政府網站線上服務品質與顧客滿意度關係之研究

The Government Website on-line Service Quality and Customer Satisfaction Relate to its Research

林佳穎(Jia-Ying Lin)

指導教授 ： 皮世明

中原大學/商學院/資訊管理研究所/碩士(2008年)

https://doi.org/10.6840/cycu200800280

摘要

隨著e化政府理念的實施與落實，推動電子化政府政策，來提昇服務品質，強化競爭力是當今各機關積極努力的目標。網際網路可協助企業帶來龐大商機，並可藉由提供服務的過程中，發展出新的經營模式，以提高企業公司競爭力並擴大潛在客戶群。同樣地，政府網站是政府的虛擬展示空間，資訊傳達快速，行銷花費少，經濟效益高。因此，如何善加利用網路技術與行銷服務雙重機制的結合，來塑造一個服務品質滿意度高的全方位政府網站，已是當今各公民營機構努力的重要課題。
本研究藉由以「中科院軍民通用技術服務網」為例，針對使用者對網站的服務功能滿意度做一探討，以瞭解使用者對網站設計、資訊提供與服務功能的評價，並針對問卷所得結果加以分析、探討，期能找出改善網站服務品質的建議，以作為未來政府網站服務品質精進的參考。
本研究採用問卷調查法，以曾經與中科院合作的各公民營機構為研究對象。共收取258份有效問卷進行分析。在資料分析方法上，本研究係採用結構方程模式(Structural Equation Modeling)進行全測分析，「測量模式(Measurement Model) 」則採用驗證性因素分析，用以驗證評估量表的信度及構面效度，以「結構模式(Structural Model) 」，來驗證研究架構的合理性及研究假說。
本研究經實證所得的結果，確立線上服務品質的「介面可使用性」、「資訊品質」、「系統品質」、「可信賴性」與顧客滿意度之間具有正向顯著關係，其中以「介面的可使用性」是影響顧客滿意度最重要的因素。同時在探索性分析中發現，不同產業型態的使用者族群對網站服務品質的滿意度有顯著差異。本研究藉由提出一個在學術上能符合線上服務品質與顧客滿意度的研究架構，加以檢驗，可作為其他相關政府部門網站評估或衡量的參考。而對於建置中的政府網站，可以將評估模式的項目，納入網站規劃階段的參考；並依據使用者對各項目滿意度的比重，以作為政府部門資源投入比例的參考。

關鍵字

政府網站 ； 線上服務品質 ； 顧客滿意度

並列摘要

As with the implementation and fulfillment of the e-Government ideas, The struggling target of our government institutes at present focuses on advancement of the e-Government policy to increase the service quality and strengthen the competitiveness. The internet can assist our enterprises to get more business opportunities, then create a new business model through the process of service supply that can enhance the competitiveness of our enterprises to enlarge the potential customers, and the government website is a virtual show space as well, which fast sending of information, low marketing cost, and economic efficiency can be achieved, therefore, facilitating the website technology and marketing service as dual-mechanism, and formulating a high-quality service and omnidirectional government website are the most important topics for our public-owned and private institutions.
The research adopts “CSIST Dual-Use Technology Service Net” as a example to survey the customer satisfaction with the website services, that can understand user’s evaluation of website design and information provision and service function, then, we can also analyze and research the results of survey in order to find out any suggestions for improvement of website service quality as a reference for the future improvement of service quality in government websites.
The research adopts Q&A method based on the targets of the related public-owned and private institutions that ever cooperated with CSIST before, we receive some 256 valid surveys for analysis. For the data analysis, use “Structural Equation Modeling” to carry on all measurable analysis, and the “Measurement Model” is constructed by Verification factor analysis, that can verify the confidence degree and model effectiveness of the evaluation table, so, use the “Structural Medel” to verify the rational and research hypothesis of our research structure.
The result in this research was gained realistically by revealing positively high relationship upon factors about “usability quality”, “information quality”, “system quality”, and “trust quality” in on-line service quality, among them, “usability quality” is the key factor that influences customer satisfaction. Meanwhile, we find out, in exploration factors, that there are significant differences upon the customer satisfaction with website service survey for users in different enterprises. The research provides a research structure adapted to on-line service quality and customer satisfaction in the field of academics for inspection and evaluation, that is bring as reference for other governments’ website evaluation and measurement, but for the progressive government websites, the evaluation models can be involved in the website planning phase as a reference for government resources investment.

並列關鍵字

customer satisfaction ； government website ； on-line service quality

參考文獻

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