| Summary: | 碩士 === 國立聯合大學 === 資訊與社會研究所 === 100 === Location-Based Services (LBS) provide information and entertainment services depending on the current geographical position of a user. Marketers now look for interactive communication, a two-way direction where company can reply to customers’ problems and provide tailored information immediately. The growing usage of LBS allows marketers to use this tool as a communication medium for their business objectives. In addition, the users of LBS are over one billion; therefore, for companies, commercial potential of LBS is significant. This paper explores LBS quality and user’s satisfaction which is based on push-LBS.
This study employs the PZB model as a base, adding variables of real time and information richness to LBS quality. In addition, adding two moderators of user’s experience and customer’s value to explore the relationship between LBS quality and user’s satisfaction. This study uses free online survey questionnaire to gather the data, variables include LBS quality, user’s satisfaction, user’s experience, and customers’ value.
The results indicate that reliability, empathy, and information richness of LBS quality affect user’s satisfaction positively. Moreover, results show that users’ experience influences positively the relationship between LBS quality and users’ satisfaction. Finally, customer’s value influences positively the relationship between LBS quality and users’ satisfaction. The results of the study provide advices for mobile service companies, including implication of the relationship between LBS quality and user’s satisfaction is discussed; moreover, moderating effects of user’s experience and customer’s value are also discussed.
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