An Empirical Study of the Impact of Internet Store's Service Quality on Consumer Attitude Toward Web Sites
| Autor: | Yung-Shen Yen, 顏永森 |
|---|---|
| Rok vydání: | 2000 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 88 Internet grows rapidly, and it not only changes traditional information delivery systems, but also creates new business models. In other words, we can use network to exchange information today. Moreover, we can use it to buy or sell products directly. According to yam.com report, in 1999 there are 70% of people using Internet not yet purchase to web store. This problem can be induced three reasons. The first reason is the security in the Internet; Secondly, is the connection speed in the Internet; Thirdly, is the service quality in the Internet. The first two reasons can be improved by Internet technology, but the last one still needs more works to do. The most widely known and discussed scale for measuring service quality is SERVQUAL, a scale designed to measure five dimensions of service quality: tangibles, reliability, responsiveness, assurance, and empathy. Although SERVQUAL has been empirically tested in a number of studies involving “pure” service settings (e.g., banking, long-distance telephone service, securities brokerage, and credit card service), it has not been successfully adapted to and validated in a web store environment. In fact, little research has been conducted in web settings, defined here as stores that offer a mix of merchandise and service. A web store experience involves more than a non-web service experience in terms of customers negotiating their way through the store, finding the merchandise they want, interacting with several store personnel along the way, and returning merchandise, all of which influence customers’ evaluations of service quality. Thus, although measures of service quality for pure service environments and for web environments are likely to share some common dimensions, measures of web store service quality must capture additional dimensions. One of our purposes is to investigate the dimensions of service quality in a web environment and to develop and validate a scale to measure web store service quality. The other is to test the impact of web store service quality on consumer attitude toward web sites. The major findings of this study are summarized as follows:1.Web store managers must explorer transaction information completely, and resolve customer questions thoughtfully.2.Web store managers must offer logistic quickly, and can support customer special requirement.3.Web store managers must give customers a friendly purchase environment, e.g., purchase procedure, business open time, and quick search engine.4.Web store managers must service professionally, in order to complete with other channels, e.g., professional information service, professional content service, and professional consulting service.5.Web store managers must publicize security policy of on-line transaction, and give their customers’ confidences to web sites.6.Web store managers must change home page frequent, and give free games to customers.7.Web store selling physical product must have easier purchase environment than web store selling digital product.8.Consumers using credit card have more comfortable purchase experiences than those who not using credit card. The implications for theoretical concept are pointed out as follows:1.Service quality of web store is different to those of service or retail store.2.The relationships with service quality of web store and consumer attitude have positive relations.3.The mediators (e.g., product, on-line paying) may affect the relations with service quality of web store and consumer attitude. The implications for managerial practice are pointed out as follows:1.The customized service is high relation with the responsiveness service.2.Web store managers should explore the reasons of uncomfortable experiences for consumers.3.If people surfed web store more, the opportunities of selling might enhanced much more.4.Web store should have easy purchase procedure for its service.5.Web store should have professional skills for its service.6.Web store should have security mechanism of transaction. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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