| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 96 === Service quality is the key success factor for e-commerce because of the low cost and convenience on-line. The purchasing model on e-commerce and traditional business are different. The main components of traditional business transaction are retailing and personal selling. The purposes of this research are evaluating service quality about effectiveness, system availability, fulfillment, privacy, reaction and contact for ticket purchasing on line.
This research is focused on operators of travel agents and samples size is 366. By using of principal component analysis, cluster analysis, variance analysis, correlation analysis and chi-square test, the results of this research are as following: service quality, recovery service quality and financial sensitivity have influences on consumer perception and loyalty; the privacy of service quality have significant difference between age and working seniority; the reaction and contact on recovery service quality have no significant difference on gender, age, education and working seniority.
The travel agents can improve consumer perception and loyalty about ticket purchasing on line by enhancing service quality, which improvement can attract consumers to increase their purchasing satisfation .
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