電子商務網站服務品質、顧客滿意與顧客忠誠之研究 – 以PChome為例

A Study on Service Quality, Customer Satisfaction, and Customer Loyalty – The Case of PChome

林益陞(YI-SHEN LIN)

指導教授 ： 楊凱富 ； 楊浩偉

朝陽科技大學/人文暨社會學院/應用英語系/碩士(2018年)

摘要

本研究在探討服務品質、顧客滿意度、顧客忠誠度與企業形象之間的影響。首先透過文獻探討，蒐集國內外相關理論以及文獻，歸納出他們之間有顯著正相關，並引用數位學者所提出之理論，構面，編製出本研究之問卷作為研究之工具。本研究以曾經在PChome網站消費過的消費這為施測對象，並發出250份問卷，實際回收225份。除此之外，利用描述性統計、因素分析、信效度分析、迴歸分析並針對調查資料進行統計分析。本研究結果如下:
H1:服務品質對顧客滿意度有顯著正相關。
H2:顧客滿意度對顧客忠誠度有顯著正相關。
H3:服務品質對顧客忠誠度有顯著正相關。
H4:企業形象在服務品質與顧客滿意度之間有顯著正相關。
最後，本研究依照結果提出建議。
關鍵字: 服務品質、顧客忠誠度、顧客滿意度、企業形象。

關鍵字

服務品質 ； 顧客忠誠度 ； 顧客滿意度 ； 企業形象

並列摘要

This study examines the relationships of service quality, customer satisfaction, customer loyalty and corporate image. Through the literature review, relevant theories and literature abroad was collected, concluding that there is a significant positive correlation between service quality, customer satisfaction, customer loyalty and corporate image. Moreover, making use of a questionnaire as a research tool, this study refers to the theoretical constructs proposed by several scholars. This study used the consumer spending on the PChome website as the test object, and issued 250 questionnaires, actually collecting 225 valid copies. In addition, this research uses descriptive statistics, factor analysis, reliability and validity analysis, regression analysis and statistical analysis of the survey data. The hypotheses of this study are as follows:
H1: Service quality has a positive impact on customer satisfaction.
H2: Customer satisfaction has a positive effect on customer loyalty.
H3: Service quality has a positive impact on customer loyalty.
H4: Corporate image has a positive effect between service quality and customer satisfaction. Finally, the research makes recommendations based on the results.
Keywords: Service Quality, Customer Satisfaction, Customer Loyalty, Corporate Image

並列關鍵字

Service Quality ； Customer Satisfaction ； Customer Loyalty ； Corporate Image

參考文獻

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Anderson, E.W. & Sullivan, M.W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), Spring.

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Arikan, E., & Güner, S., (2013). The Impact of Corporate Social Responsibility, Service Quality and Customer-company Identification on Customers. Procedia - Social and Behavioral Sciences, 99, 304-313.