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  • 學位論文

服務品質與信任對顧客忠誠度的影響-以奇摩拍賣網站為例

THE EFFECT OF SERVQUAL AND TRUST ON CUSTOMER LOYALTY—AN EMPIRICAL INVESTIGATION OF YAHOO ONLINE AUCTION

指導教授 : 李賢哲
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摘要


有別於傳統的實體商店,在網際網路的環境中,企業欲在網際網路建立顧客忠誠是更加不易;而虛擬的網路空間中,買賣雙方更需要一個值得信任的交易平台,奇摩致力於提供各項網路服務給使用者,奇摩拍賣網站透過收費機制以提供消費者更優良的服務,以優良的服務品質建立消費者的信任,以提升顧客忠誠度。因此本研究試圖了解目前台灣網拍族對於奇摩網站所提供的拍賣服務對於顧客忠誠度的影響。以曾經使用過奇摩拍賣服務的網友為樣本收集資料,使用AMOS 3.6軟體的結構方程模式分析資料。 本研究實證結果假設一-服務品質對於信任有顯著的正向影響關係-成立,因為消費者知覺到高的服務品質不論在服務的可靠性、回應性、保證性、同理心各方面都可以增加消費者對於該網站的信任程度;假設二-信任對於顧客忠誠有顯著的正向影響關係-成立,是因為當消費者對於該網站所提供的服務產生信任,認為該網站所提供的服務品質與所提供的資訊是可靠的,會增加其對該網站的忠誠度程度;假設三-服務品質對於顧客忠誠有顯著的正向影響關係-成立,是因為當消費者對於該網站所提供的服務產生信任,認為該網站所提供的服務品質與所提供的資訊是可靠的,會增加其對該網站的忠誠度程度。 業者如要提升顧客對於服務品質的認知,應該特別重視服務的保證性、回應性和可靠性,本研究指出消費者對於其服務品質中同理心仍有待補強,所以業者應加強提供更多元的顧客個別化的服務,可以針對交易評價高的消費者給予個別化的服務,以建立本身的競爭優勢。

關鍵字

服務品質 信任 顧客忠誠度

並列摘要


The enterprise is harder to build or maintain the customer’s loyalty on the internet environment than the brick-and-mortar world due to the easy way for consumer to compare any products or services provided by the website. However, bidder or seller needs a reliable transaction platform in the cyber space. Yahoo, on-line auction website provides the superior service by the charge mechanism to build the consumer’s trust and strengthen the customer’s loyalty finally. Therefore, this research attempts to understand the influence on customer's loyalty of service quality provided by Yahoo, Taiwan auction websites. We collected online questionnaires from experienced online bidders and the primary research method is structural equation modeling using AMOS 3.6 method to explore the relationship between the service quality and trust, and to explore the relationship between the trust auction site and customer’s loyalty. The major research conclusions are listed below: To begin with, Hypothesis 1 is supported. The positive relationship is demonstrated between service quality and trust which claims that customer perceived with high levels of service quality have high levels of trust . Secondly, Hypothesis 2 is also supported which indicates that trust has a direct and significant impact on customer’s loyalty which claims that the high level of trust associates with high level of customer’s loyalty. When customer trusts the service quality provided by the websites, they will regard the information or service as reliable and increase the level of customer’s loyalty. Thirdly, the results of the model support Hypothesis 3, which indicates that service quality has a indirect and significant impact on customer’s loyalty. This study points out the weakness of the website’s service quality –Empathy. It needs to offer more personal services to the customer with high rating transactional score. Besides, due to the custom-made service from customer’s data, it is difficult for competitors to imitate by providing the same functional services. Website manager should seek to differentiate themselves from providing custom-made services to build their own competition advantage.

並列關鍵字

LOYALTY SERVQUAL TRUST

參考文獻


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被引用紀錄


吳明鳳(2010)。台灣地區網路消費者購物決策因素研究 ─以社會及心理學取向〔碩士論文,淡江大學〕。華藝線上圖書館。https://doi.org/10.6846%2fTKU.2010.00395
黃俞欣(2008)。行動通信服務業之服務品質、顧客滿意度與顧客忠誠度關係之研究〔碩士論文,淡江大學〕。華藝線上圖書館。https://doi.org/10.6846%2fTKU.2008.01152

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