線上遊戲之服務品質與顧客忠誠度之關係

An Empirical Study of the Relationship between Service Quality and Customer Loyalty in On-Line Game

許欽嘉(Chin-Chia Shu) ； 許成輝(Cheng-Huei Shiu) ； 簡雅玲(Ya-Ling Chian) ； 張雅君(Ya-Chuen Jang)

《興國學報》 4期 (2005/07) Pp. 235-251

https://doi.org/10.29950/JHKUM.200507.0016

摘要

由於網際網路的蓬勃發展，加上高速寬頻網路的普及，使得台灣的線上遊戲產業日趨成熟，消費者對服務品質需求也與日俱增，因此，如何從競爭激烈的環境中脫穎而出，並維持良好的服務品質以建立消費者對線上遊戲的忠誠度，並專注於建立長期與有利可圖的顧客關係，以創造出忠誠的顧客，是目前線上遊戲業者的重要課題。因此，本研究旨在探討線上遊戲的服務品質及顧客忠誠度之間的關係，同時並試圖瞭解服務品質與顧客忠誠度是否會受消費者不同的人文特質所影響。因此，本研究利用實地訪談的方式，總共發出500份問卷，並使用SPSS等統計工具進行迴歸及變異數等資料分析，期能瞭解線上遊戲之消費者行為，並根據分析結果，提供線上遊戲業者於規劃遊戲服務品質系統決策時，給予適當的建議，使線上遊戲之服務品質發揮最大功效以提升顧客忠誠度。本研究提出五個服務品質指標，經過因素分析的彙整及刪減後產生：「勝任性」、「有形性」、「可接近性」、「反應性」等四個服務品質之構面。而研究結果發現「勝任性」、「有形性」、「反應性」等三項與顧客忠誠度之關係是呈顯著的相關。

關鍵字

線上遊戲 ； 服務品質 ； 顧客忠誠度 ； PZB模式

並列摘要

Due to internet advance and universal use of high-speed wideband network, make the on-line game industry of Taiwan been gradually maturing, the consumer also increases with demand to the service quality, therefore, how outshine others from the environment competing vehemence, and maintain the good service quality to build up the consumer loyalty for on-line game, and be absorbed in the long-term and profitable customer relation of the establishment, to create the honest customer, is important topic of the on-line game operator currently. The aim of this research is to inquire into the relation between service quality in on-line game and consumer loyalty and to determine whether service quality and consumer loyalty will be affected by various consumer characteristics. This research made use of the approach of on-the-spot interview; we sent out a total of 500 questionnaires, and useful samples. We also made use of the SPSS softward to carry out the data analysis such as regression and analysis of variance (ANOVA). We wishing understanding the consumer behavior of on-line game, and according to analyze the result, provide the on-line gamer operator while programming the game service quality system makes policy, give appropriate suggestion, make the service quality of the on-line game of the service quality develops the biggest effect to promote the customer loyalty. This research puts forward five service quality index signs, compiling and deleting analytically through factor whole behind produce: The factor of four service qualities of ”be competent sex”, ”having material form”, ”approachability”, ”reaction”…ect. The research finds three relations of the items and the customer loyalties of ”competence”, ”having material form”, and ”reaction” to present obvious and related.

並列關鍵字

On-Line Game ； Service Quality ； Customer Loyalty ； PZB Model