部落格的服務品質與忠誠度之研究

A Study of Service Quality and Loyalty for Blog

葉吉祥(Chi-Hsiang Yeh)

指導教授 ： 洪德俊

國立中央大學/管理學院/企業管理學系/碩士(2006年)

摘要

網際網路的興起帶動了服務的E化，各式部落格也紛紛出現。部落格藉由提供符合需要的服務，以提昇顧客的滿意度、信任感與忠誠度，進而強化其網頁本身的到訪率，以期在眾多的部落格網頁架設中脫穎而出。本研究利用線性結構關係模式進行分析，目的在探討部落格之服務品質對顧客滿意度、信任感的影響，進而提昇顧客的忠誠度。

本研究採問卷調查以進行實證研究並依問卷回收之資料進行統計分析，而樣本為使用Blog服務之顧客，經由套裝軟體STATISTICA進行分析，以了解服務品質、顧客滿意度、顧客信任感與顧客忠誠度四者之關聯性。

本研究經實證研究後之發現如下：
假設一、部落格之服務品質會顯著正向影響顧客滿意度。
假設二、落格格之服務品質會顯著正向影響顧客信任感。
假設三、顧客滿意度會顥著正向影響顧客忠誠度。
假設四、顧客信任感會顥著正向影響顧客忠誠度。

關鍵字

忠誠度 ； 服務品質 ； 部落格

並列摘要

The rise of the internet network drives e-service, and all kinds of Blog thrive in recent years. Blog advance the customer satisfaction, trust and loyalty by offering the service of meeting customer’s needs, then strengthen one’s own competition advantage, expect to show one’s talent in the blooming internet environment. This research executes statistics analysis by using linear structure relationship (LISREL), and focus on the different effects among Blog’s service quality, and customer satisfaction, and trust , then improving customer loyalty.

This research takes Blog as target, try to discuss the relationship among service quality, customer satisfaction, customer trust and customer loyalty. We hope the findings of this research can do some help to the Blog service environment.

The major research conclusions are listed below:
To begin with, Hypothesis 1 is supported. The positive relationship is demonstrated between service quality and customer satisfaction. Secondly, Hypothesis 2 is also supported which indicates that service quality has a direct and significant impact on the customer trust. Thirdly, the results of the model support Hypothesis 3 , which indicates that customer satisfaction has a direct and significant on customer loyalty.
Finally, there is significant positive correlation between customer trust and customer loyalty.

並列關鍵字

Service Quality ； Blog ； Loyalty

參考文獻

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