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

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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

尤奕清 , Masters　　Advisor：李賢哲　　

英文

服務品質；信任；顧客忠誠度； LOYALTY ； SERVQUAL ； TRUST

Abstract │ Reference (26) │ Times Cited (2) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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.

Reference ( 26 ) 〈TOP〉

Anderson, Erin W. “Cross-Category Variation in Customer Satisfaction and Retention.” Marketing Letters 5, no.1 (1994): 19-30.
連結：
Anderson, Erin W., Claes Fornell, and Donald R. Lehmann.“Customer Satisfaction,Market Share, and Profitability: Findings from Sweden.” Journal of Marketing 58 (July 1994): 53-66.
連結：
Anderson, Erin W. and V. Mittal.“Strengthening the Satisfaction-profit Chain.” Journal of Service Research 3 (2000):107-120
連結：
Anderson, James C. and David Gerbing. “Structural Equation Modeling in Practice: A Review and Recommended Two Step Approach.” Psychological Bulletin 103 (May 1988): 411-423.
連結：
________ and James A. Narus. “A Model of Distributor Firm and Manufacturer Firm Working Partnerships.” Journal of Marketing 54 (January 1990): 42-58.
連結：

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