| Summary: | 碩士 === 中華大學 === 資訊管理學系 === 94 === According to Institute of Information Industry of Taiwan, the total amount for on-line shopping has reached NT. 5.10 billion dollars in 2005, and will continue growing in an expected rate of 31.88% in the following years. Since the Internet access and on-line transactions have increased dramatically, it can be expected that there will be full opportunities in the future in e-commerce. In order to adapt the change of shopping behavior, the companies with Web presences have to think about how to encourage repeat purchases and build customer loyalty. For the point of views of customers, low price would never be a satisfactory to their diversity demands, but superior service quality would.
In this paper, we utilized the e-SERVQUAL model proposed by Zeithaml, Parasuraman & Malhotra as well as other related works to set up the initial questions as a pre-questionnaire. And then the second questionnaire were sent out and collected based on the Kano' s quality model, so that the degree of satisfaction can be obtained. And then we apply FAHP to prioritize the weights of those factors found in Kano’s model and analyze it with the QFD. It is our intention that through out this article, the companies with Web presences could have a better understanding in how to improve their e-service quality so that they will be able to retain their customers.
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