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Title page for etd-0819110-020447


URN etd-0819110-020447 Statistics This thesis had been viewed 1987 times. Download 10 times.
Author Bo-Chuan Pan
Author's Email Address No Public.
Department Management Business Administration
Year 2009 Semester 2
Degree Master Type of Document Master's Thesis
Language Chinese&English Page Count 118
Title APPLYING E-RecS-QUAL SCALE TO ASSESS THE EFFECTS OF E-SERVICE QUALITY RECOVERY ON E-LOYALTY
Keyword
  • E-RecS-Qual
  • On-line service recovery
  • On-line loyalty
  • On-line loyalty
  • On-line service recovery
  • E-RecS-Qual
  • Abstract Services are inseparability, intangibility and variability; it’s difficult to avoid service failure (Levesque and McDougall, 2000) and the number of on-line customers with dissatisfied experience is notable (Meuter et al. 2000). These unsatisfying service encounters cause annual Web sales losses of several billion dollars per year (Rust and Lemon, 2001). This study discusses the effects of on-line service recovery on on-line loyalty, and explores the mediating effects of trust, on-line satisfaction and corporate image in the on-line service recovery environment.
    The study sample was collected using the Internet survey. We applied E-RecS-Qual scale to measure the on-line service recovery. We adopt AMOS 6.0 to analyze a structural equation model and to estimate relationships among all dimensions.
    The results showed that on-line service recovery has positively increased on-line loyalty, on-line satisfaction, trust and corporate image; on-line satisfaction, trust and corporate image can positively increase on-line loyalty; on-line satisfaction, trust and corporate image have mediating effect between on-line service recovery and on-line loyalty.
    Besides, part of the samples did not experience a true on-line service recovery, and the conditions of the situation are provided for the subjects to answer, so the study results may be affected. Finally, we found that on-line satisfaction; trust and corporate image are the antecedents for the on-line loyalty after consumers accepted the on-line service recovery. Therefore, it’s the first thing for site operators to fulfill the on-line satisfaction, trust and corporate image after the thoughtful on-line service recovery if they want to let consumers to keep the on-line loyalty.
    Advisor Committee
  • Hao-Erl Yang - advisor
  • Jaw-Sin Su - co-chair
  • Kun-Huang Yeh - co-chair
  • Files indicate in-campus access only
    Date of Defense 2010-07-28 Date of Submission 2010-08-19


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