| Summary: | 碩士 === 國立高雄應用科技大學 === 財富與稅務管理系 === 101 === The increasing popularity of internet has not only made online shopping as one of the emphatic businesses but also change the customer behavior and the business model. Besides, the cost to attract new customers is much higher than keeping existing customers. Therefore, how to increase customer satisfaction and maintain long-term customer loyalty are important issues for businesses. Most of the literature investigated the relationship among service quality, satisfaction and loyalty. However, little literature studied the relationship including the factors of shopping decisions such as price and relevant information. Therefore, this study analyzed the relations among service quality as independent variable, customer satisfaction as mediator variable, customer loyalty as dependent variable and purchase decision involvement as moderator variable.
According to InsightXplorer survey of network traffic in 2013, the highest number of domains is Yahoo! Kimo with 11.46 million users and the reach rate of 96.8%. Therefore, in the case of Yahoo! Kimo shopping center as an example, with online questionnaire survey, the effective questionnaires was 610 copies and used, structural equation model by SPSS and LISREL to analyze data. The research findings are as follows:
1.Service quality on customer satisfaction and customer loyalty has positive impact.
2.Customer satisfaction to customer loyalty has positive impact.
3.The degree of purchase decision involvement does have moderating effect between service quality and customer satisfaction, also between service quality and customer loyalty.
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