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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/124264

    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
    Chang, Yi-Hsuan
    Keywords: 跨境電商
    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。
    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
    Description: 碩士
    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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