The Study on the Loyalty of O2O Based on Service Quality of the Loyalty Program of Reward Points.

• Main Authors: Tzu-Ling Liu, 劉子綾
• Other Authors: LIN FEN-HUI
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/nf2sb8

碩士 === 國立中山大學 === 資訊管理學系研究所 === 103 === In the mobile generation, mobile devices have totally bounded up with our lives. Comparing with the personal computer generation, the technology of mobile had broken the limit of space and time, also built up the environment of obtaining information in anywhere and anytime. In the past, retailers came out with the marketing strategy such as the reward points, which can attract customers to collect points actively in a short period. Now, retailers are willing to combine the services with mobile platforms to extend their services. This research aims to understand the loyalty program, which impacts the loyalty in O2O mobile service.According to the previous research, we propose the six dimensions of service quality to test the relations between service quality and loyalty in O2O context. Results show that the dimensions of information, equipment, situation and valence will affect the satisfaction and loyalty.This research provides managerial and practical implications for m-commerce in O2O situation, and explains the limitations and future directions of the studies.