透過您的圖書館登入
IP:44.221.46.132
  • 學位論文

以品質為基礎之網路服務定價模式

A quality-based pricing model for internet-enabled services

指導教授 : 張瑋倫

摘要


E化服務擴充了電子商務的概念,將之延伸為一個除了透過自動化減少成本和增加效率外,更加強服務來擴大利潤以及建立有利的顧客關係,而隨著E化服務的概念漸趨普及並且使用者人數逐漸增加的環境之下,相對延伸出線上服務的收費問題,由於,E化服務是以顧客為服務中心的概念,因此,服務提供者在做價格決策時,將顧客的角度納入定價考量的因素為必須重視的問題,有鑑於此,本研究以顧客知覺利益的主要因素-「知覺服務品質」納入定價基礎,另外,就實務層面而言,此價格是否能有效創造出較高的知覺價值,為E化服務提供者在價格決定後必須去關注的問題,因此,本研究目的包括:1.為特定的E化服務建立以顧客知覺服務品質為基礎的定價公式。2.透過所建立的E化服務定價公式,觀察價格與顧客知覺價值之間的變化關係。而研究方法部分則以多重屬性效用做為將知覺服務品質量化的方式,量化後的服務品質再代入所建立之定價公式,而完成最後定價,最後,再以所定出的新價格代入知覺價值函數,近而探討價格變數與知覺價值之間的關係。 本研究以無名小站作為驗證個案得到兩部分的主要結論為;1.當使用者的知覺品質為差時,服務提供者在成本及目標獲利的部分應該降低,則服務訂價較原價格低,反之,當使用者知覺到的品質愈良好,而服務提供者可合理提高原本定價。2.所定的價格必須在使用者的合理接受範圍內,使用者才會對此服務產生價值。本研究的貢獻主要為特定E化服務建立一個以服務品質為基礎的定價模式,並且以多重屬性效用方法有效作為將知覺服務品質量化的方式,最後,確立價格與知覺價值之間的直接關係。

並列摘要


E-service is an emergent issue of e-commerce nowadays, which can reduce costs and increase efficiency, enhance services to maximize profits and enable the customer relationship. Due to e-service has become popular, the related problems on e-services pricing, e-service providers need to consider customer perspective when deciding the prices. This research utilizes perceived service quality as the pricing basis to effectively generate an e-service price. This study aims to (1) establish a pricing method based on service quality of a specific e-service, (2) observe the relationship between the price and customer perceived value. The proposed research method uses multi-attribute utility method, which can quantify the perceived service quality to estimate a final price from our pricing approach. In this study, there are two major conclusions from selected cases (Wretch). First, we investigate the relationship between price and quality. When the user's perceived quality is poor, the e-service providers should reduce the cost and target profit that allows the new price lower than the original price. On the other hand, when the user's perceived quality is good, the e-service providers may reasonably increase the original price. Second, we investigate the relationship between price and perceived value. The generated price must be acceptable and appropriate to the users which allow the users to generate more value of the e-service. In summary, the main contribution of this research is to propose a pricing model for a specific e-service, which uses multiple attribute utility approach to establish an appropriate price based on perceived value.

參考文獻


23. Richard G. Netemeyer, and Scot Burton (1990), “Distin- guishing Coupon Proneness from Value Consciousness: An Acquisition-Transaction Utility Theory”, Journal of Marketing, 54 (July), 54-67. 24. Santos, J. (2003),“E-service quality: A model of virtual service quality dimensions,” Managing Service Quality, 13, 3, pp.233-246 25. Sawyer, Alan G. and Peter R. Dickson (1984), “Psychological Perspectives on Consumer Response to Sales Promotion,” in Research on Sales Promotions: Collected Papers, Kath- erine E. Jocz, ed. Cambridge, MA: Marketing Science In- stitute, 1-21.
5. Cronin, J.J. and Taylor, J.S.A.(1992), “Measuring Service Quality: A Reexamination and Extension, ”Journal of Marketing, Vol.56,pp.55-68.
6. Dodds, William B., Kent B. Monroe, and Dhruv Grewal (1991),“The Effects of Price, Brand, and Store Information on Buyers' Product Evaluations,” Journal of Marketing Research, 28 (August), 307-19.
7. Fassnacht M, Kose I (2007), “Consequences of web-based service quality: uncovering a multi-faceted chain of effects”, J. Interactive Marketing, 21 (3): 35-54.
8. Grewal, D., Monroe, KB., Krishnan, R.(1998),“The effects of price-comparison advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions”, The Journal of Marketing.

延伸閱讀