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題名 服務差異於電子平台上之研究
A Study of Service Deviations on E-platforms
作者 陳品君
Chen Pin Jiun
貢獻者 尚孝純
陳品君
Chen Pin Jiun
關鍵詞 服務差異
轉移行為
Service deviation
Switching behavior
日期 2012
上傳時間 1-Oct-2013 11:59:10 (UTC+8)
摘要 服務差異，意即服務供應者所提供的服務品質與顧客使用後所感受到的服務品質間的落差，可能出現在服務傳遞過程中的任何環節裡。由於顧客通常根據他們所感受到的服務品質與他們購買前的期望來評估一項服務的品質，因此服務差異可能將引起顧客的不滿意感受，並促使顧客對服務供應者採取某些表達其不滿感受的行動。若大部分不滿意的顧客最後都採取轉換服務供應者的行動，原本的服務供應者的市佔率與未來的獲利勢必都將面臨威脅，因此服務供應廠商應了解於其所提供的服務類型中可能存在哪些類型的服務差異。
　　然服務差異不僅存在於現實生活中的服務，亦存在於透過網際網路傳遞的e-service中。由於網際網路的普及與通訊科技的進步，越來越多的服務提供者與產品提供者將其市場拓展的網路平台上。然e-service與現實生活中的服務仍有些不同，例如：實體服務是透過人來傳遞，而e-service則是透過網路平台提供服務給顧客，因此顧客必須自己完成所需的服務。也由於e-service與實體服務存在這些不同的特性，因此存在於e-service中的服務差異可能也與發生於實體服務中的有些不同。
　　本研究期望能了解不同類型的e-service的顧客可能經歷哪些類型的服務差異，並期望找出影響這些曾有過不滿意經驗的顧客留下來繼續使用的因素可能有哪些？透過文獻探討與案例蒐集，本研究整理出顧客最常經歷的服務差異類型與主要影響不滿意的顧客繼續使用服務的因素，並發現其實僅有少數經歷服務差異的顧客最後選擇離開原本的服務提供者。爾後，本研究進一步使用問卷調查了解這些服務差異與影響因素是否與發生於實體服務中的有所不同，並了解不同類型的e-service於服務差異與影響因素是否存在差異。
　　研究結果發現：部分發生於e-service的服務差異並未存在實體服務中，且影響不滿意的顧客仍繼續使用此e-service的因素也與影響實體服務顧客的因素有些許不同。此外，我們亦發現，不同類型的e-service於服務差異和影響因素上也會有所不同。期望本研究發現能協助e-service服務提供者能更加了解其顧客的行為。
Service deviation, which refers to the existing gap between service delivered by a service provider and that perceived by the customer, can occur anywhere in the process of service delivery. Because customers typically evaluate service quality in relation to service they have previously received and pre-purchase expectations, service deviation may lead to customer dissatisfaction expressed through specific behavior. For instance, some customers might complain to service providers, others may spread negative opinions of the service through word of mouth, and still other customers may respond by searching for alternative service providers. If dissatisfied customers follow through and switch providers, the service provider being abandoned can expect their market share to decrease and further influence their profits. Thus, firms can benefit from understanding the possible and probable service deviations related to the services they provide. Service deviation not only exists in general services but also in Internet service environments. Given that the Web and related communication technologies are continually enhanced, firms are expanding their markets to include e-services. The characteristics of e-services lead to specific types of service deviation in response to customer dissatisfaction. However, not all dissatisfied customers who intend to switch actually follow through. For example, both Google and Facebook receive many complaints, but they are still the largest and second-largest sites in the world. Why do dissatisfied customers stay with a provider despite perceiving the potential for service deviation? This study tries to explore the types of service deviation that Internet customers experience in relation to various e-platforms, and examine why dissatisfied customers choose to stay with e-service providers despite having contemplated deviation. Using literature review and a case analysis, the researcher determined the most frequent deviation types and factors that usually influence customers’ switching behavior, and found that only a minority of service deviations result in a customer switching to another e-platform. By using questionnaire the study further assess whether these service deviations and factors are different from those happen in general service. It is found that various types of e-service have different types of service deviation and factors. Some of the service deviations happen on e-platforms do not occur in general services, while factors that keep customers stay with dis-satisfied e-services are also different. It is hoped that the findings can help e-service providers to better understand the characteristics of e-service customer behavior.
參考文獻 Anderson, Eugene W, & Sullivan, Mary W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing science, 12(2), 125-143.
2. Barnes, Stuart J, & Vidgen, Richard. (2001). An evaluation of cyber-bookshops: The WebQual method. International Journal of Electronic Commerce, 6, 11-30.
3. Berry, Leonard L, Zeithaml, Valarie A, & Parasuraman, A. (1985). Quality counts in services, too. Business Horizons, 28(3), 44-52.
4. Boyer, Kenneth K, Hallowell, Roger, & Roth, Aleda V. (2002). E-services: operating strategy—a case study and a method for analyzing operational benefits. Journal of Operations Management, 20(2), 175-188.
5. Burnham, Thomas A, Frels, Judy K, & Mahajan, Vijay. (2003). Consumer switching costs: a typology, antecedents, and consequences. Journal of the Academy of Marketing Science, 31(2), 109-126.
6. Colgate, Mark, Tong, Vicky Thuy-Uyen, Lee, Christina Kwai-Choi, & Farley, John U. (2007). Back from the brink: why customers stay. Journal of Service Research, 9(3), 211-228.
7. Cox, J, & Dale, Barrie G. (2001). Service quality and e-commerce: an exploratory analysis. Managing service quality, 11(2), 121-131.
8. Cronin Jr, J Joseph, & Taylor, Steven A. (1992). Measuring service quality: a reexamination and extension. The Journal of Marketing, 55-68.
9. Davis, Fred D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
10. Fornell, Claes. (1992). A national customer satisfaction barometer: the Swedish experience. the Journal of Marketing, 6-21.
11. Gounaris, Spiros, Dimitriadis, Sergios, & Stathakopoulos, Vlasis. (2010). An examination of the effects of service quality and satisfaction on customers` behavioral intentions in e-shopping. Journal of services marketing, 24(2), 142-156.
12. Hoffman, Donna L, & Novak, Thomas P. (1996). Marketing in hypermedia computer-mediated environments: conceptual foundations. The Journal of Marketing, 50-68.
13. Hoffman, K Douglas. (2003). Marketing+ MIS= e-service. Communications of the ACM, 46(6), 53-55.
14. Johnston, Robert. (1995). The determinants of service quality: satisfiers and dissatisfiers. International Journal of Service Industry Management, 6(5), 53-71.
15. Jones, Michael A, Mothersbaugh, David L, & Beatty, Sharon E. (2000). Switching barriers and repurchase intentions in services. Journal of retailing, 76(2), 259-274.
16. Julander, C, & Söderlund, Magnus. (2003). Effects of switching barriers on satisfaction, repurchase intentions and attitudinal loyalty. SSE/EFI Working Paper Series in Business Administration, 1, 1-21.
17. Li, Hongxiu, & Suomi, Reima. (2007). Evaluating electronic service quality: a transaction process based evaluation model. Proceedings of ECIME, 331-340.
18. Lu, Tim, Tu, Rungting, & Jen, William. (2011). The role of service value and switching barriers in an integrated model of behavioural intentions. Total Quality Management & Business Excellence, 22(10), 1071-1089.
19. Maute, Manfred F, & Forrester, William R. (1993). The structure and determinants of consumer complaint intentions and behavior. Journal of Economic Psychology, 14(2), 219-247.
20. Parasuraman, Ananthanarayanan, Zeithaml, Valarie A, & Berry, Leonard L. (1985). A conceptual model of service quality and its implications for future research. The Journal of Marketing, 41-50.
21. Parasuraman, Ananthanarayanan, Zeithaml, Valarie A, & Malhotra, Arvind. (2005). ES-QUAL a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.
22. Ping, Robert A. (1993). The effects of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect. Journal of Retailing, 69(3), 320-352.
23. Rappa, Michael. (2000). Business models on the web. North Carolina State University (ecommerce. ncsu. edu), 13.
24. Rust, Roland T, & Kannan, PK. (2003). E-service: a new paradigm for business in the electronic environment. Communications of the ACM, 46(6), 36-42.
25. Rust, Roland T, & Lemon, Katherine N. (2001). E-service and the consumer. International Journal of Electronic Commerce, 5, 85-102.
26. Santos, Jessica. (2003). E-service quality: A model of virtual service quality dimensions. Managing Service Quality, 13(3), 233-233.
27. Schultze, Ulrike. (2003). Complementing self-serve technology with service relationships: the customer perspective. E-service Journal, 3(1), 7-31.
28. Shang, Shari SC, Yeh, Yi-Chen, & Wu, Ya-Ling. (2012). AN ANALYSIS OF REWARD SYSTEMS OF ELECTRONIC SERVICES. Paper presented at the The International Conference on Informatics and Applications (ICIA2012).
29. Wolfinbarger, Mary, & Gilly, Mary C. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of retailing, 79(3), 183-198.
30. Yang, Zhilin, & Fang, Xiang. (2004). Online service quality dimensions and their relationships with satisfaction: a content analysis of customer reviews of securities brokerage services. International Journal of Service Industry Management, 15(3), 302-326.
31. Yim, Chi Kin Bennett, Chan, Kimmy Wa, & Hung, Kineta. (2007). Multiple reference effects in service evaluations: Roles of alternative attractiveness and self-image congruity. Journal of Retailing, 83(1), 147-157.
32. Yoo, Boonghee, & Donthu, Naveen. (2001). Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2, 31-46.
33. Zeithaml, Valarie A, Berry, Leonard L, & Parasuraman, Ananthanarayanan. (1996). The behavioral consequences of service quality. The Journal of Marketing, 31-46.
34. Zeithaml, Valarie A, Parasuraman, Arun, & Malhotra, Arvind. (2002). Service quality delivery through web sites: a critical review of extant knowledge. Journal of the academy of marketing science, 30(4), 362-375.
描述 碩士
國立政治大學
資訊管理研究所
100356014
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100356014
資料類型 thesis
dc.contributor.advisor 尚孝純zh_TW
dc.contributor.author (Authors) 陳品君zh_TW
dc.contributor.author (Authors) Chen Pin Jiunen_US
dc.creator (作者) 陳品君zh_TW
dc.creator (作者) Chen Pin Jiunen_US
dc.date (日期) 2012en_US
dc.date.accessioned 1-Oct-2013 11:59:10 (UTC+8)-
dc.date.available 1-Oct-2013 11:59:10 (UTC+8)-
dc.date.issued (上傳時間) 1-Oct-2013 11:59:10 (UTC+8)-
dc.identifier (Other Identifiers) G0100356014en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/61182-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 100356014zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) 服務差異，意即服務供應者所提供的服務品質與顧客使用後所感受到的服務品質間的落差，可能出現在服務傳遞過程中的任何環節裡。由於顧客通常根據他們所感受到的服務品質與他們購買前的期望來評估一項服務的品質，因此服務差異可能將引起顧客的不滿意感受，並促使顧客對服務供應者採取某些表達其不滿感受的行動。若大部分不滿意的顧客最後都採取轉換服務供應者的行動，原本的服務供應者的市佔率與未來的獲利勢必都將面臨威脅，因此服務供應廠商應了解於其所提供的服務類型中可能存在哪些類型的服務差異。
　　然服務差異不僅存在於現實生活中的服務，亦存在於透過網際網路傳遞的e-service中。由於網際網路的普及與通訊科技的進步，越來越多的服務提供者與產品提供者將其市場拓展的網路平台上。然e-service與現實生活中的服務仍有些不同，例如：實體服務是透過人來傳遞，而e-service則是透過網路平台提供服務給顧客，因此顧客必須自己完成所需的服務。也由於e-service與實體服務存在這些不同的特性，因此存在於e-service中的服務差異可能也與發生於實體服務中的有些不同。
　　本研究期望能了解不同類型的e-service的顧客可能經歷哪些類型的服務差異，並期望找出影響這些曾有過不滿意經驗的顧客留下來繼續使用的因素可能有哪些？透過文獻探討與案例蒐集，本研究整理出顧客最常經歷的服務差異類型與主要影響不滿意的顧客繼續使用服務的因素，並發現其實僅有少數經歷服務差異的顧客最後選擇離開原本的服務提供者。爾後，本研究進一步使用問卷調查了解這些服務差異與影響因素是否與發生於實體服務中的有所不同，並了解不同類型的e-service於服務差異與影響因素是否存在差異。
　　研究結果發現：部分發生於e-service的服務差異並未存在實體服務中，且影響不滿意的顧客仍繼續使用此e-service的因素也與影響實體服務顧客的因素有些許不同。此外，我們亦發現，不同類型的e-service於服務差異和影響因素上也會有所不同。期望本研究發現能協助e-service服務提供者能更加了解其顧客的行為。		zh_TW
dc.description.abstract (摘要) Service deviation, which refers to the existing gap between service delivered by a service provider and that perceived by the customer, can occur anywhere in the process of service delivery. Because customers typically evaluate service quality in relation to service they have previously received and pre-purchase expectations, service deviation may lead to customer dissatisfaction expressed through specific behavior. For instance, some customers might complain to service providers, others may spread negative opinions of the service through word of mouth, and still other customers may respond by searching for alternative service providers. If dissatisfied customers follow through and switch providers, the service provider being abandoned can expect their market share to decrease and further influence their profits. Thus, firms can benefit from understanding the possible and probable service deviations related to the services they provide. Service deviation not only exists in general services but also in Internet service environments. Given that the Web and related communication technologies are continually enhanced, firms are expanding their markets to include e-services. The characteristics of e-services lead to specific types of service deviation in response to customer dissatisfaction. However, not all dissatisfied customers who intend to switch actually follow through. For example, both Google and Facebook receive many complaints, but they are still the largest and second-largest sites in the world. Why do dissatisfied customers stay with a provider despite perceiving the potential for service deviation? This study tries to explore the types of service deviation that Internet customers experience in relation to various e-platforms, and examine why dissatisfied customers choose to stay with e-service providers despite having contemplated deviation. Using literature review and a case analysis, the researcher determined the most frequent deviation types and factors that usually influence customers’ switching behavior, and found that only a minority of service deviations result in a customer switching to another e-platform. By using questionnaire the study further assess whether these service deviations and factors are different from those happen in general service. It is found that various types of e-service have different types of service deviation and factors. Some of the service deviations happen on e-platforms do not occur in general services, while factors that keep customers stay with dis-satisfied e-services are also different. It is hoped that the findings can help e-service providers to better understand the characteristics of e-service customer behavior.en_US
dc.description.tableofcontents CONTENT
CHAPTER 1 INTRODUCTION 1
1.1 The implications of e-service 1
1.2 The importance of service quality 2
1.3 Customer behavior on e-platforms 3
1.4 Research objective 5
CHAPTER 2 LITERATURE REVIEW 6
2.1 E-services 6
2.2 Service-quality dimensions 10
2.3 Switching costs with e-services 13
CHAPTER 3 METHODOLOGY 24
3.1 Case analysis 24
3.2 Preliminary findings on e-service deviation 25
3.3 Data collection and analysis 27
CHAPTER 4 RESEARCH RESULTS 28
4.1 Results of service deviation regardless of e-service type 28
4.2 Results of service deviation considering e-service type 30
4.3 Results of the question “why did customers not switch regardless of e-service type” 32
4.4 Results of why customers did not switch, considering e-service type 35
CHAPTER 5 DISCUSSION 39
5.1 Service deviation 39
5.2 Factors that affect customers’ switching behavior 41
CHAPTER 6 CONCLUSION 45
6.1 Summary 45
6.2 Limitations and future research 46
REFERENCES 49
APPENDIX A 52		zh_TW
dc.format.extent 857860 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100356014en_US
dc.subject (關鍵詞) 服務差異zh_TW
dc.subject (關鍵詞) 轉移行為zh_TW
dc.subject (關鍵詞) Service deviationen_US
dc.subject (關鍵詞) Switching behavioren_US
dc.title (題名) 服務差異於電子平台上之研究zh_TW
dc.title (題名) A Study of Service Deviations on E-platformsen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Anderson, Eugene W, & Sullivan, Mary W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing science, 12(2), 125-143.
2. Barnes, Stuart J, & Vidgen, Richard. (2001). An evaluation of cyber-bookshops: The WebQual method. International Journal of Electronic Commerce, 6, 11-30.
3. Berry, Leonard L, Zeithaml, Valarie A, & Parasuraman, A. (1985). Quality counts in services, too. Business Horizons, 28(3), 44-52.
4. Boyer, Kenneth K, Hallowell, Roger, & Roth, Aleda V. (2002). E-services: operating strategy—a case study and a method for analyzing operational benefits. Journal of Operations Management, 20(2), 175-188.
5. Burnham, Thomas A, Frels, Judy K, & Mahajan, Vijay. (2003). Consumer switching costs: a typology, antecedents, and consequences. Journal of the Academy of Marketing Science, 31(2), 109-126.
6. Colgate, Mark, Tong, Vicky Thuy-Uyen, Lee, Christina Kwai-Choi, & Farley, John U. (2007). Back from the brink: why customers stay. Journal of Service Research, 9(3), 211-228.
7. Cox, J, & Dale, Barrie G. (2001). Service quality and e-commerce: an exploratory analysis. Managing service quality, 11(2), 121-131.
8. Cronin Jr, J Joseph, & Taylor, Steven A. (1992). Measuring service quality: a reexamination and extension. The Journal of Marketing, 55-68.
9. Davis, Fred D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
10. Fornell, Claes. (1992). A national customer satisfaction barometer: the Swedish experience. the Journal of Marketing, 6-21.
11. Gounaris, Spiros, Dimitriadis, Sergios, & Stathakopoulos, Vlasis. (2010). An examination of the effects of service quality and satisfaction on customers` behavioral intentions in e-shopping. Journal of services marketing, 24(2), 142-156.
12. Hoffman, Donna L, & Novak, Thomas P. (1996). Marketing in hypermedia computer-mediated environments: conceptual foundations. The Journal of Marketing, 50-68.
13. Hoffman, K Douglas. (2003). Marketing+ MIS= e-service. Communications of the ACM, 46(6), 53-55.
14. Johnston, Robert. (1995). The determinants of service quality: satisfiers and dissatisfiers. International Journal of Service Industry Management, 6(5), 53-71.
15. Jones, Michael A, Mothersbaugh, David L, & Beatty, Sharon E. (2000). Switching barriers and repurchase intentions in services. Journal of retailing, 76(2), 259-274.
16. Julander, C, & Söderlund, Magnus. (2003). Effects of switching barriers on satisfaction, repurchase intentions and attitudinal loyalty. SSE/EFI Working Paper Series in Business Administration, 1, 1-21.
17. Li, Hongxiu, & Suomi, Reima. (2007). Evaluating electronic service quality: a transaction process based evaluation model. Proceedings of ECIME, 331-340.
18. Lu, Tim, Tu, Rungting, & Jen, William. (2011). The role of service value and switching barriers in an integrated model of behavioural intentions. Total Quality Management & Business Excellence, 22(10), 1071-1089.
19. Maute, Manfred F, & Forrester, William R. (1993). The structure and determinants of consumer complaint intentions and behavior. Journal of Economic Psychology, 14(2), 219-247.
20. Parasuraman, Ananthanarayanan, Zeithaml, Valarie A, & Berry, Leonard L. (1985). A conceptual model of service quality and its implications for future research. The Journal of Marketing, 41-50.
21. Parasuraman, Ananthanarayanan, Zeithaml, Valarie A, & Malhotra, Arvind. (2005). ES-QUAL a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.
22. Ping, Robert A. (1993). The effects of satisfaction and structural constraints on retailer exiting, voice, loyalty, opportunism, and neglect. Journal of Retailing, 69(3), 320-352.
23. Rappa, Michael. (2000). Business models on the web. North Carolina State University (ecommerce. ncsu. edu), 13.
24. Rust, Roland T, & Kannan, PK. (2003). E-service: a new paradigm for business in the electronic environment. Communications of the ACM, 46(6), 36-42.
25. Rust, Roland T, & Lemon, Katherine N. (2001). E-service and the consumer. International Journal of Electronic Commerce, 5, 85-102.
26. Santos, Jessica. (2003). E-service quality: A model of virtual service quality dimensions. Managing Service Quality, 13(3), 233-233.
27. Schultze, Ulrike. (2003). Complementing self-serve technology with service relationships: the customer perspective. E-service Journal, 3(1), 7-31.
28. Shang, Shari SC, Yeh, Yi-Chen, & Wu, Ya-Ling. (2012). AN ANALYSIS OF REWARD SYSTEMS OF ELECTRONIC SERVICES. Paper presented at the The International Conference on Informatics and Applications (ICIA2012).
29. Wolfinbarger, Mary, & Gilly, Mary C. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of retailing, 79(3), 183-198.
30. Yang, Zhilin, & Fang, Xiang. (2004). Online service quality dimensions and their relationships with satisfaction: a content analysis of customer reviews of securities brokerage services. International Journal of Service Industry Management, 15(3), 302-326.
31. Yim, Chi Kin Bennett, Chan, Kimmy Wa, & Hung, Kineta. (2007). Multiple reference effects in service evaluations: Roles of alternative attractiveness and self-image congruity. Journal of Retailing, 83(1), 147-157.
32. Yoo, Boonghee, & Donthu, Naveen. (2001). Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2, 31-46.
33. Zeithaml, Valarie A, Berry, Leonard L, & Parasuraman, Ananthanarayanan. (1996). The behavioral consequences of service quality. The Journal of Marketing, 31-46.
34. Zeithaml, Valarie A, Parasuraman, Arun, & Malhotra, Arvind. (2002). Service quality delivery through web sites: a critical review of extant knowledge. Journal of the academy of marketing science, 30(4), 362-375.		zh_TW