新聞網站服務品質、顧客滿意度與忠誠度關係之研究

The Relationship among the Service Quality, Customer Satisfaction and Customer Loyalty on Newspaper Websites

池文海(Wen-Hai Chih) ； 楊宗儒(Tsung-Ju Yang) ； 賀春生(Chen-Shen Ho)

《品質學報》 14卷3期 (2007/09) Pp. 285-299

摘要

本研究探討新聞網站服務品質、顧客滿意度與忠誠度間關係，調查357位受測者後發現：(1)新聞網站服務品質包含四構面，分別為「可靠性」、「科技性」、「形象」與「便利性」；(2)「科技性」、「形象」與「便利性」三項構面對顧客滿意度有顯著影響；(3)顧客滿意度對顧客忠誠度有顯著影響；(4)顧客滿意度在服務品質的「科技性」與「形象」兩構面與顧客忠誠度間扮演中介角色；(5)顧客知覺服務品質集群不同，則滿意度與忠誠度有顯著差異。

關鍵字

新聞網站 ； 服務品質 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

The purpose of this study is to investigate the relationship among the service quality, customer satisfaction and customer loyalty on newspaper websites. After an empirical survey of 357 respondents, the results are as follows: First, The service quality of newspaper websites consists of four dimensions, ”reliability”, ”technology”, ”image” and ”convenience”. Second, three dimensions of service quality, including technology, image and convenience, significantly influenced customer satisfaction. Third, customer satisfaction plays an important mediator role between two dimensions of service quality, including technology and image, and customer loyalty. Fourth, customer satisfaction on newspaper websites had positive impact on customer loyalty. Finally, the different groups of users' service quality perception, customer satisfaction and customer loyalty are varied.

並列關鍵字

Newspaper website ； Service quality ； Customer satisfaction ； Customer loyalty

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