The impact of online customer satisfaction on the yahoo auction in Taiwan

In this article, the authors develop a conceptual model that links website quality, trust, merchandising, customer service, and online satisfaction for yahoo auction in Taiwan. The research objective is to provide initial evidence for the determinants of e-satisfaction (online satisfaction). We examine the role of web quality, trust, merchandising, and customer service in consumer online satisfaction assessments. This conceptual model is empirically tested from 350 consumers across a broader group of online shoppers on yahoo auction by means of internet surveys and structural equation analysis. The results show that the determinants of online trust are website quality, merchandising, and customer service. Website quality, trust, merchandising, and customer service have positive effects on online satisfaction for auction sites. The research findings were reported by discussing the implications of the findings and directions for future research.     

Do Certified Mail Third-Wave Follow-ups Really Boost Response Rates and Quality?

The Total Design Method (TDM) of designing and implementing mail surveys has been shown to achieve high response rates. One key step in the TDM is sending a third-wave of surveys by certified mail. However, little research exists to verify the effectiveness of this step in improving response rates and quality relative to its increased expense, although this is the 50th anniversary of certified mail in the U.S. Perhaps as a result, scholars rarely use certified mail third-waves or omit third-wave mailings altogether. This article presents the results of two experiments that we embedded in two large-scale organizational mail surveys. Both studies reveal that sending a third-wave of questionnaires significantly increases the rate of response over the first two waves of mailings. Also, the results of Study 1 show that sending a certified mail third-wave has no appreciable effect on response quality. Study 2 shows that a certified mail third-wave does not significantly increase response rate or quality compared to sending the third-wave by regular, 1st-class mail.     

网络交易成本对消费者网购意愿的影响

互联网技术的不断发展进步使得越来越多的消费者选择通过电子商务网站购买服装产品,消费者对网购有用性、网购易用性、网购风险规避和服务质量等提出了更高的要求。本文以技术接受模型为理论模型,加入网络交易成本作为调节变量,对原模型加以改进,验证了网络交易成本在变量感知网上购买服装产品有用性、感知网上购买服装产品易用性、感知网上购买服装产品存在风险、感知网上购买服装产品的服务质量与消费者网上购买服装产品意愿的关系中具有显著的正向调节作用。     

Does relationship quality matter in e-services? A comparison of online and offline retailing

The quality of the relationship between customers and service firms has been found to be a major driver of customer loyalty in traditional (i.e., offline) service contexts. The increasing use of electronic services, or e-services, raises questions concerning the extent to which the relationship quality-customer loyalty link holds in an e-service context. Based on an extended model of relationship quality and by applying the social information processing perspective, this research tests the relevance of relationship quality for online relationships and explores differences of the relationship quality-loyalty link between online and offline retailers. To test the model, a large-scale study is conducted on both online and offline relationships for two service contexts (media and travel retailing). Using multi-group structural equation modeling, the authors identify differences between the online and offline environment in both service contexts. Results show that (1) relationship quality is similarly important for retaining customers online and offline and (2) differences in the impact of relationship-quality dimensions strongly depends on the service context.     

The Impact of Voice Mail Technology on Internal Service Quality

Abstract

The proliferation of sophisticated computer-assisted communication technologies (e.g., voice mail systems, computer conferencing, video conferencing, electronic mail, image transmission) is causing organizations to examine the potential influence such technologies could have on the quality of service delivered to customers (both, internal and external). This paper investigates the impact of an advanced communication technology on the quality of service delivered by employees within an organization to their peers (internal customers). An empirical study was conducted to assess the expectations and performance levels of “internal service” after the incorporation of an advanced communication technology (voice mail) within one service organization (financial institution). Results indicate that the level of expectations of internal service in the context of voice mail were much higher than actual service performance. Analysis also revealed that perceptions of internal service quality significantly differed on the basis of gender and educational level of respondents. Directions for future research and managerial implications for enhancing internal service quality through the incorporation of new information technologies are also discussed.     

A Cross-National Investigation of the Measurement Equivalence of Computerized Organizational Attitude Surveys: A Two-Study Design in Multiple Nations

Multinational organizations frequently administer employee surveys online. This process is accompanied, however, by concerns about the psychometric equivalence of measures administered by different modalities. Using data from a large multinational organization (N = 57,861 in Study 1; N = 105,734 in Study 2), the present research examined cross-national generalizability of the measurement equivalence of an organizational attitude survey administered by computer and paper-and-pencil. Results of multiple group confirmatory factor analysis indicated psychometric equivalence of the test modalities in disparate national samples. Implications for the cross-national use of computerized organizational attitude surveys are discussed.     

Context-general and Context-specific Determinants of Online Satisfaction and Loyalty for Commerce and Content Sites

We use the context-general and context-specific factor approach to examine the generalizability of satisfaction and loyalty models across two disparate online contexts—online retailing and content site browsing. Our conceptual models include the moderating effects of user-characteristic Web expertise, besides main effects of Web site factors and Web expertise. Results indicate that satisfaction and loyalty judgments are sensitive to both context-general and context-specific determinants, as well as to some interactions between them. Among context-general determinants, ease of use and customer service are positively related to satisfaction, Web community to loyalty, and Web expertise to both satisfaction and loyalty. Flow, a context-specific determinant, has a significant positive effect on satisfaction alone; security affects loyalty alone; and fulfillment/reliability and information quality are significant predictors of both satisfaction and loyalty. The results show that Web expertise moderates the effect of ease of use on satisfaction. The study contributes to marketing theory and practice by identifying satisfaction and loyalty mechanisms that are potentially generalizable across the two online contexts and providing a guiding framework for simultaneous consideration of context-specific and context-general factors in future research.     

The four levels of loyalty and the pivotal role of trust: a study of online service dynamics

A four-dimension scale of loyalty that reflects Oliver’s [Satisfaction, a Behavioral Perspective on the Consumer, McGraw-Hill, New York, 1997] conceptualization of a sequential loyalty chain is proposed, operationalized, and tested. Further, through both synthesizing and building on existing research into loyalty, trust, satisfaction, value, and service quality, a framework is proposed and tested that positions trust as a pivotal driver of loyalty. Data is collected and analyzed from two surveys of online customers, the first being purchasers of books and the second being a study of online flight purchasing. Analysis suggests that the hypothesized cognitive-affective-conative-action loyalty sequence is statistically most likely out of all possible variations. Although some differences emerge in the two studies, structural modeling largely supports the hypothesized framework and positions trust as central to service dynamics.     

Consumers’ Protection of Online Privacy and Identity

This article examines online behaviors that increase or reduce risk of online identity theft. The authors report results from three consumer surveys that indicate the propensity to protect oneself from online identity theft varies by population. The authors then examine attitudinal, behavioral, and demographic antecedents that predict the tendency to protect one's privacy and identity online. Implications and suggestions for managers, public policy makers, and consumers related to protecting online privacy and identity theft are provided.     

Technology readiness and the evaluation and adoption of self-service technologies

As companies struggle to persuade their customers to adopt new self-service technologies (SSTs), it has become increasingly important to understand the factors affecting customers’ attitudes towards these SSTs and their adoption behaviour. Technology readiness (TR), i.e. the customer's mental readiness to accept new technologies, has been proposed as such a factor. TR comprises four dimensions: innovativeness, optimism, discomfort and insecurity. This article investigates the effects of TR on customers’ (1) attitudes towards using SST for airline check-in, (2) adoption of self-service check-in, and (3) evaluations of a new self-service check-in on the Internet, in terms of perceived service quality, satisfaction and loyalty. An empirical study was conducted among loyalty program customers of a European airline, having access to Internet check-in. Data were collected with online and traditional mail surveys, resulting in 1258 usable responses. Analysis of the data revealed that only optimism and innovativeness formed unique individual dimensions. Furthermore, TR had surprisingly little impact on customer attitudes towards SST, on adoption behaviour, and on SST evaluations. Optimism explained consumer behaviour towards SSTs best, whereas innovativeness had only a marginal effect on attitudes towards using the Internet or a mobile phone to check-in. The article concludes with a discussion of the validity of the TR construct and suggestions for future research. Managerial implications are provided.     

新零售企业多渠道整合服务质量对重购意愿的影响--顾客涉入度的调节作用

采取线上线下多渠道整合的零售模式已成为新零售企业主流模式,顾客重购意愿是新零售企业重要竞争力之一,也是衡量多渠道整合服务实施效果的重要标准。通过构建以顾客体验为中介的多渠道整合服务质量对重购意愿影响概念模型,引入顾客涉入度作为调节变量,经过调查分析384名在同一新零售企业线上线下渠道有购物经历的消费者,研究结论如下:多渠道整合服务质量对重购意愿有显著积极影响;多渠道整合服务质量对顾客体验有显著积极影响;顾客体验对顾客重购意愿有显著积极影响;顾客体验在多渠道整合服务质量与重购意愿之间起部分中介作用;顾客涉入度在多渠道整合服务质量与顾客体验关系中起正向调节作用。研究结论拓展了多渠道整合服务质量对重购意愿影响的内在机理,明确了顾客体验在其中的重要中介作用,探明了顾客涉入度在多渠道整合服务质量影响顾客体验过程中的重要调节作用。新零售企业既可以通过多渠道整合服务质量提升顾客重购意愿,也可以通过极致的顾客体验提升重购意愿,而且通过加强顾客涉入度管理可有效提升顾客体验与重购意愿。     

基于线上线下融合的混合服务质量--内涵、维度及其测量

信息技术的进步促进了线上线下渠道的融合发展,传统服务业正在积极利用线上线下渠道改变服务的生产、传递和消费方式,线上线下融合的混合服务质量管理变得日益重要。文章基于多渠道交易过程视角,考虑顾客通过混合服务传递系统与服务企业的接触体验,全面定义和测量了线上线下融合的混合服务质量。运用访谈法、内容分析法、预调研和大样本调查分析,在中国情景下开发了线上线下融合的混合服务质量测量量表(OMO-HSQ)。通过因子分析、信度检验、效度检验和竞争模型比较分析,证明该量表有良好的心理测量学品质。研究表明,线上线下融合的混合服务质量包括了实体服务质量、电子服务质量和整合服务质量三个主维度及其十五个次级维度和对应的六十一个测量题项,混合服务质量构成维度对总体混合服务质量的相对贡献由大到小依次为整合服务质量、实体服务质量和电子服务质量,实体服务质量评价得分要依次高于电子服务质量和整合服务质量,企业类型、消费者类型和服务行业类型对混合服务质量有差异化影响。研究为测量混合服务质量提供了科学依据和工具,对混合服务企业服务质量管理有重要实践启示。     

The role of certification in service relationships: Theory and empirical evidence

In this paper we draw upon multiple theoretical perspectives and develop a conceptual framework regarding the role of certification signals in service relationships. The central premise of this study is that sellers who use certification display for making promises also institute appropriate mechanisms for controlling service providers. Furthermore we hypothesize that the degree of certification display and agent screening is moderated by the relative costs of certification and screening respectively. We empirically test our model by analyzing data from a mail survey of automotive service managers. Our results support the theoretical notion that building customer relationships involves making and keeping promises in service delivery.     

WEB‐BASED AND MAIL SURVEYS: A COMPARISON OF RESPONSE,DATA, AND COST

The mail survey is the most common data collection technique used by logistics researchers today. Many researchers have noted that response rates to mail surveys have been declining. The Internet offers logistics researchers several potential advantages over traditional mail surveys. This research compares these two methods across response rates, speed of response, consistency of results, and cost. The research also provides unique insight regarding the ability of electronic methods to gain interest and subsequent participation among potential respondents thereby helping in theory testing.     

混合服务质量对双线服务忠诚的影响——线上线下融合视角

传统服务质量和电子服务质量已广受关注,但同时基于人-人交互和人-技术交互的混合服务质量还缺乏深入探索。文章基于我国线上线下融合情境构建并实证分析了混合服务质量对双线服务忠诚的影响模型。实证分析表明,实体服务质量、电子服务质量、整合服务质量对感知价值和线上忠诚有积极影响,实体服务质量、整合服务质量对关系质量和线下忠诚有积极影响;感知价值和关系质量对线上线下忠诚均有积极影响;并且,感知价值和关系质量在混合服务质量三维度与线上线下忠诚之间起到一定程度的中介作用。此外,跨渠道质量不一致负向调节了电子服务质量、整合服务质量对感知价值的影响,负向调节了实体服务质量、整合服务质量对关系质量的影响;渠道使用模式负向调节了电子服务质量、整合服务质量对感知价值和关系质量的影响。研究从线上线下融合视角深入挖掘了混合服务质量影响服务忠诚的顾客心理机制和多渠道异质性特征,对混合服务提供商的服务质量和顾客忠诚管理有一定启示作用。     

Determinants of industrial mail survey response: A survey‐on‐surveys analysis of researchers' and managers' views

This paper compares the perceptions of marketing research executives and industrial respondents regarding factors impacting on industrial mail survey response. Following a review of the different research traditions to the study of mail response rates, a “survey‐on‐surveys “ approach is introduced and used to study the potential impacts of different design and implementation factors on survey response. The results of the study provide empirical evidence on the perceived influence of a wide variety of response‐inducing factors in industrial mail surveys, and are used to generate managerial recommendations for the conduct of the latter. Directions for future research are also identified.     

Identifying the determinants of online retail patronage: A perceived-risk perspective

The literature has examined the determinants of retail patronage from various perspectives, however, its online counterpart has received less attention. This study adapts a perceived-risk perspective to identify the antecedents of online retailers’ service quality and subsequent online patronage behavior. In addition, the contextual role of security concerns is also examined. Data were collected from online shoppers, and PLS-SEM was used for analysis. The results indicate that product quality, price transparency, and website convenience are positively associated with service quality. In addition, security concerns negatively moderate the relationship between service quality and online retail patronage. Implications for research and managers are discussed.     

Validating the Effects of Brand Quality on Attitude and Purchase Intention in Service–Product Alliances

The purpose of this article is to replicate the findings of previous research studying the effects of brand quality on consumer attitude and purchase intentions in service–product encounters. The main contribution of the current research is to improve the generalizability of the previous findings by basing the experimental inquiry on real-world brands. Drawing on information integration and categorization theories, a set of hypotheses are presented that predict both mediating and moderating relationships between the independent and dependent variables. Results from an experimental study confirm previous findings, demonstrating that the quality of a product brand in a service–product alliance has significant effects on the attitude toward the service brand. Such effects are moderated by the quality of the service brand. Alternatively, service brand attributes do not have the same effect on component product brands included in the performance of that service. Service and product quality exhibit the same effects on purchase intentions as mediated by attitude.     

基于携程网在线评价探析黑龙江省五星级酒店的顾客满意度

在线点评的发展为酒店企业了解其服务质量提供了有效的工具。以黑龙江省五星级酒店为例,以技术手段抓取以在线点评文本为主要数据基础的内容,运用网络文本分析法,进行词条的搜集和归纳整理,构建酒店服务质量网络评价体系,从服务质量、设施设备、地理位置三个角度对酒店的顾客感知服务质量进行研究,从中发现不足并提出相应对策。     

Building loyalty with online financial services customers: Is there a gender difference?

This study proposes a research model of the determinants of customer loyalty in an online financial services context. The study examines the online service quality dimensions that influence e-trust and e-satisfaction, which in turn influence e-loyalty. The research assesses also the moderator role of gender in e-loyalty development. Using data collected from 376 users of a click-and-brick financial institution in Canada, the study finds that: (1) e-loyalty is positively related to e-satisfaction and e-trust; (2) e-satisfaction and e-trust are positively associated to perceived website efficiency and information quality; (3) gender does not moderate relationships between online service quality, e-satisfaction, e-trust, and e-loyalty; (4) women report higher levels of online service quality, e-satisfaction, e-trust, and e-loyalty than men. The study emphasises the role of website efficiency and information quality in developing loyalty for online financial services providers. Indeed, it suggests that online financial institutions do not need to segment their online market based on gender.