線上遊戲業者之服務品質與顧客滿意度關係之研究

Abstract

線上遊戲產業是目前國內數位內容發展當中的重點產業，隨著線上遊戲種類越來越多，線上遊戲業者競爭越大。業者要維繫良好的顧客關係以追求持續性的競爭優勢便是重要的課題，因此紛紛提供更符合玩家需要的服務品質（Service Quality）來提高顧客滿意度（Customer Satisfaction）。本研究主要是台灣線上遊戲業者之服務品質及顧客滿意度之間的關係，以台灣線上遊戲玩家為研究對象，以有形性、可靠性、反應性、確實性及資訊品質等五個構面來衡量服務品質，瞭解線上遊戲玩家之人口統計特徵及參與行為之分布情形；並比較不同人口統計特徵、參與行為之線上遊戲玩家，在服務品質變項間的差異情形；以及不同人口統計特徵、參與行為之線上遊戲玩家，在顧客滿意度上的差異情形；同時探討玩家的服務品質、顧客滿意度之關係。 本研究對象為423位線上遊戲玩家，並採問卷調查方式在現場進行問卷調查。根據實際調查所得資料，以描述性統計、因素分析、迴歸分析、單因子變異數分析等進行結果分析，所得結果如下： 1. 不同人口統計特徵之線上遊戲玩家在感受服務品質五構面間有顯著差異，分別為性別、年齡、職業、月收入。 2. 不同人口統計特徵之線上遊戲玩家在顧客滿意度有顯著差異，為年齡。 3. 不同參與行為之線上遊戲玩家在感受服務品質構面間有顯著差異，分別為主要遊戲、每週遊戲次數、遊戲年資、每日遊戲時數。 4. 不同參與行為之線上遊戲玩家在顧客滿意度面間有顯著差異，分別為主要遊戲、每次上線時數、遊戲年資。 5. 線上遊戲玩家對服務品質感受程度及顧客滿意度之間有顯著相關；玩家對服務品質六構面感程度皆對顧客滿意度有顯著正向影響。

Online game industry is the key industry of digital content development in Taiwan. With the increasing categories of the online games, the industry is competitive bitterly. It becomes an important subject that companies keep the relationship with customers in order to establish lasting competitive advantages. Moreover, companies provide higher service quality to reach customer satisfaction. This study discusses the relationship between “service quality” and “customer satisfaction” of online enterprises in Taiwan. The objects of this study are Taiwan online gamers, and this study applies Tangibles, Reliability, Responsiveness, Assurance, and Quality of Information six different respects to judge service quality. It comprehends the consumers’ population statistical characteristics and distributive situation of the participation behavior of the customers, and compares the different situation of the service quality’s variation items, as well as the different situation of the customers on customer satisfaction, and related analysis of the experiences of consumers about the service quality, and customer satisfaction. The objects of this study are 423 consumers of the online game, and use the questionnaire to make the field study. According to the obtainable information, describing the statistics, analysis of element, regression analysis, and analysis of variance to make the analysis of result, we acquire the following outcomes： 1. The different population statistical characteristics of the online gamers show there are conspicuous differences on service quality. They are sex, age, profession, and monthly income. 2. The different population statistical characteristics of the online gamers show there are conspicuous differences on customer satisfaction. It is age. 3. The participation behavior of the online gamers shows there are conspicuous differences on service quality. They are main game, frequency of play per week, seniority, time of play one day. 4. The participation behavior of the online gamers shows there are conspicuous differences on customer satisfaction. They are main game, time of play at a time, seniority. 5. The online gamers show that it’s relative about the service quality’s receptivity and customer satisfaction. There is positive effect for the service quality to the customer satisfaction.