The Study of Service Quality and Satisfaction of the Online Shop of Post Exchange

• Main Authors: YANG,YUN-SHIANG, 楊雲翔
• Other Authors: LEE, YU-CHENG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/36959327440009603366

碩士 === 中華大學 === 科技管理學系 === 105 === By the rising business in internet and e-commerce, the Department of Statistics, Ministry of Economic Affairs announced the retail sales of non-storefront, including mail orders and TV shopping, are 216.7 billion New Taiwan Dollar in 2015, the growth rates are 5.3% increased than the former year. Additionally, the values of e-commerce market in Taiwan are 1006.9 billion in 2015, and the values of B2C are 613.8 billion; it reveals that e-commerce market still is a promising investment. The online shops of post exchange hence would expand their sales and construct consumer’s loyalty if well qualities of online shop services are delivered. The study is to discuss the connectedness between the service qualities and satisfaction of online shop of post exchange and the loyalty of consumer. By using simple sampling, the samples are collected by questionnaire. The research objects are the users who have transaction experiences in the online shop of post exchange. The structures of research are referred to e-core service quality scale asserted by Parasuraman, Zeithaml, and Malhotra in 2005, and combing the modified structures made from the consumer satisfaction of TCSI, the results hence become feasible recommendations for the references of ameliorating the service qualities of online shop of post exchange, and the suggestions of the reinforcement of consumer’s loyalty. The conclusions are as follows: 1. The operation of interface and the ordered layout of web page are in the fourth quadrant, it reveals the high importance and how satisfaction, representing that the users are dissatisfied with the service quality the network platform served. This is the focus that should be reinforced by online shop operator. 2. The practicability of online shop is the most effective way to improve image. 3. The relationship between consumer’s expectation and the indicator the expectation of overall service quality of online shop is 0.908. 4. The relationship between service quality and the indicator delivering product in the agreed time can explain the degree of service quality for 0.841. 5. The relationship between cognitive values and the indicator comparing to other online shop can explain higher degree for 0.893. 6. Corresponding to the original expectation in consumer loyalty is merely affected by consumer satisfaction for 0.901. 7. The loyalties of users are directly affected by satisfaction, and the indicator will continue to buy in online shop in the future possesses higher explanatory power to consumer loyalty.