應用E-RecS-Qual探討線上服務品質補救對忠誠度之影響

APPLYING E-RecS-QUAL SCALE TO ASSESS THE EFFECTS OF E-SERVICE QUALITY RECOVERY ON E-LOYALTY

潘柏全(Bo-Chuan Pan)

指導教授 ： 楊浩二

大同大學/經營設計學院/事業經營學系所/碩士(2010年)

摘要

由於服務的不可分割性、無形性與變動性，服務失敗難以避免(Levesque and McDougall, 2000)。Meuter et al. (2000)指出顧客不滿的數量是值得注意的。這些服務失誤將導致網站每年損失逹數十億美元(Rust and Lemon, 2001)。因此本研究探討線上服務補救對線上忠誠度之影響，並探討信任、線上滿意度與企業形象之中介效果。
本研究樣本以網路問卷方式蒐集，應用E-RecS-Qual量表來測量線上服務補救；我們採用AMOS 6.0統計軟體，應用結構方程式模型(Structural Equation Modeling, SEM)來分析個構念之關係。
研究結果顯示線上服務補救對線上忠誠度、線上滿意度、信任與企業形象有正向影響；線上滿意度、信任與企業形象與線上忠誠度有正向影響；線上滿意度、信任與企業形象在線上服務補救與線上忠誠度之間有中介效果。
此外，由於部分樣本並沒有真實的線上服務補救經驗，是在問卷提供情境的條件下來作答，因此可能會影響到研究解果。最後，研究中發現，線上滿意度、信任與企業形象是消費者接受線上服務補救後，還要保持線上忠誠度的先行指標，所以對網站經營者來說，在做到完善的線上服務補救之後，想要讓消費者持續保有線上忠誠度，首先要做到的就是要滿足消費者的線上滿意度，與對網站的信任和好的企業形象。

關鍵字

E-RecS-Qual ； 線上服務補救 ； 線上忠誠度

並列摘要

Services are inseparability, intangibility and variability; it’s difficult to avoid service failure (Levesque and McDougall, 2000) and the number of on-line customers with dissatisfied experience is notable (Meuter et al. 2000). These unsatisfying service encounters cause annual Web sales losses of several billion dollars per year (Rust and Lemon, 2001). This study discusses the effects of on-line service recovery on on-line loyalty, and explores the mediating effects of trust, on-line satisfaction and corporate image in the on-line service recovery environment.
The study sample was collected using the Internet survey. We applied E-RecS-Qual scale to measure the on-line service recovery. We adopt AMOS 6.0 to analyze a structural equation model and to estimate relationships among all dimensions.
The results showed that on-line service recovery has positively increased on-line loyalty, on-line satisfaction, trust and corporate image; on-line satisfaction, trust and corporate image can positively increase on-line loyalty; on-line satisfaction, trust and corporate image have mediating effect between on-line service recovery and on-line loyalty.
Besides, part of the samples did not experience a true on-line service recovery, and the conditions of the situation are provided for the subjects to answer, so the study results may be affected. Finally, we found that on-line satisfaction; trust and corporate image are the antecedents for the on-line loyalty after consumers accepted the on-line service recovery. Therefore, it’s the first thing for site operators to fulfill the on-line satisfaction, trust and corporate image after the thoughtful on-line service recovery if they want to let consumers to keep the on-line loyalty.

並列關鍵字

On-line loyalty ； On-line service recovery ； E-RecS-Qual

參考文獻

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