The Effects of Online Retailing Service Quality on Relationship Quality and Behavioral Intentions
Date Issued
2005
Date
2005
Author(s)
Chu, Han-Nung
DOI
zh-TW
Abstract
By the prevalence of broadband networks and multimedia PCs, the diversity of retail merchandise sold on Internet, as well as the improvement and innovation of ways to sell goods and to provide service, consumers’ level of adopting Internet shopping was increasing gradually, which brought the online retailing a huge amount of revenues. In physical environments, service quality was considered to be related to customer satisfaction and loyalty significantly. Service quality, therefore, was expected a critical success factor of the online retailing. The issues of service quality in physical circumstances had been discussed extensively, and the measurement tools had been developed to a mature stage. In the online retailing, however, consumers faced almost entirely different ways to shop and to receive service, those past approaches to measure service quality had to been considered newly when utilizing them in the online retailing.
This research investigated mainly the evolution of definition of service quality and measurement tools, from service industry to retailing industry, and finally to online retailing industry. This research also wanted to establish an online retailing service quality scale which was correspondent with the times and trend. In addition, for the practical purpose to provide managers the guide to make web marketing strategies, this research explored the factors which might affect the perception of online retailing service quality through studying technology adoption researches, and explored the effects of constructs of online retailing service quality on those of relationship quality and behavioral intentions through studying traditional marketing researches.
In the end, this research worked out an online retailing service quality scale with six constructs and thirty-one items, and by multiple regression and SEM analysis, confirmed that it was appropriate to have relationship quality be the intermediary factor between service quality and behavioral intentions. Although not every construct of this scale had significantly postive effect on that of relationship quality and behavioral intentions, generally speaking, service quality positively affected behavioral intentions through positively affecting relationship quality indeed.
Even though the gap scores of service quality and the prior factors found in the technology adoption researches did not have the expected power of explanation, this research still tried to infer the reasons and to explain the parts with statistical significance.
Subjects
線上零售
服務品質
關係品質
行為意向
網路購物
Online Retailing
Service Quality
Relationship Quality
Behavioral Intention
Internet Shopping
Type
other
File(s)![Thumbnail Image]()
Loading...
Name
ntu-94-R88725032-1.pdf
Size
23.31 KB
Format
Adobe PDF
Checksum
(MD5):c2657f28bdfbf5a6a5e713540cb33938