUA, Trust , and Satisfaction 17
2.8 The Relationship between Trust , and Loyalty 18
2.9 The Relationship between Customer Satisfaction and Loyalty 19
CHAPTER III 21
RESEARCH METHODOLOGY 21
3.1 Research Framework 21
3.2 Research Hypotheses 21
3.3 Operational Definitions 24
3.4 Research Design 30
CHAPTER IV 32
DATA ANALYSIS 32
4.1 Description of Data 32
4.2 Confirmatory Factor Analysis 37
4.3 Discussion 47
CHAPTER V 49
. CONCLUSIONS AND SUGGSTIONS 49
5.1 Conclusions 49
5.2 Managerial Implications 51
5.3 Research Limitation and Future Directions of Research 53
BIBLIOGRAPHY 54
APPENDIX 59
VITA 65
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