| Summary: | 碩士 === 國立高雄應用科技大學 === 國際企業系碩士在職專班 === 103 === There are several studies have investigated the interrelationship among website service quality, customer satisfaction and stickiness. However, what customers want what are not only high-quality products and services, but also memorable experience. A research model is proposed by this study to investigate the influences of customer experience and website service quality on customer satisfaction and stickiness. An experiential survey was conducted. The voluntary respondents were asked to answer the questionnaire based on their experiences of surfing the most famous parent-child traveling website “abic”. By using SMART PLS 3.0 analysis with 161 sample users, the results of this study indicate that customer satisfaction will be affected by website service quality, and customer experience. Moreover, stickiness will be positively affected by customer satisfaction. The contributions of this study are two-fold: 1) when website providers run a website business, they can apply the ideas of website service quality and customer experience together to it. 2) This study reveals that website service quality and customer experience can be regarded as an important determinant for successful e-commerce website. Website providers have to design website functions which can make memorable customer experience.
|
|---|
