Evaluating and enhancing the service quality and customer loyalty of e-commerce

碩士 === 國立雲林科技大學 === 資訊管理系 === 104 === With the rapid development of Internet, e-commerce has become increasingly prevalent. But unlike off-line shopping, there is online shopping is more risky. As a result, under fierce competition, operators of e-commerce must effectively enhance customer loyalty....

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Main Authors: Chia-Chi Chen, 陳佳琪
Other Authors: CHUANG,HUAN-MING
Format: Others
Language:zh-TW
Published: 2016
Online Access:http://ndltd.ncl.edu.tw/handle/62775884038895583641
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spelling ndltd-TW-104YUNT03960602017-09-24T04:40:40Z http://ndltd.ncl.edu.tw/handle/62775884038895583641 Evaluating and enhancing the service quality and customer loyalty of e-commerce 電子商務服務品質與顧客忠誠度之評估與改善研究 Chia-Chi Chen 陳佳琪 碩士 國立雲林科技大學 資訊管理系 104 With the rapid development of Internet, e-commerce has become increasingly prevalent. But unlike off-line shopping, there is online shopping is more risky. As a result, under fierce competition, operators of e-commerce must effectively enhance customer loyalty. This study establishes a research framework based on the extended valence framework, then evaluates and compares the performance of major e-commerce operators in Taiwan. Major research findings can be summarized as follows: (1) assessment criteria weights: entropy analysis reveals that most important antecedent factors for customer loyalty are perceived trust and perceived risk and (2) multiple criteria decision analysis tools: TOPSIS and VIKOR for two major e-commerce operators’ performance appraisal, compared with actual performance of their customer loyalty, showing two tools have enough objectivity and applicability. Furthermore, though bases on the same concepts of ideal and negative-ideal solutions, VIKOR is appropriate for in-depth analysis of performance gaps. The main findings will help provide e-commerce operators practical guidance for improving their customers’ loyalty. CHUANG,HUAN-MING 莊煥銘 2016 學位論文 ; thesis 53 zh-TW
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language zh-TW
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description 碩士 === 國立雲林科技大學 === 資訊管理系 === 104 === With the rapid development of Internet, e-commerce has become increasingly prevalent. But unlike off-line shopping, there is online shopping is more risky. As a result, under fierce competition, operators of e-commerce must effectively enhance customer loyalty. This study establishes a research framework based on the extended valence framework, then evaluates and compares the performance of major e-commerce operators in Taiwan. Major research findings can be summarized as follows: (1) assessment criteria weights: entropy analysis reveals that most important antecedent factors for customer loyalty are perceived trust and perceived risk and (2) multiple criteria decision analysis tools: TOPSIS and VIKOR for two major e-commerce operators’ performance appraisal, compared with actual performance of their customer loyalty, showing two tools have enough objectivity and applicability. Furthermore, though bases on the same concepts of ideal and negative-ideal solutions, VIKOR is appropriate for in-depth analysis of performance gaps. The main findings will help provide e-commerce operators practical guidance for improving their customers’ loyalty.
author2 CHUANG,HUAN-MING
author_facet CHUANG,HUAN-MING
Chia-Chi Chen
陳佳琪
author Chia-Chi Chen
陳佳琪
spellingShingle Chia-Chi Chen
陳佳琪
Evaluating and enhancing the service quality and customer loyalty of e-commerce
author_sort Chia-Chi Chen
title Evaluating and enhancing the service quality and customer loyalty of e-commerce
title_short Evaluating and enhancing the service quality and customer loyalty of e-commerce
title_full Evaluating and enhancing the service quality and customer loyalty of e-commerce
title_fullStr Evaluating and enhancing the service quality and customer loyalty of e-commerce
title_full_unstemmed Evaluating and enhancing the service quality and customer loyalty of e-commerce
title_sort evaluating and enhancing the service quality and customer loyalty of e-commerce
publishDate 2016
url http://ndltd.ncl.edu.tw/handle/62775884038895583641
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