3C產業多重通路─服務品質、滿意度及忠誠度關係之研究

3C industry with multi-channels: the research in relationships of service quality, customers’ satisfaction, and customers’ loyalty

簡嘉宏(Jia-hong Jian)

指導教授 ： 洪德俊

國立中央大學/管理學院/企業管理學系/碩士(2014年)

摘要

隨著科技，3C產業蓬勃發展，許多消費者能透過不同通路管道如：實體店舖（3C賣場）或虛擬店舖（3C購物網站）購買其所需的3C產品，消費者們可以實際到3C賣場購買或透過購物網站下單取得商品外，近期崛起的行動裝置如平板電腦、智慧型手機，在行動裝置上的App商店更是一個創新的通路平台，影響我們的生活習慣，消費者陸陸續續地置換傳統手機及購買平板電腦，每天會隨身攜帶行動裝置如一支智慧型手機，能隨時隨地處理文件、享受影音娛樂、購物等行為。
許多3C公司紛紛嗅到此商機，開發出屬於自己的App應用程式，試圖貼近消費者的需要，這些公司將自己的App應用程式放在應用程式市集中，提供免費下載或付費下載的方式，吸引消費者注意到行動App這個新通路，爾後身為消費者的我們，有了更多通路管道可以選擇，不管是3C公司的傳統實體通路或是購物網站甚至是使用公司擁有的行動App都能夠買到3C商品。
因此本研究以一家3C公司旗下三種不同通路所屬的服務品質、顧客滿意度、顧客忠誠度，從研究中探究各通路三者關係為何，進而衍伸研究至各通路間的顧客滿意度、忠誠度間有無關係。以網路及書面問卷的調查方式，共蒐集348 份有效樣本，經由統計軟體及結構方程模式的分析，發現各通路的顧客滿意度的確扮演著該通路的服務品質與顧客忠誠度的中介角色時，透過顧客滿意度使服務品質對顧客忠誠度產生正向影響。
在各通路滿意度轉換的部分發現：從賣場的顧客滿意度能正向影響著購物網站的顧客滿意度同時轉換到行動App的顧客滿意度，也發現購物網站的顧客滿意度在賣場與行動App的顧客滿意度轉換間擔任中介角色。另外在各通路忠誠度轉換的部分發現：從賣場的顧客忠誠度未能完全正向影響著購物網站的顧客忠誠度，不過購物網站的顧客忠誠度能正向影響3C行動App的顧客忠誠度，也發現購物網站的顧客忠誠度在賣場與行動App的顧客忠誠度轉換間擔任中介角色。也發現性別對於3C購物網站的顧客滿意度、忠誠度有顯著差異以及有無使用過App對於3C行動App的服務品質也有些差異，本研究依據實證結果提出結論與管理意涵。

關鍵字

3C產業 ； 實體通路 ； 虛擬通路 ； 賣場 ； 購物網站 ； 行動App ； 服務品質 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

With the high development, 3C industry flourishes vigorously. A large number of customers can purchase 3C products they needed through different channels such as a physical channel 3C marketplace, and a virtual channel 3C shopping website. Customers would buy goods in 3C marketplace in person or place orders on shopping website. Recently, the mobile devices like Tablet PCs and smart phones generate excitement, and an App store on mobile devices is an innovative channel impacting our lifestyle. Consumers continually transfer from type phones to smart phones and buy Tablet PCs; moreover, they bring mobile devices such as smart phones with them in order to process papers, enjoy media, and shop etc.
Numerous 3C companies sequentially smell blood in the water consumers using mobile devices. 3C companies develop their own Application programs and attempt to get close with consumers’ need. These companies put their own Application programs on Application markets; additionally, they offer free-download or paid-download to attract consumers’ notice of the new channel-mobile App. Therefore, we consumers have much more channels to choose and buy 3C goods through 3C companies’ traditional physical-channel, the Internet, or even their own mobile App.
This study focuses on that a 3C company with three different channels and each channel have different service quality, customers’ satisfaction and customers’ loyalty. This study discovers the relationships of these three variances and in further explores whether each channel’s customers’ satisfaction and customers’ loyalty has relationship or not. Making use of internet and paper survey collects 348 effective samples. By way of statistic software and SEM analysis, the statement of this study detects that customers’ satisfaction on every channel acts mediator and has a positive effect between service quality and customers’ loyalty.
Discovering the transition of satisfaction in three channels, we found that customers’ satisfaction on 3C marketplace positively affects customers’ satisfaction on 3C shopping website and further transfers to customers’ satisfaction on 3C mobile App. We also unveiled customers’ satisfaction on 3C shopping website between customers’ satisfaction on 3C marketplace and customers’ satisfaction on 3C mobile App successfully acts a mediator and positively cause customers’ satisfaction on 3C marketplace to convert to customers’ satisfaction on 3C mobile App.
Additionally, the transition of loyalty in three channels, we found that customers’ loyalty on 3C marketplace insignificantly affects customers’ loyalty on 3C shopping website but customers’ loyalty on 3C shopping website also positively influences customers’ loyalty on 3C mobile App.In this study, we unveiled customers’ loyalty on 3C shopping website between customers’ loyalty on 3C marketplace and customers’ loyalty on 3C mobile App successfully acts a mediator and positively cause customers’ loyalty on 3C marketplace to convert to customers’ loyalty on 3C mobile App.
Similarly, this study found one result that males and females have significantly different levels of satisfaction and loyalty in 3C website. Another result is that having used or having not used App has remarkable discrepancy in service quality of 3C mobile App. Finally, the research also provides further conclusions and managerial implications.

並列關鍵字

3C industry ； physical channel ； virtual channel ； marketplace ； shopping website ； mobile App ； service quality ； customers’ satisfaction ； customers’ loyalty

參考文獻

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