臺灣博碩士論文加值系統

電信市場進入競爭激烈時代，各電信業者為了持續保留原有的顧客和吸引新顧客，除了現有傳統門市的服務外，電信業者正在擴展其服務方式，例如：提供結合線上與實體購買的 O2O 電子商務服務。本研究調查了電信實體門市之服務品質對實體顧客滿意度，及其對使用新推出O2O 模式服務的滿意度和忠誠度的影響程度，也調查了 O2O 服務品質，對於 O2O 顧客滿意度與顧客忠誠度的影響。實證結果來自 329 位曾經使用過實體門市服務與O2O模式服務的受訪者，結果發現除了實體服務滿意度對 O2O 滿意度有正向的影響，同時也觀察到顧客對於 O2O 服務的滿意度，比起實體服務的滿意度，更能正向影響顧客忠誠度。由研究結果推論，在國內競爭激烈的電信市場中，顧客的忠誠度已經無法直接顯著由實體門市服務品質所影響，透過新推出 O2O 服務的服務品質才是保有顧客忠誠度的關鍵。因此，建議電信業者應該更注意新推出服務的服務品質，精準地將顧客分群，並以個人化、全通路和新零售等方式，提供合適的促銷與優惠內容，創造出和對手更多的差異化體驗。

In the era of fierce competition in the telecom market, in order to continue to retain existing customers and attract new customers, in addition to the services of existing traditional stores, telecom operators are expanding their service methods, such as providing O2O e-commerce that combines online and physical service. This study investigated the impact of service quality on the customer satisfaction and customer loyalty to the use of the newly launched O2O ecommerce service. It also investigated the impact of O2O service quality on customer satisfaction and customer loyalty. The empirical results came from 329 respondents who had used physical store services and O2O e-commerce services. The study found that physical service satisfaction has a positive impact on O2O satisfaction. We also observed that customer satisfaction with O2O services is more positive than physical store customer satisfaction. In the fiercely competitive telecom market in Taiwan, customer loyalty can no longer be completely affected by the quality of service in the physicalstore. The service quality of the newly launched service is the key to retaining customer loyalty. Therefore, telecom operators should pay more attention to the service quality of newly launched services. They should accurately group customers, provide appropriate promotions and preferential content in a personalized, and to create more differentiated experiences with rivals in full-channel and new retail way.

誌謝 i
摘要 i
Abstract ii
表目錄 v
圖目錄 vi
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 4
第四節 研究流程 4
第二章 文獻探討 6
第一節 O2O 電子商務模式 6
第二節 實體服務品質定義及衡量指標 8
第三節 O2O 服務品質及衡量指標 10
第四節 實體門市顧客滿意度 12
第五節 O2O 顧客滿意度 13
第六節 顧客忠誠度 15
第七節 多通路與全通路 17
第八節 新零售 18
第三章 研究方法 20
第一節 研究架構 20
第二節 研究假說 21
一、服務品質與滿意度的關係 21
二、服務品質與忠誠度的關係 22
三、顧客滿意度與忠誠度的關係 22
四、實體服務滿意度與 O2O 模式滿意度的關係 23
第三節 變數定義與衡量 25
第四節 研究設計與資料分析方法 30
第四章 研究結果與分析 33
第一節 基本資料及使用經驗分析 33
第二節 衡量模型 35
一、信度分析 (Reliability) 36
二、收斂效度分析 (Convergent Validity) 37
三、區別效度分析 (Discriminant Validity) 39
四、共線性分析 (Multicollinearity) 39
五、共同方法偏誤 (Common Method Bias) 40
第三節 結構模型及假說驗證 44
第五章 結論與建議 47
第一節 研究結論 47
第二節 理論意涵 47
第三節 實務意涵與建議 48
第四節 研究限制 49
第五節 未來研究發展與建議 50
參考文獻 51
附錄：研究問卷 58

何佩珊. (2017a). 不是有實體和線上就叫 O2O，看神腦如何走新零售這盤棋. 數位時代. Retrieved from https://www.bnext.com.tw/article/43026/o2o-strategy-of-3c-retailersenao
何佩珊. (2017b). 電商霸主揮兵線下，阿里巴巴派三軍分頭探索新零售. 數位時代. Retrieved from https://www.bnext.com.tw/article/46541/alibaba-three-way-to-newretail
洪菱鞠. (2019). 富邦媒新總座谷元宏上任滿月 momo 緊密串聯台灣大發揮綜效. ETtoday 新聞雲. Retrieved from https://www.ettoday.net/news/20190711/1487557.htm
胡宗翰, & 沈唯同. (2017). 神腦.中華電進軍電商 O2O 不打烊. 新唐人亞太台. Retrieved from http://www.ntdtv.com.tw/b5/20170108/video/187737.html
梁瑩瑩. (2017). 基於" 新零售之輪" 理論的中國" 新零售" 產生與發展研究. 當代經濟管理 (2017 年 09), 6-11.
曾靉. (2017). 阿里巴巴的新零售到底是什麼？游五洋：以消費者為中心、數據驅動的泛 零售型態. 數位時代. Retrieved from https://www.bnext.com.tw/article/44261/2017- future-commerce-alibaba
鍾張涵. (2019). 從手機賣到葉黃素 神腦靠「全通路」讓會員翻 4 倍. 天下雜誌, 672. Retrieved from https://www.cw.com.tw/article/article.action?id=5095042
Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. the Journal of Marketing, 27-41.
Aeppel, T. (2016). How the on-demand/gig economy is redefining work. MIT IDE Research Brief, 6, 1-3.
Agrawal, A. J. (2016). What is ‘O2O’ and is it really a trillion dollar opportunity? February 3. Huffpost Business.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
Anderson, R. E., & Srinivasan, S. S. (2003). E‐satisfaction and e‐loyalty: A contingency framework. Psychology & marketing, 20(2), 123-138.
Babu, V. (2016). Online to Offline: Rise of O2O Commerce. Business Today Magazine, 24. 52
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
Burke, R. (2002). Hybrid recommender systems: Survey and experiments. User modeling and user-adapted interaction, 12(4), 331-370.
Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 244-249.
Caruana, A. (2002). Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European journal of marketing, 36(7/8), 811-828.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of retailing, 77(4), 511-535.
Choi, H., & Kong, H. (2010). A Study on the Comparative Analysis of Difference between Korean and Japanese University(Graduate) Student Consumers on Service Affiliate
Program Satisfaction. International Commerce and Information Review, 12(2), 291-322. Churchill Jr, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 491-504.
Crampton, S. M., & Wagner III, J. A. (1994). Percept-percept inflation in microorganizational research: An investigation of prevalence and effect. Journal of applied psychology, 79(1), 67.
Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2), 193-218.
Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. the Journal of Marketing, 55-68.
Czepiel, J. A., Rosenberg, L. J., & Akerele, A. (1974). Perspectives on consumer satisfaction: New York University, Graduate School of Business Administration.
Dai, L., Huang, L., Yi, Y., & Technological, N. (2005). How B2C service quality influences website continuance. Paper presented at the Pacific Asia Conference on Information Systems.
Devaraj, S., Fan, M., & Kohli, R. (2002). Antecedents of B2C channel satisfaction and preference: validating e-commerce metrics. Information systems research, 13(3), 316-333.
Diamantopoulos, A., & Siguaw, J. A. (2006). Formative versus reflective indicators in organizational measure development: A comparison and empirical illustration. British Journal of Management, 17(4), 263-282.
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
Dinner, I. M., Van Heerde, H. J., & Neslin, S. A. (2014). Driving online and offline sales: The cross-channel effects of traditional, online display, and paid search advertising. Journal of Marketing Research, 51(5), 527-545.
Du, Y., & Tang, Y. (2014). Study on the Development of O2O E-commerce Platform of China from the Perspective of Offline Service Quality. International Journal of Business and Social Science, 5(4).
Enrique Bigné, J., Mattila, A. S., & Andreu, L. (2008). The impact of experiential consumption cognitions and emotions on behavioral intentions. Journal of services Marketing, 22(4), 303-315.
Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling: University of Akron Press. Fassnacht, M., & Köse, I. (2007). Consequences of web-based service quality: Uncovering a multi-faceted chain of effects. Journal of interactive marketing, 21(3), 35-54.
Fombrun, C., & Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. Academy of management Journal, 33(2), 233-258.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 39-50.
Fornell, C., Mithas, S., Morgeson III, F. V., & Krishnan, M. S. (2006). Customer satisfaction and stock prices: High returns, low risk. Journal of marketing, 70(1), 3-14.
Gomez, M. I., McLaughlin, E. W., & Wittink, D. R. (2004). Customer satisfaction and retail sales performance: an empirical investigation. Journal of retailing, 80(4), 265-278.
Grönroos, C. (1982). An applied service marketing theory. European journal of marketing, 16(7), 30-41.
Griffin, J. (1998). Customer loyalty: Earning it and keeping it. Discount Merchandiser, 38(3), 98-98.
Gulati, R., & Garino, J. (2000). Get the right mix of bricks & clicks. Harvard business review, 78(3), 107-114, 214.
Høst, V., & Knie-Andersen, M. (2004). Modeling customer satisfaction in mortgage credit companies. International Journal of Bank Marketing, 22(1), 26-42.
Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks, CA: Sage Publications, Inc. Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study. International journal of service industry management, 7(4), 27-42.
He, Z., Cheng, T., Dong, J., & Wang, S. (2016). Evolutionary location and pricing strategies for service merchants in competitive O2O markets. European Journal of Operational Research, 254(2), 595-609.
Hwang, S., & Kim, S. (2018). Does mIM experience affect satisfaction with and loyalty toward O2O services? Computers in Human Behavior, 82, 70-80.
Jeong, M., Oh, H., & Gregoire, M. (2003). Conceptualizing web site quality and its consequences in the lodging industry. International Journal of Hospitality Management, 22(2), 161-175.
Jiang, J.J., Klein, G., & Crampton, S. M. (2000). A note on SERVQUAL reliability and validity in information system service quality measurement. Decision Sciences, 31(3), 725-744.
Jin, L., & Zou, D. (2013). Extend to online or offline? The effects of web-brand extension mode, similarity, and brand concept on consumer evaluation. Journal of Marketing Management, 29(7-8), 755-771.
Jones, M. A., & Suh, J. (2000). Transaction-specific satisfaction and overall satisfaction: an empirical analysis. Journal of services Marketing, 14(2), 147-159.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. the Journal of Marketing, 1-22.
Kim, H. (2016). Effects of taxi-service employing O2O mode on consumer welfare: focusing on KaKaoDriver. Paper presented at the O2O industry seminar, Korea Internet Corporations Association.
Klose, A., & Finkle, T. (1995). Service quality and the congruency of employee perceptions and customer expectations: the case of an electric utility. Psychology & marketing, 12(7), 637-646.
Kotler, P., Saliba, S., & Wrenn, B. (1991). Marketing management: Analysis, planning, and control: Instructor's Manual: Prentice-hall.
Kumar, V., & Reinartz, W. J. (2006). Customer relationship management: A databased approach: Wiley Hoboken, NJ.
Lazaris, C., & Vrechopoulos, A. (2014). From multi-channel to “omnichannel” retailing: review of the literature and calls for research. Paper presented at the 2nd International Conference on Contemporary Marketing Issues,(ICCMI).
Lohse, G. L., & Spiller, P. (1998). Electronic shopping. Communications of the ACM, 41(7), 81-87.
Mascarenhas, O. A., Kesavan, R., & Bernacchi, M. (2006). Lasting customer loyalty: a total customer experience approach. Journal of consumer marketing, 23(7), 397-405.
Miller, J. A. (1977). Studying satisfaction, modifying models, eliciting expectations, posing problems, and making meaningful measurements. Conceptualization and measurement of consumer satisfaction and dissatisfaction, 72-91.
Nunnally, J. (1978). Psychometric methods. In: New York: McGraw-Hill.
Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of retailing.
Oliver, R. L. (1999). Whence consumer loyalty? the Journal of Marketing, 33-44.
Ortis, I., & Casoli, A. (2009). Technology Selection: IDC Retail Insights Guide to Enabling Immersive Shopping Experiences. IDC Retail Insights report.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. the Journal of Marketing, 41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12.
Parker, R., & Hand, L. (2009). Satisfying the Omnichannel Consumers Whenever and Wherever They Shop. IDC Retail Insights report.
Podsakoff, P. M., & Organ, D. W. (1986). Self-reports in organizational research: Problems and prospects. Journal of management, 12(4), 531-544.
Rafiq, M., & Fulford, H. (2005). Loyalty transfer from offline to online stores in the UK grocery industry. International Journal of Retail & Distribution Management, 33(6), 444-460.
Reichheld, F. F., & Sasser, J. W. (1990). Zero defections: Quality comes to services. Harvard business review, 68(5), 105-111.
Ribbink, D., Van Riel, A. C., Liljander, V., & Streukens, S. (2004). Comfort your online customer: quality, trust and loyalty on the internet. Managing Service Quality: An International Journal, 14(6), 446-456.
Rigby, D. (2011). The future of shopping. Harvard business review, 89(12), 65-76.
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of marketing, 66(1), 15-37.
Sirohi, N., McLaughlin, E. W., & Wittink, D. R. (1998). A model of consumer perceptions and store loyalty intentions for a supermarket retailer. Journal of retailing, 74(2), 223-245.
Sivadas, E., & Baker-Prewitt, J. L. (2000). An examination of the relationship between service quality, customer satisfaction, and store loyalty. International Journal of Retail & Distribution Management, 28(2), 73-82.
Sousa, R., & Voss, C. A. (2006). Service quality in multichannel services employing virtual channels. Journal of service research, 8(4), 356-371.
Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of retailing, 78(1), 41-50.
Stone, M., Hobbs, M., & Khaleeli, M. (2002). Multichannel customer management: The benefits and challenges. Journal of Database Marketing & Customer Strategy Management, 10(1), 39-52.
Szymanski, D. M., & Hise, R. T. (2000). E-satisfaction: an initial examination. Journal of retailing, 76(3), 309-322.
Tabachnick, B. G., Fidell, L. S., & Ullman, J. B. (2007). Using multivariate statistics (Vol. 5): Pearson Boston, MA.
Tsai, T.-M., Wang, W.-N., Lin, Y.-T., & Choub, S.-C. (2015). An O2O commerce service framework and its effectiveness analysis with application to proximity commerce. Procedia Manufacturing, 3, 3498-3505.
Tucci, L. A., & Talaga, J. A. (2000). Determinants of consumer perceptions of service quality in restaurants. Journal of Food Products Marketing, 6(2), 3-13.
Van Baal, S., & Dach, C. (2005). Free riding and customer retention across retailers’ channels. Journal of interactive marketing, 19(2), 75-85.
Vishwanath, V., & Mulvin, G. (2001). Multi‐Channels: The Real Winners in the B2C Internet Wars. Business Strategy Review, 12(1), 25-33.
Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of retailing, 79(3), 183-198.
Wu, T.-J., Zhao, R.-H., & Tzeng, S.-Y. (2015). An empirical research of consumer adoption behavior on catering transformation to mobile O2O. Journal of Interdisciplinary Mathematics, 18(6), 769-788.
Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & marketing, 21(10), 799-822.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. the Journal of Marketing, 31-46.
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: a critical review of extant knowledge. Journal of the academy of marketing science, 30(4), 362.
Zhang, B., & Huang, L. (2015). The research status of O2O industry analysis. Paper presented at the Logistics, Informatics and Service Sciences (LISS), 2015 International Conference on.
Zhang, J., Farris, P. W., Irvin, J. W., Kushwaha, T., Steenburgh, T. J., & Weitz, B. A. (2010). Crafting integrated multichannel retailing strategies. Journal of interactive marketing, 24(2), 168-180.
Zhang, S., & Lee, J. H. (2014). The effect of O2O on behavioral intention and preference in China. 한국유통과학회 학술대회 논문집, 233-237.