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研究生:Temuujin Gankhuyag
研究生(外文):Temuujin Gankhuyag
論文名稱:網站品質於蒙古旅館之顧客滿意度之效應
論文名稱(外文):The Effectiveness of Website Quality on Customer Satisfaction in Mongolian Hotels
指導教授:陳啟斌陳啟斌引用關係
指導教授(外文):Chie-Bein Chen
學位類別:碩士
校院名稱:國立東華大學
系所名稱:國際企業學系
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:2015
畢業學年度:103
論文頁數:74
中文關鍵詞:website qualityservice qualityperceived performancedisconfirmationcustomer satisfactionMongolia
外文關鍵詞:website qualityservice qualityperceived performancedisconfirmationcustomer satisfactionMongolia
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Abstract
The daily growth of the internet has changed the way of promoting, selling products, services and marketing and thereby caused a significant change in the hotel industry. As a result of development in electronic information resources, information service providers face many new challenges. Internet is changing the way corporations to conduct business with their consumers who are increasingly expecting high quality, high services, becoming time saved, and wanting more convenience. The purpose of this research is to gain a better understanding of the effectiveness of web site quality factors on customer satisfaction. Also, through the literature it is clear that there is relation between service quality, expectation, perceived performance, disconfirmation and customer satisfaction. For this reason based on a detailed literature review, and in order to find the effectiveness of website quality factors on customer satisfaction, this research used expectation disconfirmation theory (EDT) and “Customer perception of quality and customer satisfaction” model to investigate the hotel websites in Mongolia, and data were gathered through an online survey.
The results in this research suggest that website quality has a strong impact on customer satisfaction and also customer satisfaction has a reasonable impact on purchase intention and purchasing.
Keywords: website quality, service quality, perceived performance, disconfirmation, customer satisfaction, Mongolia

Table of Contents

Acknowledgements i
Abstract ii
Table of contents……………………………………………………………………………...…iii
List of Figures vi
List of Tables vii
CHAPTER I INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Mongolian Economy Profile……………………………………………………......……....2
1.3 Research Problems and Objectives 2
1.4 Outline of the Study 3
CHAPTER II LITERATURE REVIEW 6
2.1 The Importance of Service Quality 6
2.2 Measuring Service Quality 7
2.2.1 Tangibles 10
2.2.2 Reliability 10
2.2.3 Responsiveness 10
2 2.4 Assurance 11
2.2.5 Empathy 11
2.3 A Service Quality Model 11
2.4 Electronic Service Quality 15
2.4.1 Webqual 17
2.4.2 Sitequal 17
Page
2.4.3 NetQual 18
2.4.4 eTailQ 18
2.4.5 e-S-Qual 19
2.5 Dimensions of e-Service Quality 19
2.5.1 Efficiency 19
2.5.2 Privacy 19
2.5.3 Reliability 19
2.5.4 Fulfillment 20
2.6 Expectancy Disconfirmation Theory 21
2.6.1 Expectations 22
2.6.2 Perceived performance 22
2.6.3 Disconfirmation 23
2.7 e-Customer Satisfaction 23
2.8 Research Variables and Hypotheses Development 24
2.8.1 Relationship between e-Service Quality and e-Satisfaction 24
CHAPTER III METHODOLOGY 27
3.1 Research Framework 27
3.2 Research Hypothesis 27
3.2.1 Relationship between e-Service Quality and Perceived Performance 28
3.2.2 Relationship between Expectations, Perceived Performance, Disconfirmation and e-Satisfaction 29
3.3 The Factors of Items and Measurements 31
3.4 Sampling Design and Data Collection 34
3.4.1 Data Analysis Technique 34
Page
3.4.2 Descriptive Statistics 34
3.4.3 Reliability Test 35
3.4.4 Correlation Analysis 35
3.4.5 Validity Analysis 35
CHAPTER IV ANALYSIS AND DISCUSSION 39
4.1 Sample and Reliability Analysis of the Pilot Study 39
4.1.1 Sample Source, Respondent Rate and Sample Profile in the Pilot Study 39
4.1.2 Reliability Analysis of the Pilot Study 41
4.2 Samples in Formal Study 43
4.2.1 The Profile of Respondents 43
4.2.2 Descriptive Statistics 45
4.2.3 Correlation Matrix 46
4.2.4 Reliability and Validity 46
4.3 Discussion 53
4.3.1 Service Quality 53
4.3.2 Expectation 53
4.3.3 Perceived Performance 53
4.3.4 Disconfirmation 54
CHAPTER V CONCLUSION 55
5.1 Conclusion 56
5.2 Research Limitation and Future Research 57
References 58
Appendix 64


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