| Summary: | 碩士 === 國立高雄大學 === 高階經營管理碩士在職專班(EMBA) === 106 === The rapid development of the Internet has led many brands or enterprises to enter the
e-commerce platform, and also make consumption patterns and consumption channels more
diversified and varied. Under such a trend, consumers have more opportunities for making
choices, but also lead to consumers shunt, and the competitive pressure of enterprises is
increasing. Unlike physical channel, transactions on the Internet have various problems, such as
qualms about the quality of goods and sources, price volatility and after-sales service. The rise of
consumer awareness and the trend that consumers are paying more and more attention to their
own interests have led that the process of shopping to be scrutinized one by one. Therefore,
enterprise must pay attention to service quality and change consumer impressions about brand or
enterprise by service quality improvement, which can indirectly affect the consumers' repurchase
willingness.
This study combines SERVQUAL and virtual service quality for the design of the
questionnaire scale and collect the perceptions of customers of S brand about the service quality
of its fan page. The Importance-Performance Analysis (IPA) methods was employed for data
analyses. In addition to the overall sample analysis, this study also conducted several analyses for
customers with different characteristics to understand the differences in priority improvement
items. Based on these analyses, this study provides suggestions on improving customer service of
S brand to improve overall service quality and customer satisfaction.
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