The impact of e-service quality on online customer satisfaction in Taiwan online stores

網路商店之服務品質對客戶滿意度之影響－以台灣為例

劉東弦(Liu Tung-Hsuan)；陳美玲(Chen Mei-Ling)

e-service quality ； customer satisfaction ； online purchase intentions ； 網路客戶服務品質 ； 網路客戶滿意度 ； 電子商務 ； 網路零售商

台北海洋科技大學學報

10卷2期（2019 / 10 / 01）

117 - 128

英文

In the early years of online retailing, having an online presence and low prices were believed to be key drivers of success. More recently, electronic service quality has become essential as an online marketing strategy. Online stores provide higher service quality to create online customer loyalty, improve customer satisfaction, and keep a lasting competitive advantage. According to the literature review, service quality is an important instrument of developing a competitive advantage in e-business. Therefore, service quality has become a significant factor in determining the success or failure of an online business by influencing online customer shopping experiences and has a greatly effects both online customer satisfaction. The study employed the NetQual model to examine potential relationships and effects of several variables on online customer satisfaction. A quantitative, non-experimental, explanatory, and correlational research design was used to answer research questions and test hypotheses. The sample consists of daytime undergraduate students at a university in Taiwan. The data was analyzed using statistical software to conduct descriptive analysis, reliability analysis, factor analysis, simple regression, and multiple regression. In this study, the finding indicated that E-service quality had a positively significant effect on customer satisfaction. Meanwhile, online satisfaction had a positively significant effect on online purchase intentions. Finally, the results also indicated that a greater e-service quality will increase online customer satisfaction and encourage online purchase intentions. Thus, the online retailer should be build long-term relationship with their customers through e-service quality to improve customer satisfaction. Lastly, the limitations and recommendation for future research are included.

在早期的網路電子商務，網路零售業者總以降低商品價格作為電子商務成功的策略。最近幾年來，網路客戶的服務品質已取代以往低價策略成為電子商務行銷成功的基本模式。網路零售業者為了持續保持市場的競爭力，紛紛開始提供高品質的客戶服務來創造客戶的購物忠誠度，並且促進客戶的滿意度。根據參考文獻顯示，網路客戶的服務品質是一項最重要的工具，可以用來開發電子商務的競爭力。因此服務品質也成為測量電子商務成敗的一項重要指標，透過服務品質的提升可以影響網路客戶的購物經驗及網路購物的滿意程度。本研究應用NetQual量表來檢驗電子商務服務品質對客戶滿意度潛在的影響因素。本研究運用量的方法學及覆迴歸係數統計方法來探討假設問題。研究結果指出電子商務服務品質對於網路客戶購物滿意度有正向的影響，同時網路滿意度也對於客戶的再購買意願有正向的影響。因此網路零售業者應該透過服務品質和網路客戶建立長遠的關係，以增進網路客戶的購物滿意度，才能持續保有網路零售商店的競爭力，在本研究中亦提供未來的研究方向及建議還有本研究相關的限制因子。

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