國內網路書店服務品質衡量之研究

A Study on Service Quality of Domestic on-line Bookstores

黃森和(Sen-Ho Huang)

指導教授 ： 許昭銘 ； 吳傳春

崑山科技大學/商業管理學院/企業管理研究所/碩士(2005年)

摘要

Parasuraman、Zeithamel及Berry在1985年文章中曾說：「對產品品質的知識，不足以瞭解服務品質」，因而將服務品質從產品品質中獨立出來。同樣的，本研究想把網路書店網站服務品質從服務品質的研究領域中獨立出來的理由也是一樣的。因為網際網路環境與我們所處的實體環境不同，因此我們不能直接將傳統服務業所得到的構面，用來放在線上服務的環境?。因此，確實有對網路書店網站服務品質予以獨立研究的必要。
本研究主要探討網路書店消費者「預期服務水準」與「認知服務水準」間有無顯著差異，並發展衡量網路書店認知服務品質構面，瞭解網路書店之認知服務品質與顧客滿意度間之關係。研究結果顯示網路書店消費者「預期服務水準」與「認知服務水準」間呈現顯著差異；並透過因素分析萃取出「安全性、便利性、即時溝通、互動性」等四個構面；從研究中發現網路書店之認知服務品質與顧客滿意度亦呈現顯著相關。
本研究將服務品質的研究延伸至網路書店，提供學術界由另一個角度，來衡量網路書店的效益。對實務界而言，本研究所發展出的服務品質衡量構面，可以作為網路書店經營者在建構各項線上服務時之參考。

關鍵字

顧客滿意 ； 服務品質 ； 網路書店

並列摘要

In the article of 1985, Parasuraman, Zeithamel and Berry have said, “ It’s insufficient to understand the service quality on the base of product’s quality.” So they divided service quality from the product quality. Similarly, the research want to divide the service quality of on-line bookstores from the product quality. Because there is different between reality and the Internet world, so we couldn’t apply the traditional service trades to the Internet business. Therefore, it’s necessarily to separate the service quality from the product quality in the on-line bookstores.
The primary purpose of the research is to explore whether there is significant difference between “exception of service” and “perception of service” of on-line bookstores customers, and to develop the dimensions of measuring on-line bookstores perception service of quality, and to understand the relationship of on-line bookstores perception of quality and the customer satisfaction. The research results show the there is significant difference between “exception of service” and “perception of service” of on-line bookstores customers; By means of the factor analysis we get the four dimensions of the scale which included security, convenience, immediacy communication, interaction. There is also significant relationship between on-line bookstores perception service of quality and the customer satisfaction.
The research extends the service quality to the on-line bookstores in order to provide another viewpoint the academic to measure the benefit of the on-line bookstores. To business, the research of this service quality model can provide on-line bookstores operators with good information.

並列關鍵字

Service of quality ； Customer Satisfaction ； On-line bookstores

參考文獻

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[2] Parasuraman A., Valarie A. Zeithaml, and Leonard L. Berry, “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, Vol.49 , (Fall 1985), pp.41-50.

[3] Parasuraman A., Valarie A. Zeithaml, and Leonard L. Berry, “Communication and control process in the delivery of service quality,” Journal of Retailing,Vol.52 No.2,1988,pp.35-48.

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[8] Parasuraman A., Valarie A. Zeithaml, and Leonard L. Berry, “The Behavioral Consequences of Service Quality,” Journal of Marketing, Vol.60 (April 1996), pp.31-46.