網路與實體購物的服務品質對顧客滿意與忠誠的影響：以服飾業為例。

Abstract

網際網路的普及造就了電子商務的蓬勃發展，網路購物的興起改變消費者的消費習慣。網路商店不受時間與空間之限制，可以提供顧客多樣化服務，許多服飾品牌除了經營實體店面外，亦會建立專屬購物網站，將多重通路之綜效發揮到極致。 本研究透過線上問調查法，以LISREL進行統計分析與假設驗證，探討在服飾業中，線上與線下通路之服務品質是否會影響滿意度及忠誠度，而滿意度是否會影響忠誠度，以及線上及線下滿意度是否存在顯著之交互影響。希望提供同時經營網路以及實體店面的服飾業者具體的行銷策略建議，供未來營運做為參考。 本研究實證結果如下： 一、 服飾品牌之線上服務品質對線上顧客滿意度具有顯著正向影響。 二、 服飾品牌之線下服務品質對與線下顧客滿意度具有顯著正向影響。 三、 服飾品牌之線上服務品質對顧客忠誠度不具有顯著正向影響。 四、 服飾品牌之線下服務品質對顧客忠誠度不具有顯著正向影響。 五、 服飾品牌之線上顧客滿意度對顧客忠誠度具有顯著正向影響。 六、 服飾品牌之線下顧客滿意度對顧客忠誠度具有顯著正向影響。 七、 服飾品牌之線上顧客滿意度對線下顧客滿意度不具有顯著正向影響。 八、 服飾品牌之線下顧客滿意度對線上顧客滿意度具有顯著正向影響。

The popularity of the Internet has created a booming e-commerce, and the rise of online shopping change consumers’ habits.The owner of online stores are not subject to the constraints of time and space, they can provide diversified services to consumers. Many owners of apparel brands operate not only entities store but also shopping sites to maximize the efficiency. Based on the LISREL statistical analysis and hypothesis verification, we explore whether service quality of online and offline channel will affect satisfaction and loyalty in the apparel industry, and whether satisfaction will affect loyalty, and whether there is a significant interaction between online and offline satisfaction. In order to provide specific marketing strategy recommendations to the owners who operate online and offline apparel stores simultaneously. The empirical results of this study are as follows: 1.For apparel brands, online service quality has a significant positive impact on the online customer satisfaction. 2.For apparel brands, offline service quality has a significant positive impact on the offline customer satisfaction. 3.For apparel brands, online service quality does not have a significant positive impact on customer loyalty. 4.For apparel brands, offline service quality does not have a significant positive impact on customer loyalty. 5.For apparel brands, online customer satisfaction has a significant positive impact on customer loyalty. 6.For apparel brands, offline customer satisfaction has a significant positive impact on customer loyalty. 7.For apparel brands, online customer satisfaction does not have a significant positive impact on offline customer satisfaction. 8.For apparel brands, offline customer satisfaction has a significant positive impact on online customer satisfaction.