| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 94 === ABSTRACT
Zone of Tolerance: Exploring the Impact of E-Service Quality Dimensions’ Types and Importance
by
Su, Wei-Lun
June 2006
ADVISOR(S)：Chiang, I-Ping Ph. D. and Tsai, Kuen-Hung Ph. D.
DEPARTMENT：Department of Business Administration
MAJOR：Business Administration
DEGREE：Master of Business Administration
This study proposes to introduce the idea of “zone of tolerance” in order to enrich the measurement of e-service theory. We try to answer the following three main research issues: First, can zone of tolerance solve the drawbacks of current measurement tools in online service? Second, what is the impact of e-service quality dimensions’ importance on zone of tolerance? Third, which types of e-service quality dimensions are leading to customers’ satisfaction and which types are leading to their dissatisfaction? Therefore, the purposes of this study are: (1) based on literature review, we propose a new conceptual framework and add zone of tolerance into our e-service quality measuring model; (2) measure the importance of e-service quality and explore the effects on zone of tolerance; (3) use the importance grid to identify the types of e-service quality dimensions then explore its impact on zone of tolerance.
This study uses Zeithaml et al. (2002) e-SERVQUAL’s six service attributions （except reliability） as our e-service quality dimensions of measuring model. 323 samples were collected from the major internet auction forums in Taiwan and the tests show our measuring model has excellent reliability and validity.
The findings of empirical study show that the positive relationship exists between importance and zone of tolerance. It’s opposite to past research findings, which argued the negative relationship between them. The empirical data shows when the importance of service dimensions increases, the expectation level of adequate service quality rises more than the expectation level of desired service quality. It leads to a positive relationship between importance and zone of tolerance. Perceived performance difficulty also plays a positive intervention between importance and zone of tolerance. Furthermore, those e-service quality dimensions should be identified into 2 types which called as basic types (including efficiency, privacy and contact) and performance types (including fulfillment, responsiveness and compensation). However, both types of e-service quality dimensions show no significant effects on zone of tolerance. Finally, conclusions and suggestions are also offered in this study.
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