数位产品网路行销顾客满意度量表建构模式.doc

數位產品網路行銷之顧客滿意度量表建構模式 王怡舜 湯宗益 國立彰化師範大學資訊管理學系 彰化市500師大路2號 Tel: 04-7232105 ext 7331 Fax: 04E-mail: yswang@.tw 國立政治大學資訊管理學系 台北市文山區116指南路二段64號 Tel: 02 Fax: 02E-mail: mtang@.tw 摘 要 本研究探討在數位產品網路行銷環境下，如何有效衡量顧客滿意度。本研究參酌了網路行銷、數位產品、使用者資訊滿意度、以及傳統顧客滿意度等領域的相關文獻，歸納出初步的「顧客滿意度測量構面」，其中包括「數位產品構面」、「網路銷售活動構面」、「資訊系統構面」、「顧客支援構面」、以及「公司文化構面」等五個理論性構面。此外， A Construction Model of Customer Satisfaction Measurement for Internet Marketing of Digital Products Yi-Shun Wang Tzung-I Tang Department of Information Management, National Changhua University of Education Department of Management Information Systems, National Chengchi University Abstract This study is to explore the measurement of customer satisfaction in Internet contexts for digital products marketing. The researchers review the literature relating to Internet marketing, digital products, user information satisfaction, and traditional customer satisfaction construct. The researchers then propose five theoretical dimensions of customer satisfaction measurement, i.e., digital products, Internet sales activity, information systems, customer support, and company culture. In addition, this study develops a construction model of customer satisfaction measurement for digital products marketing. This model can help practitioners and researchers design an instrument for measuring customer satisfaction. A generic customer satisfaction scale with good reliability and validity is essential to developing Internet marketing and EC theories, and provides researchers with a common framework for explaining, justifying, and comparing differences among results. Keywords：Internet Marketing, Digital Products, Customer Satisfaction, User Information Satisfaction 一、前言 隨著全球化市場來臨，突破了傳統企業經營範圍之限制，對目標顧客市場之爭奪與固守已為現代企業生存發展與行銷策略之重要課題，而提昇顧客滿意度已是未來企業成功之關鍵要素。「顧客滿意度」是企業主管制定行銷及服務策略之重要資訊，其將直接對企業顧客之忠誠度、市場佔有率、獲利率與競爭態勢造成重大影響。然現行「顧客滿意度」之測量多以服務品質、價格、產品品質、個人因素等替代變數加以推估(Fornell, 1992; Oliver and DeSarbo, 1988)，並未針對「顧客滿意度」構念設計測量工具。企業若無法有效衡量