在現今的競爭環境中，「服務」儼然成為創造企業競爭優勢的利基，不僅在傳統的服務業如此，連新興的資訊產業或網路公司也都面臨「服務」的考驗。面對顧客的服務需求愈來愈多，企業為了維繫良好的顧客關係以追求持續性的競爭優勢，因此紛紛提供更符合使用者需要的服務品質（Service Quality）來提高顧客滿意（Customer Satisfaction）。本研究以台灣地區一般型入口網站業者，例如：Yahoo!奇摩、PChome Online 網路家庭、蕃薯藤…等，並以服務品質缺口模式（Gap Model），來探討入口網站服務品質及顧客滿意之間的關係，本研究發現：
1. 使用者對入口網站服務的期望與實際認知有顯著的差異，其中差距較大的有「保護個人資料」、「正確地搜尋資訊」、「快速地回覆問題」與「根據個人問題回覆」等，建議入口網站業者針對以上四項進行改善，以提昇服務品質。

2. 本研究經由因素分析法萃取了四個構面，其重要性依序為「容易使用」、「關懷性」、「資訊品質」、「網站技術」，因此業者可以針對構面的重要性，做為規劃加強服務品質及顧客滿意的優先順序。

3. 「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。

“Service” for sure is proved to be a niche in creating corporate competitive advantages. Not only traditional service industry, but the emerging Information Technology industry and doc.coms are confronted with the trial for service. In face of customers’ more and more demand on service, corporates provide higher service quality to reach customer satisfaction; moreover, to keep the relationship with customers in order to establish lasting competitive advantages. This study which is based on “gap model” tries to discuss the relationship between “service quality” and “customer satisfaction” of general portals in Taiwan, such as kimo.com, pchome.com, yam.com and so on. The findings of this study are as follows:
1. There is significant difference between user’s expectation and perception of general portal service. Most important items are “Protect personal information,” “Search information correctly,” “Response to customer’s questions quickly,” and “Answer to individual questions accordingly.” The general portal corporates can enhance service quality by improving the listed items.

2. This study sorts out 4 dimensions in evaluating general portal sites by factor analysis. In sequence of importance are “ease of use,” “empathy,” “information quality,” and “techniques of website”. The general portals can thus take actions to reinforce service quality and customer satisfaction according to this priority.

3. The performance of service and customer satisfaction is not significantly affected by “expectation of service,” however, 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.

目錄

第一章 緒論 1
1.1 研究背景及動機 1
1.2 研究目的 2
1.3 研究流程 3
1.4 論文架構 4
第二章 文獻探討 5
2.1 入口網站 5
2.2 服務品質概念性模式 15
2.3 服務品質評量 19
2.4 服務品質的評量構面 27
2.5 顧客滿意 32
第三章 研究方法 39
3.1 研究假設 39
3.2 研究設計 41
3.3 問卷設計與發展 44
3.4 資料蒐集方法 48
3.5 資料分析方法 51
第四章 資料分析與討論 54
4.1 樣本資料分析 54
4.2 期望水準和實際績效之差異分析 58
4.3 人口統計變數之差異性分析 60
4.4 入口網站服務品質之因素分析 63
4.5 入口網站之服務品質及顧客滿意分析 66
第五章 結論與建議 75
5.1 研究結論 75
5.2 對入口網站業者之建議 79
5.3 後續研究建議 81
參考文獻 82
研究問卷 89


表目錄

表 2-1 服務品質之衡量構面 20
表 2-2 SERVQUAL量表的衡量構面及組成項目 21
表 2-3 三種服務品質衡量模式之比較 25
表 2-4 績效及差距分數表 26
表 2-5 傳統服務業服務品質構面之相關文獻 28
表 2-6 網際網路線上服務品質構面之相關文獻 30
表 2-7 網際網路線上服務及原始SERVQUAL構面之比較 31
表 2-8 服務品質與顧客滿意之關係 38
表 3-1 參考問卷 44
表 3-2 本研究變數之信度分析 47
表 3-3 前測所有問項之變異數 49
表 4-1 有效樣本之次數分配表 55
表 4-2 期望水準和實際績效之服務缺口 59
表 4-3 人口變數及網路使用經驗之變異數分析 60
表 4-4 KMO與Bartlett檢定值 63
表 4-5 入口網站服務品質之因素分析 64
表 4-6 期望服務水準對實際績效水準之迴歸分析 66
表 4-7 期望服務水準對實際績效水準之假設檢定 67
表 4-8 實際績效水準對顧客滿意之迴歸分析 68
表 4-9 實際績效水準對顧客滿意之假設檢定 69
表 4-10 期望服務水準對顧客滿意之迴歸分析 70
表 4-11 期望服務水準對顧客滿意之假設檢定 70
表 4-12 績效與期望差距對顧客滿意之迴歸分析 71
表 4-13 績效與期望差距對顧客滿意之假設檢定 72
表 4-14 顧客滿意衡量模式之比較 73
表 4-15 不同服務使用者對顧客滿意評量之影響 74
表 5-1 入口網站服務缺口 75
表 5-2 顧客滿意衡量模式之比較 77


圖目錄

圖 1-1 研究流程 3
圖 2-1 不同專業性、多樣性之入口網站分類 6
圖 2-2 服務品質缺口模式觀念性架構 18
圖 2-3 認知的服務品質決定因素 21
圖 2-4 顧客滿意模式 33
圖 2-5 整合性顧客滿意評量觀念化模式 34
圖 3-1 本研究之觀念性架構 41
圖 3-2 本研究資料分析流程圖 53
圖 4-1 最常使用入口網站服務之分佈狀況 57
圖 4-2 直接績效法之顧客滿意模式 73
圖 5-1 顧客滿意之衡量模式 78

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吳肇銘，1999年，影響網站使用意向之因素研究—以入門網站為例，中央大學資訊管理研究所博士論文。
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。
徐椿輝，1997年，網際網路線上服務品質評估模式之探討，台灣科技大學企業管理研究所碩士論文。
翁翠鍰，1998年，網際網路服務品質構面之探討－以專業財經資料庫為例，台灣大學商學研究所碩士論文。
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。
曹木針，2001年，寬頻社區網路服務品質與顧客滿意度之研究---以中華電信公司大台北地區顧客為例，國立交通大學經營管理研究所碩士論文。
楊淑鈞，2000年，電子商務服務品質與消費者購買意願關係之研究，私立銘傳大學國際企業管理研究所碩士論文。
彭淑媛，1998年，網路購物商店服務品質與再購意願之實證研究，實踐大學企業管理研究所碩士論文。
廖瑞榮，1999年，提升企業網際網路線上服務服務品質之研究－以證券經紀業為例，國立台灣大學資訊管理研究所碩士論文。
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。


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