政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/120908
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113318/144297 (79%)
Visitors : 51097567      Online Users : 912
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version
    政大典藏 > College of Commerce > MBA Program > Theses >  Item 140.119/120908


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/120908


    Title: 多通路模式下服務品質之探討 : 以T公司為例
    Study of service quality under multi-channel: a study of company T
    Authors: 蘇莉雯
    Su, Li-Wen
    Contributors: 羅明琇
    Lo, Ming-Shiow
    蘇莉雯
    Su, Li-Wen
    Keywords: 多通路模式
    虛擬服務
    實體服務
    服務品質
    傢俱零售業
    Multi-channel
    Physical service
    Virtual service
    Service quality
    Furniture industry
    Date: 2018
    Issue Date: 2018-11-09 15:57:02 (UTC+8)
    Abstract: 在網路未流行時期 （1990年代以前），零售商透過實體店面販售產品，消費者至實體店面選購產品。零售商僅需執行單一通路的管理活動，透過實體店面互動維繫顧客關係。隨著網際網路的興起（1990年代），許多零售業者受到網際網路的高度彈性與開放性所吸引，不僅增加商品品項，同時也透過網路拓展新的市場，此外，為了迎合消費者消費習慣的轉變，紛紛進入虛擬通路販售商品，不斷提供創新的服務。

    現今，許多企業均有自己的官方網站提供消費者透過網路購買商品。傳統零售商經營實體店面（Brick-and-mortar）拓展其實體店面的銷售活動並放置到網路上，形成多通路的商家（Click-and-mortar），進而也產生截然不同的商業模式，消費者習慣的轉變以及網路為零售業者帶來的優勢使得多通路商家（Click-and-mortar）逐漸被重視，從近年來的研究報告也多從討論純電商（Web-based firms）轉變為探討多通路商家（Click-and-mortar）的商業模式。

    由經營實體通路進入市場的零售商在實體通路的基礎建設與管理活動累積多年經驗，藉此基礎發展線上商店，透過多通路之間實體服務與虛擬服務的整合使得零售商能夠找出通路之間的綜效，而電商市場中能夠帶給消費者良好實體服務的零售商，卻未必能在虛擬服務中帶給消費者同樣良好的消費體驗，因此本研究針對選定的零售商，探討如何衡量實體通路及虛擬通路的服務品質，並針對整合的服務品質做討論。零售商必須考慮到當在經營線上商店時，線上活動將侵蝕線下營運，內部管理資源及銷售量的表現均可能受到侵蝕，網路的確可能和原有通路會相互牴觸，因此，同時經營實體店面及線上商店的零售商，必須正視網路通路特殊的特性，協調網路和線下通路，重視多通路的整合問題。多通路模式下，實體通路和虛擬通路應有良好的搭配，致力於讓消費者選擇自己偏好的購買管道，消費選擇的彈性較大進而提升消費者的購物體驗，優化服務品質進一步達成提升業績並提高消費者的信任。

    本研究選擇傢俱產業的原因為，網路已經成為零售商的必要通路之一，在化妝品、小型家電及書籍方面，多已藉由網路通路拓展消費範圍及客群；但在傢俱產品，卻仍少看到在網路上面有顯著發展的店家，此現象可以首先由傢俱產品的特性是否適合進入網路通路，決定進入網路通路後，則可以透過分析實體通路與虛擬通路之間不同的特性與功能，影響企業在多通路模式中的運作。最後，進而探討在傢俱產業中，實體通路服務品質與虛擬通路服務品質是不是有良好表現以及是否能有效的整合。本研究採用個案研究法，首先透過文獻探討以整理出研究的架構，配合國內傢俱行作為研究個案，以進行調查。透過實際案例深入討論，整理傢俱行在進入多通路模式時面臨的困難點，並了解出個案企業中採行何種管理活動因應多通路模式，以持續優化消費者在通路中的消費體驗，進而能夠有效率的傳遞價值給顧客。並希望此研究能夠對其他傢俱零售商或其他產品的零售商欲經營多通路模式時作為參考。
    When the Internet wasn’t popular, retailers sold products through physical stores. Retailers manage activities to maintain customer relationships through single channel. With the rise of the Internet, many retailers are attracted by high flexibility and openness of the Internet, not only to increase merchandise but also to expand new markets. In addition, because of the change of customers’ behavior, they have entered the virtual channel to sell goods and continue to provide innovative services.
    Now, many companies have their own official website that provides consumers purchasing goods online. Traditional retailers (Brick-and-mortar) expand their physical store activities and place products on the Internet to form a multi-channel merchant (Click-and-mortar), which creates a completely different business model for consumers. The shift of habits and advantages that the Internet brings to retailers have led to the increasing importance of Click-and-mortars, and more paper have start to discuss about Click-and-mortar business model.

    Through the integration of physical services and virtual services between multiple channels, retailers find the synergy by running multi-channel stores. The retailers can bring good physical services to consumers doesn’t mean it can bring the same good consumer experience via virtual channel. Therefore, this study is about how to measure the service quality of physical and virtual channels, and discussion of integrated service quality for selected retailers. When operating online stores, online activities will erode offline operations, internal management resources and sales performance. Multi-channel retailers must understand the special characteristics of the Internet and focus on channels integration issues. In the multi-channel model, the physical stores and the virtual shops should have a good match. Retails are committed to let consumers choose their preferred channel to enhance shopping experience. Retails optimize service quality which aims to enhance sales revenue and improve consumer trust.

    For e-commerce, cosmetics, small household appliances and books are the main items. However, about furniture products, it is rare to see significant development on the Internet. This phenomenon can be firstly determined by whether the characteristics of the furniture product are suitable for entering the Internet. After becoming multi-channel retails, we analyze how the difference of features and functions between physical and virtual channel affect the operation. Finally, it is about whether the quality of physical services the virtual services in the furniture industry are well represented and can be effectively integrated. This study uses a case study method. First, the research structure is based on literature review and domestic furniture industry is used as a case. Through in-depth discussion of actual cases, we will sort out the difficulties faced by furniture companies in entering the multi-channel mode, and understand what kind of management activities are adopted in case to respond to the multi-channel model to continuously optimize the consumer experience in the channel. The research will serve as a reference for other furniture retailers or retailers of other products to operate in multi-channel model.
    Reference: 王傳宏. (2016). 阿里為何不再做「電商」？| 馬雲演講全文. 每日頭條.
    尼爾森市場研究公司. (2017). 尼爾森：消費者購物虛實整合 全通路策略有助拓展商機 [Press release]
    行政院勞動部統計處. (2016). 中華民國行業目錄指南.
    何佩珊. (2018). 電商平台都愛它，為什麼生活居家品類成市場新寵. 數位時代.
    林其泉. (2012). 林其泉. (經營管理碩士學程), 國立台灣政治大學, 台北市.
    美國人口普查局. (2016). E-commerce Report.
    財團法人資訊工業策進會產業情報中心. (2015). 年度產業報告. Retrieved from
    陳正和. (2010). 台灣實木家具產業變遷的研究. 樹德科技大學建築與環境設計研究所碩士論文.
    陳殿禮, 張若涵, & 林于倩. (2012). 台灣傢俱實體通路演變與發展. 台灣感性研討會國立臺北科技大學.
    陳鈺婷. (2007). 實體與虛擬通路顧客購物價值之比較及其對通路選擇影響之研究. 國立高雄第一科技大學-行銷與流通管理研究所.
    陳靜. (2018). “新零售” 模式下义乌电子商务发展探究. 合作经济与科技(8), 110-111.
    廖國鋒, & 溫淑雲. (2011). 通路多重特性對消費者知覺與購買意願影響關係之研究. Taiwan Textile Research Journal, 21(3), 56-70.
    劉冰玉, & 孫麗梅. (2015). 電子商務案例分析. 台北市: 元華文創股份有限公司.
    鄭夏蓮. (2012). 網路銷售虛實通路整合之研究—以台灣家具零售業為例. 逢甲大學電子商務碩士在職專班碩士論文.
    Alderson, W. (1957). Marketing behavior and executive action.
    Ansari, A., Mela, C. F., & Neslin, S. A. (2008). Customer channel migration. Journal of Marketing Research, 45(1), 60-76.
    Barnes, S. J., & Vidgen, R. T. (2002). An integrative approach to the assessment of e-commerce quality. J. Electron. Commerce Res, 3(3), 114-127.
    Benedicktus, R. L., Brady, M. K., Darke, P. R., & Voorhees, C. M. (2010). Conveying trustworthiness to online consumers: Reactions to consensus, physical store presence, brand familiarity, and generalized suspicion. Journal of Retailing, 86(4), 322-335.
    Berger, A. A. (2004). 媒介與傳播研究方法：質化與量化研究途徑. 台北: 風雲論壇出版社.
    Bolton, R. N., & Drew, J. H. (1991). A multistage model of customers` assessments of service quality and value. Journal of consumer research, 17(4), 375-384.
    Brynjolfsson, E., Hu, Y., & Rahman, M. S. (2009). Battle of the retail channels: How product selection and geography drive cross-channel competition. Management Science, 55(11), 1755-1765.
    Burke, R. R. (2002). Technology and the customer interface: what consumers want in the physical and virtual store. Journal of the Academy of Marketing science, 30(4), 411-432.
    Calfee, J. E., & Ford, G. T. (1988). Economics, information and consumer behavior. ACR North American Advances.
    Campbell, A., Leister, M., & Zenou, Y. (2017). DP12326 Word of Mouth Communication and Search.
    Cao, L., & Li, L. (2015). The impact of cross-channel integration on retailers’ sales growth. Journal of Retailing, 91(2), 198-216.
    Chan, P. S., & Pollard, D. (2003). Succeeding in the dotcom economy: Challenges for brick & mortar companies. International Journal of Management, 20(1), 11.
    Chen, S. (2003). The real value of ‘e-business models. Business Horizons, 46(6), 27-33.
    Chen, Z., & Dubinsky, A. J. (2003). A conceptual model of perceived customer value in e‐commerce: A preliminary investigation. Psychology & Marketing, 20(4), 323-347.
    Chiang, K.-P., & Dholakia, R. R. (2003). Factors driving consumer intention to shop online: an empirical investigation. Journal of Consumer psychology, 13(1), 177-183.
    Cox, D. F. (1967). Risk taking and information handling in consumer behavior. Boston : Harvard University Press, 34-81.
    Earl, M. J. (2000). Evolving the e‐business. Business Strategy Review, 11(2), 33-38.
    Eighmey, J., & McCord, L. (1998). Adding value in the information age: Uses and gratifications of sites on the World Wide Web. Journal of business research, 41(3), 187-194.
    Eisenhardt, K. M. (1989). Building theories from case study research. Academy of management review, 14(4), 532-550.
    Enders, A., & Jelassi, T. (2000). The converging business models of Internet and bricks-and-mortar retailers. European Management Journal, 18(5), 542-550.
    Frazier, G. L. (1999). Organizing and managing channels of distribution. Journal of the Academy of Marketing science, 27(2), 226-240.
    Geyskens, I., Gielens, K., & Dekimpe, M. G. (2002). The market valuation of internet channel additions. Journal of marketing, 66(2), 102-119.
    Gulati, R., & Garino, J. (2000). Get the right mix of bricks & clicks. Harvard Business Review, 78(3), 107-114.
    Halzack, S. (2015). From new mobile offerings to a potential off-price business, a look at what’s in store for Macy’s. Washington Post(January 13).
    Hayes, R. H. (2002). Challenges posed to operations management by the “new economy”. Production and Operations Management, 11(1), 21-32.
    Haynes, P. J., & Taylor, V. A. (2006). An examination of strategic practices in online retailing. Journal of Internet Commerce, 5(3), 1-26.
    Hübner, A., Holzapfel, A., & Kuhn, H. (2016). Distribution systems in omni-channel retailing. Business Research, 9(2), 255-296.
    Kirmani, A., & Zeithaml, V. (1993). Advertising, perceived quality, and brand image: Hillsdale, NJ: Lawrence Erlbaum Associates.
    Klein, L. R. (1998). Evaluating the potential of interactive media through a new lens: Search versus experience goods. Journal of business research, 41(3), 195-203.
    Kleinlercher, K., Emrich, O., Herhausen, D., Verhoef, P. C., & Rudolph, T. (2018). Websites as Information Hubs: How Informational Channel Integration and Shopping Benefit Density Interact in Steering Customers to the Physical Store. Journal of the Association for Consumer Research, 3(3), 330-342.
    Kushwaha, T., & Shankar, V. (2007). Single channel vs. multichannel customers: determinants and value to retailers. Working Pper, Texas A&M University, College Station, TX, 77845.
    Lee, Y., & Kozar, K. A. (2006). Investigating the effect of website quality on e-business success: An analytic hierarchy process (AHP) approach. Decision support systems, 42(3), 1383-1401.
    Levy, R., & Nilson, S. (1999). ""Who’s minding the online shop?’’. Target Marketing, 22(10), 192-194.
    Mącik, R., Mazurek, G., & Mącik, D. (2012). Channel Characteristics Influence on Physical vs. Virtual Channel Choice for Information Search and Purchase–The Case of Polish Young Consumers.“. International Journal of Cyber Society and Education, 5(1), 35-54.
    Menor, L. J., Tatikonda, M. V., & Sampson, S. E. (2002). New service development: areas for exploitation and exploration. Journal of Operations Management, 20(2), 135-157.
    Mittal, B., & Sheth, J. N. (2001). ValueSpace: Winning the Battle for Market Leadership. McGraw Hill Professional.
    Mokhtarian, P. L., 31(3), 257-284. (2004). A conceptual analysis of the transportation impacts of B2C e-commerce. Transportation, 31(3), 257-284.
    Murray, K. B. (1991). A test of services marketing theory: consumer information acquisition activities. The Journal of marketing, 10-25.
    Nelson, P. (1974). Advertising as information. Journal of political economy, 82(4), 729-754.
    Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., & Verhoef, P. C. (2006). Challenges and opportunities in multichannel customer management. Journal of service research, 9(2), 95-112.
    Neslin, S. A., & Shankar, V. (2009). Key issues in multichannel customer management: current knowledge and future directions. Journal of interactive marketing, 23(1), 70-81.
    Newman, J. W. (1977). Consumer external search: Amount and determinants. Consumer and industrial buying behavior, 79-94.
    Norton, S. W., & Norton Jr, W. (1988). An economic perspective on the information content of magazine advertisements. International Journal of Advertising, 7(2), 138-148.
    Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Understanding customer expectations of service. Sloan management review, 32(3), 39-46.
    Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. The Journal of marketing, 41-50.
    Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. (1997). Exploring the implications of the Internet for consumer marketing. Journal of the Academy of Marketing science, 25(4), 329-346.
    Pham, T. S. H., & Ahammad, M. F. (2017). Antecedents and consequences of online customer satisfaction: A holistic process perspective. Technological Forecasting and Social Change, 124, 332-342.
    Porter, M. E., & Gibbs, M. i. (2001). Strategy and the Internet. Harvard Business Review, 79(3), 62-78.
    PricewaterhouseCoopers, L. L. P. (2015). Total Retail 2015: Retailers and The Age of Disruption. PricewaterhouseCoopers LLP (PWC).
    Rayport, J. F. (1994). Managing in the Marketspace. Harvard Business Review, 141-150.
    Reichheld, F. F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard Business Review, 78(4), 105-113.
    Robertson, T. S., & Gatignon, H. (1991). How innovators thwart new entrants into their market. Planning Review. Planning Review, 19(5), 4-11.
    Robertson, T. S., Gatignon, H., & Cesareo, L. (2018). Pop-ups, Ephemerality, and Consumer Experience: The Centrality of Buzz. Journal of the Association for Consumer Research, 3(3), 425-439.
    Salomon, I., & Koppelman, F. (1988). A framework for studying teleshopping versus store shopping. Transportation Research Part A: General, 22(4), 247-255.
    Schoell, W. F., Guiltinan, J. P., & Pritchett, B. M. (1990). Marketing: Contemporary concepts and practices.
    Shaw, C., & Ivens, J. (2002). Building great customer experiences. 241.
    Sousa, R., & Voss, C. A. (2006). Service quality in multichannel services employing virtual channels. Journal of service research, 8(4), 356-371.
    Stigler, G. J. (1961). The economics of information. Journal of political economy, 69(3), 213-225.
    Stone, M., Hobbs, M., & Khaleeli, M. (2002). Multichannel customer management: The benefits and challenges. Journal of Database Marketing & Customer Strategy Management, 10(1), 39-52.
    Sweemey, J. C., Soutrar, G. N., & Johnson, L. W. (1999). The role of Perceived Risk in the Quality-value Relationship. International Journal of Research in Marketing, 10(1999), 23-45.
    Taher, A., Leigh, T. W., & French, W. A. (1996). Augmented retail services: the lifetime value of affection. Journal of business research, 35(3), 217-228.
    Todd, O. (2018). Furniture: The Amazon Effect. One click Retail Insight.
    Varela, M., Araújo, A., Vieira, G., Manupati, V., & Manoj, K. (2017). Integrated framework based on critical success factors for e-Commerce. J. Inf. Syst. Eng. Manag, 2(1), 9.
    Voss, C. A. (2003). Rethinking paradigms of service: Service in a virtual environment. International Journal of Operations & Production Management, 23(1), 88-104.
    Widing, R. E., & Talarzyk, W. W. (1993). Electronic information systems for consumers: An evaluation of computer-assisted formats in multiple decision environments. Journal of Marketing Research, 125-141.
    Yin, R. (1984). Case study research. Beverly Hills.
    Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 2-22.
    Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2000). E-service quality: definition, dimensions and conceptual model. Marketing Science Institute, Cambridge, MA, working paper.
    Zhang, J., Farris, P. W., Irvin, J. W., Kushwaha, T., Steenburgh, T. J., & Weitz, B. A. (2010). Crafting integrated multichannel retailing strategies. Journal of interactive marketing, 24(2), 168-180.
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    104363100
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0104363100
    Data Type: thesis
    DOI: 10.6814/THE.NCCU.MBA.086.2018.F08
    Appears in Collections:[MBA Program] Theses

    Files in This Item:

    File SizeFormat
    310001.pdf1641KbAdobe PDF296View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback