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    政大機構典藏 > 商學院 > 資訊管理學系 > 期刊論文 >  Item 140.119/26970
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/26970


    Title: 數位產品網路行銷之顧客滿意度量表建構模式
    Other Titles: A Construction Model of Customer Satisfaction Measurement for Internet Marketing of Digital Products
    Authors: 王怡舜;湯宗益
    Wang,Yi-Shun;Tang,Tzung-I
    Keywords: 網路行銷;數位產品;顧客滿意度;使用者資訊滿意度
    Internet Marketing;Digital Products;Customer Satisfaction;User Information Satisfaction
    Date: 2002-07
    Issue Date: 2009-01-17 15:58:15 (UTC+8)
    Abstract: 本研究探討在數位產品網路行銷環境下,如何有效衡量顧客滿意度。本研究參酌了網路行銷、數位產品、使用者資訊滿意度、以及傳統顧客滿意度等領域的相關文獻,歸納出初步的「顧客滿意度測量構面」,其中包括「數位產品構面」、「網路銷售活動構面」、「資訊系統構面」、「顧客支援構面」、以及「公司文化構面」等五個理論性構面。此外,本研究並進一步發展一個適用於數位產品網路行銷環境之「顧客滿意度量表建構模式」,此模式不僅有助於數位產品業者發展本身的「顧客滿意度」測量工具,更可以做為後續研究者在發展顧客滿意度量表時之參考流程;建構一個具有信度與效度的一般化顧客滿意度量表,正是發展網路行銷與電子商務理論的重要基礎,而且該量表將可以提供不同研究結果之間,一個相互解釋與比較的共同架構。
    This study is to explore the measurement of customer satisfaction in Internet contexts for digital products marketing. The researchers review the literature relating to Internet marketing, digital products, user information satisfaction, and traditional customer satisfaction construct. The researchers then propose five theoretical dimensions of customer satisfaction measurement, i.e., digital products, Internet sales activity, information systems, customer support, and company culture. In addition, this study develops a construction model of customer satisfaction measurement for digital products marketing. This model can help practitioners and researchers design an instrument for measuring customer satisfaction. A generic customer satisfaction scale with good reliability and validity is essential to developing Internet marketing and EC theories, and provides researchers with a common framework for explaining, justifying, and comparing differences among results.
    Relation: 中華管理學報, 3(2), 63-79
    Data Type: article
    Appears in Collections:[資訊管理學系] 期刊論文

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