Responsive image
博碩士論文 etd-0821107-150626 詳細資訊
Title page for etd-0821107-150626
論文名稱
Title
從服務品質缺口與顧客滿意觀點探討 - 新加坡車訊國際(車訊網)經營發展之研究
On the Quality and Online user’s Satisfaction with Carnews .com.tw via the e-Service Quality Model
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
128
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2007-05-07
繳交日期
Date of Submission
2007-08-21
關鍵字
Keywords
e-服務品質、e-服務品質模式、服務品質、顧客滿意度
service quality, e-Service Quality Model, Customer Satisfaction, e-Service Quality
統計
Statistics
本論文已被瀏覽 5946 次,被下載 0
The thesis/dissertation has been browsed 5946 times, has been downloaded 0 times.
中文摘要
企業不但要留住既有客戶,同時,更需要去吸引新的客戶,這對企業的利潤而言是相當重要的ㄧ環。因此,好的E化服務對客戶而言更是重要,本研究嘗試從衡量顧客需要的E化的服務品質進行分析。
本研究以Zeithaml et al. (2002)提出的e-SQ模式,建立車訊網的e化服務品質缺口模式,萃取出「效率可靠」、「履行補償」、「聯繫應答」、「隱私」、五構面,透過訪談及網路問卷調查實證車訊網的傳遞過程中,管理者及民眾對服務品質期望與體驗上,證實確實存在著「資訊缺口」、「實踐缺口」,而車訊網可以透過上述五個構面進行改善。
此外針對影響管理者與線上使用者的缺口的主要四構面「效率可靠」、「履行補償」、「聯繫應答」、「隱私」提出改善建議作為提升車訊網的服務品質以及顧客滿意度提昇之建議。
「期望服務水準」對實際績效水準與顧客滿意的影響並不顯著,但使用者實際知覺的「績效水準」及「期望與績效間差距」對顧客滿意程度有顯著性的影響,而且「績效水準」比「期望與績效間差距」對顧客滿意有更高的解釋能力。
最後我們也希望本研究能夠提供相關產業,或者是針對電子商務服務品質改善的個人,作為後續研究之建議參考。從管理觀點,透過問卷衡量分析提供管理者了解更多線上使用者在E化的服務品質的衡量準則以及提升之參考。
Abstract
Enterprises have to think about how to let their customers trade on their websites to gain profits. Therefore, good electronic service quality is even more important to the customers now, this research is trying to explore the standard of electronic service quality .
According to what Zeithaml et al. (2002) proposed as “e-SQ model,” we set up the "e-SQ model” of the website of Carnews.com.tw, and bring up five dimensions as “efficiency and reliability,” “fulfillment and compensation,” “contact and responsiveness ,” “privacy,” and “system availability,” to prove the proposition that “Information Gap,” and “Fulfillment Gap” do exist during the process of e-service quality delivery, especially among the manager, and the online-user. Through the method of interview and e-questionnaire, we confirm these propositions successfully. The Carnews.com.tw can enhance service quality by improving the listed five dimensions.
This study proposes certain suggestions from the dimensions of “efficiency and reliability,” “fulfillment and compensation,” “contact and responsiveness,” and “privacy,” in order to bridge the gap between the manager and online-user. Moreover, this thesis hopes to benefit the exercise and service quality of Carnews website and online-user’s satisfaction.



The performance of service and customer satisfaction is not significantly affected by “expectation of service,” however, online-user’s perceived “performance of service” and “gap between expectation and performance” has significant impact on customer satisfaction. Furthermore, the performance of service has greater power to interpret the variation of customer satisfaction.
Finally, we hope to provide suggestions to the enterprises in this field or the ones that want to participate in to upgrade their electronic service quality and gain profits. Besides, from the perspective of management, this research also hopes that through the questionnaire, managers of the E-commerce can understand more about the way of the customers use to evaluate electronic service.
目次 Table of Contents
目錄
第一章 緒論
第一節 研究背景及動機 1
第二節 研究目的 3
第三節 研究流程 4

第二章 文獻探討
第一節 服務品質 5
第二節 線上服務品質 16
第三節 顧客滿意定義 31

第三章 研究方法
第一節 研究設計 38
第二節 問卷設計與發展 42
第三節 資料蒐集方法 48
第四節 資料分析方法 54

第四章 資料分析與討論
第一節 e服務品質及線上使用者滿意度之因素信度分析………….….59
第二節 樣本資料敘述性分析……………………………………..…..….64
第三節 實踐缺口之差異分析…………………………………………….73

  第四節 資訊缺口分析………………………………………….…….76
第五節 e服務品質模式及滿意度衡量分析……………………………..80
第六節 人口統計變數之差異性分析……………………. ………...……87


第五章 結論與建議
第一節 研究結論與建議…………………………………….100
研究限制與後續研究建議…………………………………….106
參考文獻
 附錄
  附錄一  管理者問卷
  附錄二  民眾期望與體驗e服務品質問卷
  附錄三  問卷資料處理政策
附錄四  車訊網合作邀請函


表目錄

表2-1學者對於服務的定義 6
表2-2服務品質的定義 7
表2-3 Sasser et al., (1978)提出七個用來衡量服務品質構面: 8
表2-4 PZB(1985)認知服務品質的缺口模式五個缺口的定義建議 10
表2-5 PZB[1985]服務品質構面 12
表2-6學者對於不同產業服務品質整理 13
表2-7 e-SERVQUAL(2002)構面整理 18
表2-8 Yang & Jun[2002] 線上服務品質構面內容說明: 21
表2-9 Lociacono et al.(2000)構面內容整理 22
表2-10 .comQ 量表—14 道問項 23
表2-11 Yang[2001]對電子商務上服務品質的構面及認知 24
表2-12 Santos(2003)線上服務品質模式構面及認知 26
表2-13電子商務網站成功的五個重要因素 27
表2-14 Gomez.com 量表 29
表2-15網際網路線上服務品質構面之相關文獻 30
表2-16服務品質與顧客滿意之關係 36
表3-1 滿意度問卷衡量項目發展 42
表3-2服務品質問卷衡量項目發展 43
表3-3本研究問卷衡量題數分佈 45
表3-4本研究變數之信度分析 47
表3-5 前測樣本數整理 50
表3-6 前測問卷變異數整理 50
表4-1 KMO與Bartlett檢定值 59
表4-2車訊網e服務品質模式之因素.信度分析 60
表4-3車訊網命名及解釋變異量、信度 61
表4-4使用者身份次數分配 64
表4-5使用者身份定義 65
表4-6性別次數分配 66
表4-7年齡次數分配 66
表4-8職業次數分配 67
表4-9教育程度次數分配 67
表4-10每月可支配金額次數分配 68
表4-11每日上網瀏覽網際網路的頻率次數分配 68
表4-12平均上網瀏覽車訊網次數分配 69
表4-13接觸 "車訊網"多久次數分配 70
表4-14車訊網當中最喜歡的單元內容說明 70
表4-15車訊網當中最喜歡的單元次數分配 71
表4-16車訊網當中最喜歡的單元中花費時間次數分配 72
表4-17線上使用者對車訊網的期望與實際體驗之實踐缺口 74
表 4-18期望和實際體驗之實踐缺口構面整理 75
表 4-19管理者和使用者之資訊缺口構面整理 76
表4-20資訊缺口正向期望差距比較 77
表4-21資訊缺口負向期望差距比較 77
表4-22請教管理者期望較低的問項看法整理 79
表4-23管理者訪談中具顯著性負向差距衡量問項整理 80
表 4-24 線上使用者之期望服務對實際體驗之迴歸分析 80
表 4-25 線上使用者之實際體驗對滿意度之迴歸分析 81
表4-26線上使用者之期望對滿意之迴歸分析 82
表4-27線上使用者實際體驗、期望差距對滿意之迴歸分析 83
表4-28線上使用者對滿意度解釋能力之比較 84
表4-29不同服務使用者對線上使用者滿意評量之影響 85
表4-30使用者身份之變異數分析 87
表4-31性別之變異數分析 88
表 4-32年齡之變異數分析 88
表 4-33 職業之變異數分析 88
表 4-34 教育程度之變異數分析 89
表 4-35 每月可支配金額(零用錢)之變異數分析 89
表 4-36 網路使用經驗之變異數分析 89
表 4-37 接觸認識 "車訊網"多久之情形之變異數分析 90
表 4-38 上網瀏覽"車訊網"的頻率之變異數分析 90
表 4-39 “最”喜歡車訊網的單元之變異數分析 91
表 4-40在最喜歡的單元,平均會花多少時間瀏覽之變異數分析 91
表 4-41「當您選購中古車時,“最”擔心之事為何 ?」分析 94
表 4-42 「在選購 中古車 時 , 如何 保障買賣的交易中, “ 最 ” 信任哪一項 ?」 94
表 4-43認為在 “ 車商 ” 自組的優良中古車車商聯盟, 與 “ 媒體 ” 推薦的優良中古車商 二者之間 , 何者較可信任 ? 95
表 4-44「當您有 購車需求 , 而 "車訊網" 可以提供您直接透過 網路直接進行 “ 3D 線上影音賞車 ” + “ 專業汽車鑑定保證 ”會增加您參考 網路購車 的可能性嗎 ? 95
表 4-45「您對"車訊網"最 重視 的是 ? 」之變異數分析 96
表 4-46「您對"車訊網"最期待改善的是 ? 」之變異數分析 96
表5-1 實踐缺口.資訊缺口.滿意度之構面整理 105

圖目錄
圖 1-1研究流程 04

圖2-1 Sasser、Olsen & Wyckoff 提出的服務品質模型 09

圖2-2 Parasuraman、Zeithaml & Berry 服務品質模式 11

圖2-3Zeithaml, Parasuraman & Malhotra 服務品質模式 19

圖2-4 Santos(2003)線上服務品質模式 26

圖2-5整合性顧客滿意評量觀念化模式 32

圖3-1本研究之觀念性架構 39

圖3-2 車訊網之網路問卷連結位置 53

圖3-3資料流程分析 58

圖4 1直接績效法之顧客滿意模式 84
參考文獻 References
參考文獻
中文部分:
何雍慶、蘇雲華,1995年,服務行銷領域顧客滿意模式及服務品質模式之比較研究,輔仁管理評論,第二卷第二期,頁37-64。
杉本辰夫,1991 February. “事務、營業-品質管理(修訂版)”,日本規格協會
邱璟明,民88,”網際網路線上服務服務品質衡量模式之建立”,台灣大學資訊管
理研究所碩士論文
周泰華、黃俊英、郭德賓,1999年,服務品質與顧客滿意評量模式之比較研究,輔仁管理評論,第六卷第一期,頁37~68。
翁崇雄,1993年,”評量服務品質與服務價值之研究-以銀行業為實證對象”臺灣
大學商學研究所未出版博士論文
翁崇雄,1998年,”消費者對網際網路期望服務之研究”.國科會專題研究計劃
NSC87-2416-H-002-020, 1-28
翁崇雄,2000年,服務品質評量模式之比較研究,中山管理評論,第八卷第一期,頁105-122。
郭德賓、周泰華、黃俊英,2000年,服務業顧客滿意評量模式之研究,中山管理評論,第八卷第一期,頁153-200。
蘇雲華,1996年,服務品質衡量方法之比較研究,國立中山大學企業管理研究所未出版博士論文。
英文部分:
Aladwani, A. M. and P. C. Palvia(2002), “Developing and validating an instrument for measuring user-perceived web quality,” Information & Management, 39(2002), pp. 467-476.
Allard, Van Riel,Semeijn ,Janjaap, and Janssen, Wendy, “E-service quality
expectations: a case study”,Total Quality Management & Bussiness
Excellence, Jun. 2003,Volume 14 Issue 4,pp437-450.
Andreas, C., Ifigenia, G. & Andreas, S., (2003), E-Valuating the Role of E-Service
Quality on the Pricing of Internet, European Financial Management
Association 2004MeetinginBasel,
http://www.wwz.unibas.ch/cofi/efma/apl.htm#C
Babakus, E. and G. W. Boller (1992), “An Empirical Assessment of the SERVQUAL Scale,” Journal of Business Research, 24 (1992), pp. 253-268.
Bolton, R. N. and J. H. Drew (1991), “A Multistage Model of Customers’ Assessments of Service Quality and Value,” Journal of Consumer Research, 17(4), pp. 375-384.
Brown, T. J., G. A. Churchill and J. P. Peter (1993), “Research note: Improving the measurement of service quality,” Journal of Retailing, 69(1), pp.127-139.
Churchill, G. A. and C. Surprenant (1982), “An Investigation into to the Determinants of Customer Satisfaction,” Journal of Marketing Research, 19, pp. 491-504.
Carman, J. M. (1990), “Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions,” Journal of Retailing, Vol. 66, No. 1 (Spring), pp. 33-53.
Cohan, P. S. (1999), Net Profit, Jossey-Bass Publisher.
Cronin, J. J. and S. A. Taylor (1992), “Measuring Service Quality: A Reexamination and Extension,” Journal of Marketing, 56 (July), pp. 55-68.
Dabholkar, P. A., D. I. Thorpe and J. O. Rentz (1996), “A Measure of Service Quality for Retail Stores: Scale Development and Validation,” Journal of the Academy of Marketing Science, 24(1), pp. 3-16.
Dunlap, C., and W. Wong (1998), “Portal sites becoming key to e-commerce success,” Computer Reseller News (796), Jun. 1998, pp. 1-2.
Eleanor T. Loiacono/Richard T. Watson/Dale L. Goodhue (2002). “WebQUAL: A
Measure of WebSite Quality,” Marketing Theory and Applications, 13.
Engel, J. F., R. D. Blackwell and P. W. Miniard (1993), Consumer Behavior, 7th ed., NY: The Dryden.
Fisk, R. P., S. W. Brown and M. J. Bitner (1993), “Tracking the Evolution of the Services Literature,” Journal of Retailing, Vol.69, Spring, pp. 61-103.
Fornell, C. (1992), “A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, 56(Jan.), pp. 6-21.
Gronroos, C. (1982), “A Applied Service Marketing Theory,” European Journal of Marketing, July, p.33.
Gwo-Guang Lee, Hsiu-Fen Lin, Customer perceptions of e-service quality in online
shopping, International Journal of Retail & Distribution Management,Vol.
33 No. 2, 2005, pp. 161-176
Hemple, D.J. (1977), “Consumer Satisfaction with the Home Buying Process: Conceptualization and Measurement,” The Conceptualization of Consumer Satisfaction and Dissatisfaction, H.K. Hunt ed, Cambridge, Mass: Marketing Science Institute.
Honeycutt, E. D. J., T. B. Flaherty and K. Benassi(1998), “Marketing industrial products on the Internet,” Industrial Marketing Management, 27(1), pp. 63-72.
Howard, J. A and J. N. Sheth(1969), “THE Theory of Buyer Behavior,” NEW YORK, John Willey and Sons.
Igbaria M. (1999), “The Virtual Driving Forces in the Virtual Society,” Communications of the ACM, 42 (12), pp. 64-70.
Jarvenpaa, S. L. and P. A. Todd (1997), “Consumer Reactions to Electronic Shopping on the World Wide Web,” International Journal of Electronic Commerce, 1(2), pp. 59-88.
Jessica Santos(2003),“Journal: Managing Service Quality” Volume: 13 Issue: 3
Page: 233 – 246
Kanter, J. (2000), “Have We Forgotten the Fundamental IT Enabler: Ease of Use,” Information Technology, Summer, pp. 70-77
Killing, J. P. (1983), “Strategies for Joint Venture Success,” Harvard Business Review.
Kotler (1999), Marketing Management: Analysis, Planning, Implementation and Control, 9th ed., Englewood Cliffs, NJ: Prentice-Hall Inc.
Lentinen, J. R. (1983), “Customer Oriented Service System,” Service Management Institute, Working Paper, pp.2.
Lewis, R. C. and B. H. Booms(1983), “The marketing aspects of service quality, in emerging perspectives on services marketing,” L. Berry, G. Shostack, and G. Upah, eds., Chicago: American Marketing, pp.99-107.
Li, Y. N., K. C. Tan and M. Xie (2002), “Measuring web-based service quality,” Total Quality Management, 13(5), pp. 685-700.
Liu, C., & Arnett, K. P., (2000). “Exploring the factors associated with Web site
success in the context of electronic commerce.” Information and
Management, 38 (1), pp. 23-33.
Loiacono,Elcanor Terese,”Web Qual : A Web site quality
instrument”,Diss.,University of Georgia,2000.
Lynch, J. G. and D. Ariely (2000), “Wine Online: Search Costs Affect Competition on Price, Quality and Distribution,” Marketing Science, 19(1), pp. 83-103
Oliver, R. L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decision,” Journal of Marketing Research, 17(Nov.), pp. 460-469.
Oliver, R. L. (1981), “Measurement and Evaluation of Satisfaction Processes in Retail Settings,” Journal of Retailing, Vol.57, Fall, pp. 25-48.
Ostrom, A. and D. Iacobucii (1995), “Consumer Trade-Offs and the Evaluation of Services,” Journal of Marketing, 59 (January), pp. 17-30.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988), “SERVQUAL: a multiple item scale formeasuring customer perceptions of service quality”, Journal of Retailing, Vol. 64 No. 1,pp. 12-40.
Parasuraman, A., L. L. Berry and V. A. Zeithaml (1993), “Research Note: More on Improving Service Quality Measurement,” Journal of Retailing, Vol. 61, No 1, pp. 140-147.
Parasuraman, A. and D. Grewal (2000), “The impact of technology on the quality-value-loyalty chain: a research agenda,” Journal of the Academy of Marketing Science, Vol. 28, No. 1, pp. 12-40.
Parasuraman, A., V. A. Zeithaml and L. L. Berry (1985), “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, 49 (Fall), pp. 41-50.
Parasuraman, A., V. A. Zeithaml and L. L. Berry (1988), “SERVQUAL: A Multiple-Item Scale for Measuring Customer Perceptions of Service Quality,” Journal of Retailing, 64 (Spring), pp. 12-40.
Richard, P. (1999), VCs: out to flip the paradigm, Information.
Richard, M. D. and A. W. Allaway (1993), “Service Quality Attributes and Choice Behavior,” Journal of Service Marketing, Vol.7, No.1, pp. 59-68.
Riel, A. C. R., V. Liljander and P. Jurriens (2001), “Exploring consumer evaluations of e-services: A portal site,” International Journal of Service Industry Management, 12(3), pp. 359-377.
Ruyter, K., J. Bloemer and P. Pascal (1997), “Merging Service Quality and Service Satisfaction an Empirical Test of an Integrative Model,” Journal Economic Psychology, Vol.18, pp. 387-406.
Sasser, W. E., R. P. Olsen and D. D. Wyckoff (1978), ”Management of Service Operation: Text and Cases,” Allyn and Bacon Inc.
Schwartz, E. I. (1999), Webonomics, Commonwealth Publishing.
Spreng, R. A. and R. D. Mackoy (1996), “An empirical examination of a model perceived service quality and satisfaction.” Journal of retailing, 72(2), pp. 201-214.
Stewart, H, C. Hope and A. Muhlemann (1998), “Professional service quality,” Journal of Retailing and Consumer services, 5(4), pp. 209-222
Swan, J. E. and I. F. Trawick (1981), “Disconfirmation of expectation and satisfaction with a retail service,” Journal of retailing, 57(3), pp. 49-67.
Swinder Janda,Philip J Trocchia, and Kevin P Gwinner, “Consumer perceptions of
Internet Retail service quality”,International Journal of sercice Industry
Management,Bradford,2002,Volume 13 Issue 5,pp412-431.
Teas, R. K. (1993), “Expectations, Performance Evaluation and Customers’ Perceptions of Quality,” Journal of Marketing, 57 (Oct.), pp. 18-34.
Tse, D. K. and P. C. Wilton (1988), “Models of consumer satisfaction formation:An extension,” Journal of marketing research, 25(May), pp. 204-212.
Van, D. T. P., L. A. Kappelman and V. R. Prybutok (1997), “Measuring information system service quality: concerns on the use of the SERVQUAL questionnaire,” MIS Quarterly, 21(2), pp. 195-208.
Woodruf, R. B., E. R. Cadotte and R. L. Jenkins (1983), “Modeling Customer Satisfaction Process Using Experience-based Norms,” Journal of Marketing Research, No.20, pp.296-304.
Woodside, A. G., L. L. Frey and R. T. Daly (1989), “Linking Service Quality, Customer Satisfaction, and Behavioral Intention,” Journal of Health Care Marketing, Vol. 9, No. 4 (December), pp. 5-17.
Wolfinbarger, Mary C.GIlly, “eTaiilQ:Dimensionalizing,measuring and predicting
etail quality”,Journal of Retailing,Greenwich,Fall 2003,Volume 79 Issue
3,pp183-198.
Yang, Z. (2001), “Customer perceptions of service quality in internet-based electronic
commerce”,Proceedings of the 30th EMAC Conference, Bergen, pp. 8-11.

Yang, Z. and Jun, M. (2002), “Consumer perception of e-service quality: from
internet purchaser and non-purchaser perspectives”, Journal of

Business Strategies, Vol. 19 No. 1,pp. 19-41.
Yang, Zhilin, Robin, T. P., & Lily H., (2001). “Taking the Pulse of Internet

Pharmacies: Online Consumers Speak Out on Pharmacy Services,”

Marketing Health Services, 21 (2), pp4 -10.
Yi, Y. (1993), “The determinants of consumer satisfaction:The moderating role of ambiguity. in L. McAlister and M. L. Rothschild (Eds.),” Advance in consumer research, vol. 20, pp. 502-506.
Zimmerman, C.D. (1985), “Quality: Key to Service Productivity”, Quality Progress, June, pp.32-35.
Zeithaml, V. A., L. L. Berry and A. Parasuraman (1988), “Communication and Control Processes in the Delivery of Service Quality,” Journal of Marketing, 55 (April), pp. 35-48.
Zeithaml, V. A., A. Parasurman and A. Malhotra (2002), “Service Quality Delivery through Web Site: A Critical Review of Extant Knowledge,” Journal of the Academy of Marketing Science, 30(4), pp. 362-375.
電子全文 Fulltext
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
論文使用權限 Thesis access permission:校內校外均不公開 not available
開放時間 Available:
校內 Campus:永不公開 not available
校外 Off-campus:永不公開 not available

您的 IP(校外) 位址是 3.238.121.7
論文開放下載的時間是 校外不公開

Your IP address is 3.238.121.7
This thesis will be available to you on Indicate off-campus access is not available.

紙本論文 Printed copies
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。
開放時間 available 已公開 available

QR Code