Explore the Customer Loyalty in Group Buying Service Using the Perspectives on Customer Perception and Satisfaction: A Case of Facebook Fan Page

• Main Authors: Chang, Shu-Wei, 張書瑋
• Other Authors: Wang, Chia-Chen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/34zbps

碩士 === 真理大學 === 企業管理學系碩士班 === 101 === In recent years, the group buying trend is never faded. In Taiwan, eight of the top ten group buying companies have built up their own fan pages on Facebook. In this study, we focus on the circumstance of vigorous development of Facebook group buying fan pages. We investigate the customer loyalty using economic, social, and psychological perspectives and e-SERVQUAL model is adopted to evaluate the service quality. An online questionnaire survey is adopted to collect data from Facebook group buying fan pages users. We empirically recruit 193 purposive samples and test the proposed relationships utilizing Amos path analysis. The results showed: (1) The dimensions of fulfillment and privacy within the e-service quality are positively contributed to customer satisfaction toward the Facebook group buying fan pages. The effects of responsiveness and compensation are insignificant. (2) The dimensions of perceived responsiveness and trust within the customer perception are positively contributed to continuance intention toward the Facebook group buying fan pages. The dimensions of others' confiding personal info is negative contributed to continuance intention toward the Facebook group buying fan pages. The effects of demand externalities, price sensitivity and conformity are insignificant. (3) There is a positive relationship between customer satisfaction and customer loyalty. The results indicate that not only customer satisfaction but also customer perceptions influence the customer loyalty. The information provides guidance in managing group buying industry and researchers.