購物網站服務品質、顧客滿意度與顧客忠誠度關係之研究-以Yahoo!奇摩購物中心為例

Abstract

電子商務模式隨著上網人口增加及消費者購買習性轉變，已有愈來愈多人透過網路購物，購物網站本身帶來無限商機，在競爭的環境下，業者須提升服務品質才能確保自身的競爭優勢。此外，業者如何留住客戶，顧客滿意度與顧客忠誠度都是非常關鍵的因素。而網路購物的相關議題也被廣為探討。因此本研究探討購物網站服務品質對顧客滿意度及忠誠度之間之關係，並依造結果提供給購物網站行銷策略方面的建議

本研究以Yahoo!奇摩購物中心為例,採用網路問卷進行資料蒐集，有效問卷共計391份，利用信度分析、變異數分析、迴歸分析進行檢定。

本研究使用Parasuraman, A., Zeithaml V.A., and Malhotra, A.（2002）提出的e-SERVQUAL量表。來衡量消費者對購物網站服務品質與顧客滿意度忠誠度之關係。研究結果顯示，服務品質的「可靠」、「隱私」、「補償」、「聯繫」對於「顧客滿意度」具有顯著的正相關，購物網站的「顧客滿意度」對消費者之「顧客忠誠度」呈現顯著正相關。

Ｍost of people purchase the goods in the online shopping caused e-commerce prosperously,the business from online shopping is unlimited .In such competitive market ,firms need to increase service in order to assure their competitive advantage .Besides the customer satisfaction and customer royalty is also the key factors to retain the customers. This study examines the relationship among Service Quality, Customer Satisfaction and Customer Royalty of e-shopping, in order to provide suggestion of marketing strategy for shopping website.

We take the Yahoo! shopping website for example,and collect the data from on-line servey,use reliability analysis, ANOVA ,regression analysis to test the hypothesis.

This study use the e-SERVQUAL model to measure the the relationship among Service Quality, Customer Satisfaction and Customer Royalty of e-shopping. The result indicates four dimentions of the service quality- reliability, privacy, responsiveness, contact-are positive related to customer satisfaction.And the customer satisfaction of shopping website is positive related to customer royalty.