A Study on the Strategy for Service Quality Improvement of Reciprocal Online Shopping Platforms

• Main Authors: Shue-Chen Chen, 陳素珍
• Other Authors: SP LIN
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/17813048856506743360

碩士 === 中華大學 === 科技管理學系碩士在職專班 === 100 === With the popularity of home economy and the change of consumers’ shopping habits, the e-commerce of B2C and C2C is on the trend of growth. Under continuous expansion of scale of online shopping market, the uniqueness and trading convenience and safety will be the key factor of success of operation by online shopping platforms and operators. The reciprocal online shopping platforms, which are characterized by providing reciprocal shopping services, have become one of diversified service items provided by the logistics operators in Taiwan. The reciprocal shopping platform could integrate upstream and downstream customers into closer cooperative relationship and create multi-wins business opportunities. The primary purposes of the study are to clarify the demands from the customers for the services provided by the reciprocal online shopping platforms and furthermore, use IPGA model to analyze the gap of service quality of reciprocal online shopping platform provided by the logistics operators for their industrial customers. It is also hoped that QFD could find out high-efficient and high-effective improvement solutions for main corresponding service items that need improvement to help logistics service management plan improvement strategy for enhancing service quality of reciprocal online shopping platforms. With the reciprocal online shopping platform of a logistics company H Company as case study, the study collected data by questionnaire surveys. The contents of questionnaire included the degree of emphasis and satisfaction with the service provided by online platform. With users of the reciprocal online shopping platform and other ordinary shopping platforms as subjects, total 135 effective questionnaires were recovered. The study found that the top item demanded from the users for the reciprocal online platform was the item of security in information quality, followed by the item of trust in the service quality. In addition, the study also found that IPGA and QFD did help reciprocal online shopping platform, under limited resources, introduce an effective direction for improving service quality. In the last part, according to the results, the study made recommendations for logistics industry’s reference in implementing decision-making of reciprocal online services.