本研究以PZB服務品質模式、顧客滿意度與忠誠度理論作為基礎,運用重要-表現度分析法(IPA),並設計及分析問卷,調查日本主要三大家網路商城之服務品質、顧客滿意度與忠誠度。主要目的是在探討日本網路商城的服務品質購面對於網路上消費者的滿意度與忠誠度之影響。並運用IPA分析法分析日本網路各商城需要優先改善之項目,改善後以提升日本網路商城的服務品質。所的出的結論為四點: 1.日本整體網路商城的IPA分析顯示問題在於品質管理部分,不論是物流配送或是包裝,都要做嚴格的品質把關,針對此項目做改善,可讓整體商城更加進步。2.對於Amazon網路商城的IPA分析顯示在促銷優惠與維持所有服務的正常運作,就能讓Amazon網路商城整體進步。3.對於Yahoo!Japan網路商城的IPA分析顯示需要讓消費者能簡單且清楚地找到需要的商品;在收不到商品、瑕疵品與個人資料的問題部分則需要做嚴格的品質把關,改善這些問題後便能使Yahoo!Japan更加進步,吸引更多消費者。4.對於樂天網路商城的IPA分析顯示需要改善送出的商品會出現瑕疵品與商品數量不一致的問題,在品質管理上必須做好把關,改善這些問題後便能使樂天網路商城更加進步,吸引更多消費者。
Abstract This study is based on PZB, Customer Satisfaction and Customer Loyalty. Using IPA to design and analyze the questionnaires for investigating service quality and loyalty of the three main online shopping malls in Japan. The main purpose of the study is to explore how the service quality of the online mall in Japan affects the customer’s satisfaction and loyalty. After finding the improvement projects for early implementation, it can improve service quality of the Japan online mall. The conclusion will be separated to four parts as follows: 1. The analysis about online shopping mall in Japan thorough IPA shows the problem lies in the quality management. They should insist on strict quality control to both logistics and packaging. If doing this exactly, it can make progress in service quality of overall mall. 2. The IPA analysis of Amazon Web Marketplace shows that maintain the normal operation of promotion and all services can make advancement in Amazon online store. 3. The analysis of the IPA for Yahoo! Japan Internet Mall shows that consumers need to be able to find the goods simply and clearly. They should insist on strict quality control when the problems take place in the absence of goods, defective and personal information. After solving the problems, it can make Yahoo!Japan more better and attract more costumer. 4. The analysis of the IPA for Rakuten Internet Mall shows that there are some defectives and the quantity of arrival doesn't agree with that of actual receiving. They must insist on strict quality control. After solving the problems, it can make Rakuten Internet Mall more better and attract more costumer.