入口網站的服務品質、顧客滿意及顧客忠誠度關係之研究

An Investigation of Relationship among Service Qulity, Customer Satisfaction and Customer Loyalty in Portal Sites

隨著網際網路應用普及率逐年攀高，顯示我國網際網路市場其競爭環境十分激烈，因此，本研究目的以探討入口網站服務品質之服務缺口，以及服務品質、顧客滿意與忠誠度之關連性，並且比較「直接測量法」和「間接測量法」兩方法的效果。研究結果顯示：服務品質對顧客滿意度有正向的影響，而顧客滿意程度愈高，顧客的忠誠度也愈高。在服務品質的「直接測量」和「間接測量」兩方法的測量效果上，直測測量具有較佳的分析效果。最後，根據研究結論提出建議，以提供國內入口網站業者改善及後續研究參考。

The populations of internet user gradually rise by year. It shows the competitive internet market in Taiwan. Therefore, the purpose of this study was to determine the extent of disconfirmation of the perceived quality of Portal sites services, and its relationship to service quality, customer's satisfaction and customer loyalty. In addition, the research would compare between direct measurement and gap measurement. The research result shows that service quality has positive effect on customer satisfaction and customer satisfaction has positive effect on customer loyalty. Besides, service quality measured by direct measurement is more effective than by gap measurement. The final section of this article considers the implications of this finding for Portal sites managers and future research in the area of service.