The Effects of Service Quality on Customer Satisfaction and Word of Mouth in Mobile Shopping Application

• Main Authors: SHIH,AI-CHEN, 史璦禎
• Other Authors: Chung-Tzer Liu
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/86t562

碩士 === 東吳大學 === 企業管理學系 === 103 === With the improvement of IT industry and the development of Internet, mobile devices has grown and changed the way of people living rapidly. One of the greatest change is the way of shopping, people can simply purchase by using App implication on smartphone at home. However, what does influence how user feel about the quality of the service, is the difference of App’s function and surface. But most of the research were focused on the qualities of how service providers show to customers, rather than emphasized the feeling of qualities of customers who use the App. In this study, we want to investigate how customers’ feeling was influenced by the qualities of service of shopping App as past research of service industry showed. We also use this consideration as our assumption, to see if the customers’ satisfaction would generate the affects of word of mouth. The purpose of this study is to explore the influence of the quality of service of shopping App to customers’ satisfaction and word of mouth. In the future, the shopping App service providers could use the results of this study to adjust the quality of service. In this study, we collect sample data from the people who have used the shopping App and analysis by SPSS 22 and LISREL 8.51. In the result of this study, it shows that the first, the quality of interaction, the quality of environment and the quality of results have a positive effect to the satisfaction of customers. The second, the satisfaction of customers has positive effect to word to mouth. The third, the satisfaction of customers have a mediation effect between the quality of service of shopping App and word to mouth.