A study of the influence of service quality, perceived risk and customer satisfaction on customer loyalty of shopping website

• Main Authors: LU,YA-FANG, 呂亞芳
• Other Authors: TAI,WEI-TAO
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/35h3e6

碩士 === 致理科技大學 === 企業管理系服務業經營管理碩士班(含碩士在職專班) === 104 === This study aims to investigate the relationships among service quality, perceived risk and customer satisfaction on customer loyalty of shopping website. Customers depend on both service quality of website and evaluation record to determine whether to buy goods or not . When consumers go shopping on website, how to improve customer satisfaction, increasing customer loyalty has become a very important issue. In addition, his study will further explore the online shopping motivation of consumers, and compare it with the motivation of physical store. Finally, the study will explore the perceived risk that would moderate the relationship between customer satisfaction and customer loyalty. This research takes internet shopping as an example to let internet shopping users fill out the questionnaires and to discuss . In this research, 236 of 300 valid questionnaires were collected. The result of empirical analysis shows that’ service quality has positive effect on the customer satisfaction. Customer satisfaction has positive effect on customer loyalty. Customer satisfaction fully mediated the relationship between service quality and customer loyalty. Hopefully, the results of this study could provide enterprises an importance reference.