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The Influences of Service Quality, Satisfaction, and Trust on Customer’s Loyalty in Online Purchasing
Lee ,Wen Chung
Lee ,Wen Chung
|Issue Date: ||2009-09-18 13:30:21 (UTC+8)|
The rise of online purchasing has changed people’s purchasing habits. Online shop is an important marketing channel for a business because of its open-ended shop hours and virtual shopping space as well as providing diversified services for customers. It appears that the online purchasing environment in Taiwan is fast-growing and competitive. Therefore, increasing purchasing frequencies and improving customer’s loyalty are important tasks for all online shops.
This study investigated the factors that influence consumer’s online purchasing loyalty. It discussed and examined the relationship among online service quality, satisfaction, trust, and loyalty. In the study, service quality is found to not only directly affect loyalty but also indirectly affect loyalty via satisfaction. Trust is also found to indirectly affect loyalty via satisfaction. Besides, in the investigation of online purchasing behavior, there are three main findings. The first, the main reasons why consumers choose online shopping are considering convenience and lower price. The second, they are most worried about personal information outflow and defective products. The third, they most care about reliability of product and service as well as security of online purchasing. As a result, in order to improve customer loyalty, it should increase the online service quality and security those provide consumer a convenient and safe shopping environment.
(3) 方世榮譯(2003)，行銷管理學，第11版，台北：台灣東華。譯自Pillip Kotler(2002)。
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|Source URI: ||http://thesis.lib.nccu.edu.tw/record/#G0093355030|
|Data Type: ||thesis|
|Appears in Collections:||[企業管理學系] 學位論文|
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