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| Title: | 跨境電商之服務品質對顧客滿意度和忠誠度之影響 -以淘寶台灣站為例
The influences of service quality on customer’s satisfaction and loyalty to cross-border e-commerce platform - A case study of Taobao |
| Authors: | 張倚瑄
Chang, Yi-Hsuan |
| Contributors: | 張愛華
張倚瑄
Chang, Yi-Hsuan |
| Keywords: | 跨境電商
服務品質
服務價值
顧客滿意度
顧客忠誠度
Cross-border e-commerce Platform
Service quality
Service value
Customer’s satisfaction
Customer’s loyalty |
| Date: | 2019 |
| Issue Date: | 2019-07-01 11:13:36 (UTC+8) |
| Abstract: | 本研究目的為探討淘寶台灣站現行所提供之服務品質對於顧客滿意度害忠誠度之影響，研究模型以線上服務品質E-S-QUAL模型，包含「效率」、「履行性」、「系統可靠性」和「隱私」四項影響因素，以及線上補救服務品質E-RecS-QUAL，包含「反應性」、「補償性」和「溝通性」三項影響因素，分析各項因素對服務品質和顧客忠誠度之影響程度；因考量顧客所需付出之成本，再加入知覺犧牲為變項，分析其對服務價值之影響；最後再探討顧客滿意度對顧客忠誠度之影響分析。
本研究以問卷統計結果進行分析，發放時間為2019年5月16日至2019年5月26月，共回收538份有效樣本。本研究結果顯示出，服務品質對服務價值具有正向顯著影響，其中又以「隱私」最具有顯著影響；服務品質對顧客滿意度均亦具有正向顯著影響，其中以「履行性」最具有顯著影響。而知覺犧牲對服務價值具有負項顯著影響，服務品質對顧客滿意度、以及滿意度對忠誠度均有正向顯著影響。此外根據人口統計變數之結果，淘寶於台灣之使用族群主要為年輕女性，且結果顯示使用淘寶時間較久、以及每月網購消費金額較高之顧客，對淘寶台灣站之滿意程度較高。
因此根據研究結果，本研究建議淘寶欲提高台灣民眾對平台之滿意度和忠誠度，應根據服務品質各項因素做出改善，並降低用戶需付出成本，藉此提升在台市場之用戶人數和黏著度。
This study investigates the influences of Taobao Taiwan e-service quality on customers’ satisfaction and loyalty. It follows the online service quality model, E-S-QUAL, to analyze how each factor influences service value and customer loyalty. Considering the total customers’ cost, this study adds perceived sacrifice as a variable to analyze its impact on service value. Finally, it investigates how customer satisfaction influences customer loyalty.
This study employs an online survey approach for data collection and analysis. Results show that service quality has a significantly positive influence on service value, with privacy having the strongest effect. All aspects of service quality are also shown to have positive effects on customer’s satisfaction, especially Fulfillment, which is of greatest significance.On the other hand, perceived sacrifice has a negative influence on service value, while service quality has a positive impact on customer satisfaction, and customer satisfaction has a positive effect on customer loyalty.
Therefore, based on the results of this study, it is suggested that Taobao improve the factors of service quality to increase Taiwan customers’ satisfaction and loyalty to the platform. It is also suggested that by reducing customers’ cost, Taobao can increase the number of users in Taiwan and enhance customers’ stickiness. |
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三、 網路資料
資策會(2017)。【網購消費者調查】84.3％消費者願意跨境購物。 取自：https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=463
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淘宝網。淘宝台湾新站。取自：https://world.taobao.com/ |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363097 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106363097 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU201900112 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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