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請使用永久網址來引用或連結此文件:
http://nhuir.nhu.edu.tw/handle/987654321/28339
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| 題名: | 網路購物業之顧客忠誠度之因素分析－以越南Tiki公司為例 |
| 其他題名: | Factors Influencing Customer Loyalty in Online Shopping--An Example of Vietnam Tiki Company |
| 作者: | 黎氏如意
LE, THI NHU Y |
| 貢獻者: | 企業管理學系管理科學碩博士班
袁淑芬
YUAN, SHU-FANG |
| 關鍵詞: | 產品品質;服務品質;顧客滿意度;顧客忠誠度
Product Quality;Service Quality;Customer Satisfaction;Customer Loyalty |
| 日期: | 2020 |
| 上傳時間: | 2022-05-17 14:42:10 (UTC+8) |
| 摘要: | 隨著網際網路的盛行、電子商務(E-Commerce)的蓬勃發展，網路購物在各國皆已成為一種趨勢，包括越南。在越南的經濟結構中，電子商務服務也蓬勃發展，帶來個種服務讓消費者容易選著。但是，除了多元化的服務發展以外，應給予消費者的服務品質與降低網路購物的不確定性，另外要注意到消費者的滿意度特別重要。 對於電子商務服務消費者的滿意度和忠誠度是決定到電子商務服務成敗的重要因素之一。所以這本研究基於Tiki公司模型，來分析子各因素影響到顧客滿足度及顧客忠誠度在網路購物。本研究以越南胡志明市使用過Tiki公司的服務的消費者為研究對象，本研究採用便利抽樣，以紙本問卷於胡志明市進行問卷發放，然後採取SPSS軟體為資料分析工具，針對樣本資料進行分析。 本研究證實產品品質、服務品質、顧客滿意度以及顧客忠誠度有關聯性。產品品質因素影響到顧客滿意度與忠誠度包含商品品質、價格、可靠、商品供應，服務品質因素包含網站品質、遞送服務、支付方式。研究結果發現，每個因素對於在線購物之滿意度及忠誠度皆有正向影響。最後依據上述研究結論，本研究建議Tiki公司提供滿意的服務品質與良好產品來提升顧客滿意進而達到顧客忠誠，這樣使Tiki公司維持獲利達到企業永續經營的目標。
With the prevalence of the Internet and the vigorous development of e-commerce, online shopping has become common in various countries, including Vietnam. In Vietnam's economic structure, e-commerce services are booming and it's bringing a variety of services for consumers to choose easily. However, in addition to diversified service development, consumers should be given service quality and reduce the uncertainty of online shopping. also, consumers' satisfaction are particular conventions. For e-commerce services, consumer satisfaction and customer loyalty are some of the important factors to determine the success or failure of e-commerce services. So this research is based on Tiki's model to analyze the factors that affect customer satisfaction and customer loyalty when shopping online. In this study, it would evidencebon the consumers who have used Tiki's services in Ho Chi Minh City, Vietnam. This present study used the convenient sampling of Vietnamese customers in Ho Chi Minh City area, with the paper questionnaires, and then used SPSS software as a data analysis tool to analyze the sample data. This study confirms the relationship between product quality, service quality, customer satisfaction, and customer loyalty. Product quality factors affect customer satisfaction and loyalty including product quality, price, reliability and product supply. Service quality factors include website quality, delivery services, and payment methods. The research results found that each factor has a positive impact on the satisfaction and loyalty of online shopping. An based on the above findings, this study suggests that Tiki company should provide better Product quality and Service quality image to enhance customer satisfaction and then to enhance customer loyalty. |
| 顯示於類別: | [企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班
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