| Summary: | 碩士 === 國立勤益科技大學 === 工業工程與管理系 === 98 === The rapid development of internet and the rise of the World Wide Web, not only to promote the relevant service providers and internet users increased rapidly, more and more makes the social networking site with more show the importance of development potential, as users satisfaction will affect the frequency of the user to access the community and time spent on the site, therefore, in this study the perspective of users for Facebook, the importance of service quality and satisfaction of the impact of.
This study used questionnaires to collect data, reference Parasuraman, Zeithaml and Berry (1988) proposed SERQUAL scale and Parasuraman, Zeithaml and Malhotra (2005) proposed Service Quality Assessment Scale ES-QUAL, efficiency, responsiveness , empathy, privacy and system functions, reliability of these five dimensions of service quality as Facebook, the dimensions of evaluation, and the use of importance - performance analysis, to measure the important attributes and performance, by SPSS 12.0 conducted descriptive statistical analysis, reliability analysis and validity analysis, correlation analysis, independent sample T test analysis of variance analysis and paired samples T test analysis of the importance of service quality and satisfaction degree of the change correlation between the number and impact, the better understanding of Facebook user, importance and satisfaction level of the relationship between the survey results provided to help companies build social networking site can have reference to understand the impact of Facebook user attention and satisfaction factors, the future can contribute to community development and community quality improvement, development of user requirements that meet marketing strategies.
The results show that network quality of service between importance and satisfaction has a significant positive relationship. And through IPA analysis, we found the first work to improve the Facebook site “provides a detailed and extensive navigation information”, “to provide users with communication and exchange of views with each other mechanism”, “for the user of loss of individual compensation”, “real-time updates of information the speed”.
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