The Impact of Relationship Quality on Loyalty in B2C Ecommerce ─ Exploring the Moderating Effects on Service Quality of the Third-Party Logistics

• Main Authors: SHENG-GUI LIN, 林聖貴
• Other Authors: shi-rong fang
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/ad4g93

碩士 === 逢甲大學 === 企業管理所 === 90 === Abstract Internet has became a new marketing channel for enterprises due to it’s characteristic of boundless. But, there are many web sites in Internet, so the consumers usually browse a web quickly. Thus, it’s the most important issue for Internet stores that how to attract consumers and increase their purchase intention, even let them often browse and consume in the web. What Relationship Marketing emphasizes is the enterprise build relationship with consumers actively and treats customer behaviors and feedbacks as essential parts on the development and improvement of products. And when Crosby, Evans & Cowles (1990) proposed the concepts of relationship quality, they suggested that relationship quality influences customer loyalty. Nevertheless, Most prior researches have emphasized that how to improve the trust of the consumers on shopping web sites. But less researches explore that how to improve the relationship quality between the shopping webs and their consumers. Thus, this article focus on relationship quality and explores the relationships among web site reputation, web site design and relationship quality. And exploring the moderating effects on service quality of the third-party logistics that less prior literatures have emphasized. Finally, examining relationship quality between shopping web sites and their consumers could influence customer loyalty. This article uses Internet questionnaire and the subjects were 509 consumers that have purchased on shopping web store and have the delivery service experience from third-party logistics. Then we analyze the datas by factor analysis, regression analysis, cluster analysis, discriminant analysis, MONOVA and LISREL. Finally, we find these results: 1.The better web site reputation in a shopping web site, the more customer satisfaction and trust. And relationship quality between them will improve. 2.The better information system, fun, system use and service quality in a shopping web site, the more customer satisfaction and trust. And relationship quality between them will improve. 3.The relationship between web site reputation and relationship quality would be moderated by the service quality of third-party logistics. And the relationship between web site design and relationship quality would be moderated partly by the service quality of third-party logistics. 4.The more customer satisfaction and trust on the shopping web site, the higher customer loyalty on the shopping web site. 5.The result of the LISREL analysis show that the better web site reputation in a shopping web site, the higher customer loyalty on the shopping web site. Finally, according to the conceptual framework and research findings, the author provides some meanings and suggestions in the theories, empirical studies, practices and future direction.