服務品質對顧客滿意度影響性之研究──以momo購物網站為例

The influence of service quality on satisfaction: An empirical study of momoshop

在這後疫情的時代下限縮人們外出的意願，消費者對於出門購物的習性已有所轉變，養成了網路購物的習慣，促使電子商務的快速成長。此時業者陸續轉戰電子商務市場，亦面臨到許多的商機與挑戰，如何提升消費者的顧客滿意度，以吸引到更多的消費者願意前來購物是電子商務業者所關注的重點，但唯有提供優質服務才能在這激烈的競爭中勝出。 本研究首先確認消費者個人背景變項在各構面上的差異性，再透過SPSS 及SmartPLS 統計軟體來檢驗購物網站服務品質與顧客滿意度之關聯性。最後，研究結果顯示：(1)不同消費者背景變項在服務品質及顧客滿意度上是具有部分顯著差異；(2)momo 購物網站的服務品質對顧客滿意度有著顯著的正向影響。

The development of e-commerce prompts people to pursue the convenience of technology. It is essential to rise online shopping experience by improving service quality. Retailers must build outstanding service quality to create value and customer’s satisfaction. Our research focuses on the relationships between service quality and satisfaction of a Taiwanese e-commerce provider, namely, momoshop. Our research results show that: (1) the relationship between service quality and customer satisfaction varies with consumer’s demographic characteristics; (2) service quality has significant impacts on satisfaction. Through this research, we can have better understandings of the relationships between service quality and satisfaction. The theoretical and practical implications of this study are also provided. We expect that our analysis and results can be used as a beneficial reference for e-commerce managers for improving their overall performance.