工商管理Essay范文：Website Attributes On Customer Satisfaction In E-Commerce
本文是工商管理專業的Essay范例，題目是“Website Attributes On Customer Satisfaction In E-Commerce（網站屬性對電子商務客戶滿意度的影響）”，互聯網不再是一種利基技術——它是大眾媒體，是現代生活中不可或缺的一部分。隨著我們的生活變得越來越支離破碎和混亂，消費者在搜索和購買產品時轉向互聯網無與倫比的便利也就不足為奇了。
Introduction介紹
The Internet is no longer a niche technology – it is mass media and an utterly integral part of modern life. As our lives become more fractured and cluttered, it isn’t surprising that consumers turn to the unrivalled convenience of the Internet when it comes to searching and buying product.
Introduction To E-Commerce電子商務概論
The rise of the WWW gives birth to new phenomena in our daily lives, one of which is e-commerce. The internet has played a fundamental and key part to promote selling products and services online which makes life convenient for the audience, which in an inter-connected world, is well, the whole world.
萬維網的興起給我們的日常生活帶來了新的現象，電子商務就是其中之一。互聯網在促進產品和服務的網上銷售方面發揮了根本和關鍵的作用，這為觀眾的生活提供了便利，在一個互聯的世界，是整個世界。
E-Commerce is a subset of an overall e-business strategy consists of the buying and selling of products or services over electronic systems such as the Internet. E-commerce system seeks to add more revenue streams using the World Wide Web or the Internet to build and enhance relationships with partners and clients and to improve the system’s efficiency.
E-commerce has given rise to the concept of absolutely online shops selling products and services, proficiently catalogued and available for the convenience of customer.
There are several websites that stockpile everything from books, electronic appliances lifestyle items, collectibles etc.
The level of e-commerce use can be measured by using an e-commerce capability indicator. E-commerce capability indicator by Molla and Licker:
No e-commerce indicates a company without e-mail or an Internet connection.
Connected e-commerce represents a company that has an Internet connection and e-mail.
Informational e-commerce indicates a company using a Web site to publish basic information about the company and its products/services in a static manner.
Interactive e-commerce refers to the ability of users to search the company’s product catalogue, make queries, and enter orders.
Transactional e-commerce allows online selling and purchasing of products or services including online payment and customer service.
E-business applications can be divided into three categories. First is an internal business system in which customer relationship management (CRM), Enterprise resource planning (ERP), and Human Resource management (HRM) type of systems are involved. Second is enterprise communication and collaboration such as content management system (CMS), business process management (BPM) and web conferencing etc. Third is e-commerce that includes Business-to-business (B2B) e-commerce and Business-to-customer (B2C) e-commerce. Online shopping comes under this category on which this study is conducted.
Several e-commerce service providers are available on web that provides professional personalized web designing services that suit their client’s needs.
Some common applications related to electronic commerce are the following:
Online Shopping (Web Shop)
Online Banking
Online Marketing
CRM etc
Online Shopping
Online shopping is the process consumers go through to purchase products or services over the Internet. An online shop, e-shop, e-store, internet shop, web shop, web store, online store, or virtual store evokes the physical analogy of buying products or services over the web.
Online shopping is a type of electronic commerce used for business-to-business (B2B) and business-to-consumer (B2C) transactions.
The term “web shop” also refers to a place of business where web development, web hosting and other types of web related activities take place (Web refers to the World Wide Web and “shop” has a idiomatic meaning used to describe the place).
Service Quality
The level of service received on a website. Dependent on reliability, responsiveness and availability of staff and the web site service. Service quality is comprised of five dimensions. These are:
Tangibles as the appearance of physical facilities, equipment, personnel, and written materials (Zeithaml, Bitner and Gremler, 2006).
Reliability is the ability to perform the promised service dependably and accurately.
Assurance describes as the employees’ knowledge and courtesy and their ability to inspire trust and confidence.
Responsiveness termed as the willingness to help customers and provide prompt service.
Empathy is defined as the individualized attention given to customers.
Service Quality Dimensions In E-Commerce Systems
Let’s examine how customers judge the five dimensions of service quality in perspective of e-commerce systems.
Tangibles refer to the physical appearance of an e-commerce website, its structure, layout, theme etc and referred as “website structure”. Reliability represented as “website adequacy” which provides the relevant and needed information provided by an e-commerce system when customer clicked or requested for. Assurance termed as “website security” refers as the trustworthy service provider that could include a well reputable website, reliable payments methods etc. Responsiveness is the prompt and relevant response to the specific request of users described by “website response”. Empathy knows internal customers as individual; understanding individual needs and concerns such as by providing recommendations that matches the customer’s needs which is termed as “website customization” in world of web.
有形是指電子商務網站的外觀、結構、布局、主題等，簡稱“網站結構”。可靠性表現為“網站的充分性”，當客戶點擊或要求時，它提供了電子商務系統所提供的相關和需要的信息。被稱為“網站安全”的保證是指值得信賴的服務提供商，包括聲譽良好的網站，可靠的支付方法等。響應性是“網站響應”所描述的對用戶特定請求的提示性和相關性的響應。同理心將內部顧客視為個體;了解個人的需求和關注，例如提供符合客戶需求的建議，這在網絡世界被稱為“網站定制”。
Service Quality Framework (SERVQUAL)
SERVQUAL was originally measured on 10 aspects of service quality which are reliability, responsiveness, competence, access, courtesy, communication, credibility, security, understanding or knowing the customer and tangibles.
By the early nineties the authors had refined the model to the useful acronym RATER.
SERVQUAL has its disbeliever and is considered overly complex, subjective and statistically unreliable. The simplified RATER model however is a simple and useful model for qualitatively exploring and assessing customers’ service experiences and has been used widely by service delivery organizations.
Customer Satisfaction客戶滿意度
Customer satisfaction refers to the extent to which customers are happy with the products and services provided by a business. Customer satisfaction levels can be measured using survey techniques and questionnaires. Gaining high levels of customer satisfaction is very important to a business because satisfied customers are most likely to be loyal and to make repeated orders and to use a wide range of services offered by a business.
顧客滿意是指顧客對企業提供的產品和服務滿意的程度。可以使用調查技術和問卷來測量客戶滿意度水平。獲得高水平的客戶滿意度對一個企業來說是非常重要的，因為滿意的客戶最有可能是忠誠的，重復訂單和使用企業提供的廣泛的服務。
The basic definition of customer satisfaction says that Customer satisfaction is a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation.
Customer satisfaction is an abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product or service. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization’s products or services.
Customer Satisfaction Based On Perceived Service Quality Of E-Commerce Systems
The overall satisfaction of e-commerce customers can be attained by providing the level of service quality that customers perceive in that system. The five dimensions of service quality are tangibility, reliability, responsiveness, assurance and empathy.
The website structure of an e-commerce websites is all about the tangibility dimension.
The reliability dimension in this study is measured by the attribute called website adequacy. The website response variable indicates the responsiveness dimension. Website security as another attribute of an e-commerce system refers to the assurance dimension and the empathy dimension described by the website customization
The overall customer satisfaction is based on the five service quality dimensions representing various service attributes. These five dimensions are tangibility, reliability, assurance, responsiveness and empathy.
The detailed model used in this study is presented in figure A. The website design elements are characterized into five different types which are supposed to influence the five service quality dimensions.
This study hypothesizes that some website attributes that are based on service quality dimensions has an impact on an online customer satisfaction. In other words, customer’s satisfaction level will increase if the e-commerce system provides a higher level of service quality through different website attributes.
Increased Trend Of Online Surfing And Shopping In Pakistan
The trend of an online surfing is increasing rapidly due to the increased benefits by the use of e-commerce business environment.
People visit e-commerce web sites not only for buying but for several other reasons and the smart retailer just should not only focus on boosting online browse-to-buy conversion rates, but should also try to grab the attention of an online visitors who came in for review so as they could become a customer later.
Many people feel it comfortable to review the products through an extensive knowledge provided over the internet before actually buying a particular product. For this purpose, e-commerce website provides an interface to the buyers to write their reviews and share their after-purchase experiences.
Thus, the e-commerce systems reduce the time and efforts required for the first step of information search in consumer decision making process. That is, by just few clicks a consumer can have a concise analysis for what matches his/her needs.
There are some factors emerged as a results of the changes in lifestyle and habits of consumer which has promoted the trend of online searching and shopping in Pakistan. Some of these factors are lack of time, need of convenience and easy access to the desired object.
Moreover, e-commerce websites facilitates the visitor in many ways to boost up online browse-to-buy conversion rate.
Whenever a new customer lands on an e-commerce website, he/she must be having many questions in their minds regarding the products and services. A well-framed ecommerce site has an enquiry page for their customers. This gives the chance to the visitor to post an enquiry with the website. Main aim of this page is to gather all relevant and necessary information from the customers so that they can be given response in an apt manner.
每當一個新客戶登陸一個電子商務網站，他/她的腦海中一定會有很多關于產品和服務的問題。一個結構良好的電子商務網站會為客戶提供一個咨詢頁面。這給了訪問者在網站上張貼詢問的機會。這一頁的主要目的是收集所有相關的和必要的信息從客戶，以便他們可以作出適當的反應。
Within the past decade, e-commerce has matured and grown exponentially. The result shows that now there are many types of e-commerce payment methods available online. If a customer’s credit is bad and customer cannot afford a merchant account, there are alternative methods of payments on e-commerce websites which can help the customer.
The e-commerce systems give customers controlled access to the data they need. In other words, through an e-commerce systems company is not only managing the relationship with its customers, but giving the customers the tools to manage their relationship with the company.
Thesis Structure
This thesis consists of five chapters.
Chapter 1 discusses the problem about which the research was carried out and in general about the trends of online shopping in Pakistan. Chapter 2 is about the literature review and the theoretical background is developed. In Chapter 3, researcher describes the research method adopted including sources of information and data collection procedure is discussed. In chapter 4, the empirical data collected through questionnaire is analyzed and results are concluded on the basis of a survey. In Chapter 5, Conclusions are drawn and necessary recommendations are suggested.
Statement Of The Problem
“Effects of website attributes on customer satisfaction in e-commerce.”
The main purpose of this research is to find out the different attributes which encourage consumers to visit, search and shop on a particular website.
Objective
The purposes of this study are as follows:
To identify the most important website element of e-commerce with respect to the customer satisfaction.
To examine what is important to the customer regarding website attributes in e-commerce with perspective of website builders.
Possible Research Findings
The research will also provide the following significances.
Help the organization to better understand what customers expect in e-commerce and how those expectations impact customer attitude.
Introduction To E-Commerce電子商務概論
The propagation of WWW has originated few facts in our daily lives, one of which is e-commerce. A transaction between two or more participants through an electronic medium is defines as e-commerce (Kalacota and Whinston 1997). As an e-commerce is rapidly raising field, therefore for accomplishing success in this market, a top quality information system is necessary (Margherio, Henry, Cooke and Montes 1998).
萬維網的傳播在我們的日常生活中產生了一些事實，電子商務就是其中之一。通過電子媒介進行的兩個或多個參與者之間的交易被定義為電子商務(Kalacota和Whinston 1997)。作為一個電子商務正在迅速崛起的領域，因此為了在這個市場上取得成功，一個高質量的信息系統是必要的(Margherio, Henry, Cooke和Montes 1998)。
An e-commerce system is designed by selectively integrating many technical (e.g. search system) or managerial (e.g. the level of information related to product) design elements (Lohse and Spiller 1998).
It is still very difficult, if not impossible; to make use of all the design factors presently available for the e-commerce system although many design factors have been suggested to improve the overall quality of e-commerce system (Selz and Schubert 1997, Lohse et al. 1998). This is because of the recent arrival of new design factors resulted by an increase in the interest of Internet (Selz et al.)
The main goal of this paper is to explore important design elements that have significant influence on the customer satisfaction regarding the performance of e-commerce systems. In this paper, the study presents a conceptual model of e-commerce websites that includes concrete design elements, perceived level of website quality and the customer satisfaction (Kim and Lee 2002).
There is remarkable potential for e-commerce in developing countries. Online shopping makes it easy to find things, merchants and best offerings and thus economical in terms of time and effort offerings (Balasubramanian, 1997).
According to the Malone, Yates and Benjamin (1989), communicating a same piece of information through communication networks results in decreased cost and improved speed.
There is tremendous potential for e-commerce in developing countries because the use of an e-commerce can potentially reduce transaction costs. As per Malone et al. (1989) observation, the search costs such as cost of identifying a market (from where to buy a product) and /or a product or service are likely to reduce with the use of e-commerce systems and can be defined as potential e-commerce cost savings.
From an organization’s perspective, e-commerce systems provide the organization with the better market reach and an ability to provide their customer a customized service that suits their individual needs and preferences. For example the exchange between “richness” and “reach” can be minimized by e-commerce (Evans and Wurster 2000). Richness refers to the quality and quantity of information in terms of accuracy, relevance, customization, etc. and reach measures the number of people who can be got in touch with that information.
Service Quality Dimensions服務質量維度
The overall customer satisfaction can be measured by the level of service quality of an e-commerce system that customer perceives. Some researchers (Parasuraman, Zeithaml and Berry 1988) stated that consumer satisfaction or dissatisfaction is as an ancestor of service quality. Conversely, modern evidence recommends that it is an outcome of service quality (Woodside, Frey and Daly 1989; Cronin and Taylor 1992).
顧客的整體滿意度可以通過顧客感知的電子商務系統的服務質量水平來衡量。一些研究者(Parasuraman, Zeithaml和Berry 1988)指出，消費者滿意或不滿意是服務質量的祖先。相反，現代證據表明，它是服務質量的結果(Woodside, Frey和Daly 1989;克羅寧和泰勒1992)。
Service quality attributes are the most important factors for the success of an e-commerce systems For example Liu and Arnett (2000) found that organizations that involve in e-commerce can only ensure the success of their system by keenly looking for the ways to improve their service quality.
The customer’s decision whether to continue using a particular e-commerce system is based on the perceived quality of service (Bhattacherjee, 2001) as the service quality impacts the overall satisfaction of a customer.
Tangibility, reliability, responsiveness, assurance and empathy are the five dimensions of service quality. (Parasurama, Zeithaml and Berry 1985, 1991; Pit, Watson and kavan 1995). The tool that is being used in this study to measure the dimensions of service quality is SERVQUAL. This instrument has been proved valid and reliable and hence used in various domains. (Brown Churchill and Peter 1993; Fisk, Brown and Bitner 1993; Parasuraman et al. 1993).
On the basis of previous researches, service quality despite being a main interesting field in services marketing for the past two decades (Zeithaml, Parasuraman and Malhotra 2000); electronic service quality is still in its early stages in research area.
Riel, Liljander and Jurriens (2001) concluded that there has been no theoretical conceptualization emerged for customer evaluation of electronic services that could have been accepted generally. Cox and Dale (2001) has supported this conception by the fact that most out of the dominant research on service quality cannot even be valid to e-business environment.
By the year 2002, the existing studies on the determinants of electronic service quality were based on measuring B2C interactions (Gilbert, 2000; Barnes and Vidgen’s 2000, 2001 and 2002) and few exploratory researches on website quality and e-service quality by Zeithaml et al. (2000).
到2002年，現有的關于電子服務質量決定因素的研究都是基于B2C互動(Gilbert, 2000;Barnes和Vidgen的2000、2001和2002)和Zeithaml等人(2000)對網站質量和電子服務質量的探索性研究很少。
In early stages of service quality research, researchers were required to find out what is service quality from customer’s perspective (Sasser, Olsen and Wyckoff 1979; Lehtinen and Lehtinen 1982; Gronroos, 1982).
It was normally approved that the judgment of service quality came from comparisons between what customers feel a service provider should offer (expectations) and the actual service performance of the company (perceptions) (Zeithaml et al. 2000). This view was reinforced by Zeithaml et al.; Parasuraman et al. (1985) in their study of service quality in different service industries with which they discussed the concept of service quality as a function of expectations-perception gap.
Parasuraman et al. (1985) identified the 10 dimensions that customer uses in their assessment of service quality. These 10 service quality dimensions then shaped the source for the development of a scale (SERVQUAL) to measure service quality in direct service interactions. Research extended in other context and as a result refined the scale and reduced it to 5 dimensions (reliability, responsiveness, assurance, empathy and tangibles)
Parasuraman等人(1985)確定了客戶在評估服務質量時使用的10個維度。這10個服務質量維度形成了一個量表(SERVQUAL)的來源，該量表用于測量直接服務交互中的服務質量。研究在其他背景下擴展，結果對量表進行了細化，并將其縮減為5個維度(可靠性、反應性、保證性、同理心和有形)
Since the SERVQUAL scale has been widely used to measure service quality in many studies across a range of settings (IS Departments; Airlines; Universities; Ocean Freight Shipping; Professional Services; Health Providers; International Markets; Purchasing; Advertising; Banking; E-commerce). (Burgess).
Initially the concept of services were created to capture the nature of service encounters (Meuter, Ostrom, Roundtree and Bitner 2000) which may not be sufficient to capture the characteristics of customer interactions with self-service technologies such as e-services (Dabholkar, Thorpe and Rentz 1996). Later on, many approaches have been proposed to study online service. (Gilbert, 2000; Gronroos, Heinonen, Isoniemi and Lindholm 2000; Parasuraman and Grewel 2000; Kaynama and Black 2000; Zeithaml et al. 2000) proposed the use of existing service theory as a first type.
The second type utilizes generated new categories for self-service technologies such as e-services (Szymanski and Hise 2000; Riel et al. 2001; Wang and Tang 2001; Ruyter, Wetzels and Kleijnen 2001). Third type develops information systems and web quality theory (Barnes et al. 2000, 2001 and 2002; Aladwani and Palvia 2001).
These researches have centered on customer interactions with a variety of self-service technologies such as automated call centre technology, ATM’s and Web sites and touch screen technologies. A redefined SERVQUAL instrument to measure the service expectations and perceptions of customers of Internet businesses was used by Gilbert (2000) in which he concluded that to measure online service quality, the altered SERVQUAL scale was a practical instrument.
這些研究集中于客戶與各種自助服務技術的交互，如自動呼叫中心技術、ATM機和網站以及觸摸屏技術。Gilbert(2000)使用了一種重新定義的SERVQUAL量表來測量互聯網企業客戶的服務期望和感知，他得出結論，要測量在線服務質量，改變的SERVQUAL量表是一種實用的工具。
The features that are useful, accurate, relevant and comprehensive information reflect the reliability of quality information (Bailey and Pearson 1983). Bailey et al. also identified that website reliability depends on to what level the information provided on the website about the product or service is true, precise and also depend to what level a customer can rely on a particular website that it provides enough amount of information available regarding each product.
(Luedi, 1997) stated that website personalization based on the ability of website to deliver individualized interface for a specific user which generated dynamically as per user’s needs. This may involve making purchase recommendations and /or providing the list of other relevant products that match’s the customer needs.
This can be extracted through the previous data available regarding an individual user such as buying behavior, cart items and the current session contents. Providing customized services is the best way to create a loyal customer and make repeat visits on a website (Luedi, 1997).
The concern over security continues to plague the online world. Variables like perceived security, reputation were included in this study to examine the customer attitude towards buying process (Lightner, 2003). Even though the understanding of credit card transactions perceived secure like a waiters and waitresses, still security is the top concern of people who shop online (Salisbury, Pearson, Pearson and Miller 2001; Luo, 2002; Wilson and Abel 2002). Likewise security is the reason why people do not shop online (Luo, 2002).
對安全的擔憂繼續困擾著網絡世界。本研究納入了感知安全性、聲譽等變量，以檢驗顧客對購買過程的態度(Lightner, 2003)。盡管像服務員和女服務員一樣理解信用卡交易是安全的，但安全性仍然是網上購物的人最關心的問題(索爾茲伯里，皮爾遜，皮爾遜和米勒2001;羅,2002;Wilson和Abel, 2002)。同樣，安全也是人們不網上購物的原因(Luo, 2002)。
The research variable of Security reflects trust in the online system and the variable reputation reflects trust in the specific vendor. Discovering whether vendors receive repeat business reflects the overall buying attitude of consumers. Overall customer satisfaction at online shopping measures which attributes helps the website meets expectations.
Website Elements
The first phase of consumer decision making process that is the information search starts the minute customers look at the interface of e-commerce website and ends until they decide whether to place the purchase order or not (Schmid, 1995). The role of website structure remains important during the phase of information search process such as site maps, navigation, content settings and layout of website etc.
The content, structure and website elements should be portrayed explicitly on the e-commerce interface. Website structure that includes the presentation of design elements determines how the information is actually displayed on the screen to acquire the customer attention (Morris and Hinrich 1996). Convenient website structure defined as to what extent a customer feels that the e-commerce website is user friendly, simple and instinctive. (Chung and Shin 2008)
Website adequacy describes the quality and quantity of the information provided in the e-commerce system. Content based on usefulness and comprehensiveness involves the type and scope of information to be included in the system (Morris et al. 1996; Kim 1997).
After the collection of appropriate information regarding the identified products or services, the contents must be placed in a well organized manner so that the customer can understand the interface easily (Gronroos, 1982; Rosenfeld and Morville 1998). A well-defined and properly placed content is a feature of website which indicates the ability to made information easily available to visitors (Chung et al. 2008).
When adequate and reliable information has been properly dispersed across different web pages within the structure of the e-commerce website, an efficient interaction system must be provided to enable the customer to switch between different pages easily (Kim and Yoo 2000, Park and Kim 2000). (Ballantine, 2005) has found the impact of interactivity and product related information on customer satisfaction in an online trade setting. He argued in his study that the amount of product-related information affected consumer satisfaction of online shopping.
在電子商務網站的結構中，當足夠和可靠的信息被適當地分散在不同的網頁上時，必須提供一個有效的交互系統，使客戶能夠輕松地在不同的網頁之間切換(Kim and Yoo 2000, Park and Kim 2000)。(Ballantine, 2005)發現了在線交易環境中交互性和產品相關信息對客戶滿意度的影響。他在他的研究中認為，產品相關信息的數量影響了消費者對網上購物的滿意度。
An important design element that relates to the interaction system includes the involvement of website response and website customization ability. Website Customization is referred as the extent to which an e-commerce website can identify a customer and then modify the choice of products and shopping experience for that customer (Srinivasan, Anderson and Ponnavolu 2002).
(Coupey, 2001) in their research argued that the improved accessibility of information on internet is likely to result in informed customers. And educated customers are able to make better quality decisions and will then experience more satisfaction with the visits and purchases they make.
The connection between all of the five individual variables describes the basic architecture of web pages (Steinmetz and Nahrsted 1995). The overall satisfaction of e-commerce customers can be attained by providing the level of service quality that customers perceive in that system. Satisfied customers have more potential to spread positive word-of-mouth (Gremler and Brown 1999), and they avail further services (Zeithaml, Berry and Parasuraman 1996).
The five dimensions of service quality are tangibility, reliability, responsiveness, assurance and empathy (Parasuraman et al. 1985, 1991; Pit et al. 1995).
Attributes related to the website structure such as physical appearance of e-commerce websites are represented by tangibility dimension. For example, the tangibility measures the appeal of the website design of e-commerce system presents to their customers.
The ability of the website to provide the dependable, accurate service is represented by reliability dimension. (Pit et al.1995). For example, the reliability dimension measures how often an e-commerce system provides useful and comprehensive information regarding the relevant products or services.
The responsiveness dimension indicates how prepared the website is to promptly response the customer with the clicked option. (Parasuraman et al. 1991). For example, the responsiveness dimension measures how often an ecommerce system voluntarily provides services that are important to its customers such as less loading time. Or it can be measured by how often a website provides accurate and rich information after a user clicked a particular product.
The trust and confidence encouraged in the customer by the information provided on e-commerce system refers to the assurance dimension (Parasuraman et al. 1991). For example, the assurance dimension can be measured by extent to which a website is able to give a secure feeling to an online buyer.
The empathy dimension described as the individual attention to the customer that is being provided by the dynamic e-commerce website (Pit et al. 1995). For example this dimension measures how often an ecommerce system voluntarily offers recommendations that match to its customers’ needs in order to provide the individual customer’s benefit.
In summary, the overall quality of an e-commerce system can be measured by the service quality level perceived by its customers and ultimately leads to the customer satisfaction (Kim et al. 2002).
(Parasuraman et al. 1988, 1991) in study on SERVQUAL found that the interactive elements of e-commerce systems are e-business features that help in building relationships with customer and are fall into five main sets that are tangibles, reliability, assurance, responsiveness and empathy.
Due to the consistency of research findings stated in literature, it become easy to propose that the five main determinants of e-commerce include website structure, website adequacy, website security, website response and website customization (Horn, Feinberg and Salvendy 2005).
In an e-business structure, the customer interaction with the business is through the e-commerce website. Therefore, several original SERVQUAL items were modified to focus on e-commerce website. The definition of an empathy dimension was extended to include personalization or customization, which is the concept of web gurus as they believe the emotional connection between customer and web business (Peppers et al. 1999).
在電子商務結構中，客戶與企業的互動是通過電子商務網站進行的。因此，對SERVQUAL原有的幾個項目進行了修改，將重點放在電子商務網站上。移情維度的定義被擴展到包括個性化或定制，這是網絡大師的概念，因為他們相信客戶和網絡業務之間的情感聯系(辣椒等人，1999年)。
The overall appearance and structure of e-commerce website shows its tangibility. The performance of promised services and adequacy of information explains the reliability of an e-commerce website. Responsiveness is the ability of e-commerce system to help and provide prompt response to the website user. The individualized attention and customized service provided by the e-commerce system to an individual customer is described as empathy. Security is the trust on an e-commerce system in protecting personal and financial information (Horn et al. 2005). The major factors that impact the customer attitude are the five main attributes of e-commerce system. The model in Figure 1 describes how these attributes of e-commerce system work together to achieve customer satisfaction.
The satisfaction or dissatisfaction of customer is defined as an emotional response to a specific consumption experience (Swan and Oliver 1989).
It is determined by to what extent a consumer perceives that the service fulfills his/her needs, wants or desires. Satisfaction is a “state” inconsistent in that a consumer can be “very dissatisfied” or “very satisfied” (Tse, Nicosia and Wilton 1990).
它取決于消費者認為服務滿足了他/她的需求、欲望或欲望的程度。滿意度是一種不一致的“狀態”，消費者可以是“非常不滿意”或“非常滿意”(Tse, Nicosia和Wilton, 1990)。
留學生dissertation相關專業范文素材資料，盡在本網，可以隨時查閱參考。本站也提供多國留學生課程essay寫作指導服務，如有需要可咨詢本平臺。
