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--AStudyonConsumerSatisfactionofHomeDeliveryServiceinTaichungDepartmentofBusinessAdministrationChaoyangUniversityofTechnologyThesisfortheDegreeofMaster--AStudyonConsumerSatisfactionofHomeDeliveryServiceinTaichung(Meng-JangLin,Ph.D.)(Cheng-JenHung)18,January2003I200(1)(2)18LISRELYi1993Fornell1996LISREL1.2.II3.IIIAbstractAquestionnairestudyfocusesonup-to-datebrandnewbusinesstransactionchannelcombinedwithvarietyproductsserviceinTaiwan,homedeliveryasthemainforceofgroceryhomedeliveryaspriortoJapanesefashionforyears.Ahighqualitywell-beinglifestyletransformedintothehomedeliverytosatisfyconsumers’needbyadoptingthissystemfortwoyearsthatintroducedhereunderaenvironmentofelectroniccommercemergedwithconsumernotionofwhichmanifestingtotal20billionsNTdollarscommercialbusinessinstead.Inthisstudybyprobingintotwosubjectsofhomedeliveryasamannertounderstand;one,managementcharacteristicsrelevanttocurrentindustrydevelopmentandregardinganalysis;second,satisfactionandrequirementasrefertoproposetherelevantfurthermanagementstrategiesandthentopromotethecompetitionabilityinthecorrelativehomedeliveryindustries.Thequestionnairebyrandomselectageover18yearsoldofTaichungmetropolitancityresidentandadoptsLISRELastheanalysisimplementofwhichwithreferencetoYi(1993)andFomell(1996)modifiedmodels,todevelopaintermediatevariableofexpectancy-disconfirmationmodelthatbasedonexpectancy-perceptionachievementdisconfirmation,whichtoconfertherelationshipasaffectedbyexpectancyservice,perceivedperformance,expectancy-perceptionachievementdisconfirmation,customersatisfaction,andloyalty.Accordingtotheresultaftertheanalysisthatindicatesthecustomersatisfactionandperception,expectancy-performanceexpectancydisconfirmationaremostremarkableofwhichtheperceivedperformanceplayingthemostimportantroleinthecustomerscarificationfactors.Forthepositiverelationshipreflectedbythetwofactorsofcustomersatisfactionandloyalty,yetsoletheexpectancyservicefactorisremarkable.AproposalsuccessstrategyprogramaftertheLISRELanalysisasfollowing:1.Updatingtheproducts’serviceitemsSupportfororganizationanditsrelativemissionscomingfromaraisingrequirementfromcustomersintermsofincreasingdifferenceandexpendthepossessionratewithothercompetitors,forinstance,alliancewithdifferentareaofindustries,consolidateinteriorindustriesofthegroup,andaccomplishthesynergyfordevelopingmarketetc.2.EnhancetheservicequalityIVCourteousservicequalitytofulfillthecustomers’totalsatisfactiontoavoidownbrandserviceimitatedbyotherproductsbybringingthefirstlineemployeeserviceconceptofwhichcoversgrocerydeliveryteamandrelevantagencies.3.IncreasedeliveryscheduleSinceamajorityportionofpeopleworkingoutsideoflivingplacesthatrevealsajobopportunityofcompliedwithnotimelimitandprioritydeliveryscheduleaseasyforcustomertoreceivetheon-linepurchasedgoodsathome.Keywords:homedelivery,expectancydisconfirmation,CustomerSatisfactionV-VI……………………………………………………...I……………………………………………………III………………………………………………….……V………………………………………………………VI………………………………………………….…VIII………………………………………………………IX1.1………………………………………….….11.2……………………………………………………..21.3……………………………………………..21.4……………………………………………………..32.1………………….…………………………….42.2…………………………………..………72.3…………………………………………133.1………………………………………………263.2……………………………………………283.3………………………………………………334.1……………………………………………………434.2……………………………………………………454.3……………………………………………464.4………………………………………………485.1……………………………………………535.2…………………....…………………555.3……………….………………...…………57VII5.4LISREL………….…………………595.5LISREL………..…………...…………655.6………………………………675.7………………………………706.1……………………………………………………736.2………….………………...…………786.3…………………...…….………………………………796.4……..………..…………………80……………………………….………………..81……………………………….…………..…..84VIII2.1………….….………………...122.2………….……………………133.1……………………………………….……403.2………………….………………403.3C2C………………….………………425.1………………….………545.2…………….……555.3…………………….………………565.4…………………….……………585.5…………………….………………605.6…………………….…………625.7(SMC)……………..…………625.8…………………….………635.9(SMC)……….….…………635.10…………...…………645.11(SMC)………………645.12…………………...…………67IX1.1………….…………………………………..………32.1………….……….………………...172.2………….……….…………...222.3-ACSI…………..……….………………...244.1……….……………………….………………...445.1LISREL………….………..…...615.2LISREL………………………...655.3LISREL…………………...665.4………………..…...6611.1199910-20001020008199771Internet21.21.2.3.1.3C2CCustomertoCustomerB2CBusinesstoCustomer1831.41.11.142.120001020011.2.3.4.5.6.7.20002000(YAMATOTRANSPORTCO.,LTD)1919519760.0532,00090,0002,700300,000886571.-2.3.SDSalesDriverSD4.1969197419954305.2.21.199282.2000-3.200194.2002SWOT5.(2002)10PZB19856.(2002);7.(2000)118.9.Mentzer,,Kent1999Parasuraman,Zeithaml,andBerryandBienstock,MentzerandBirdLISREL0.703120.6710.51610.Mentzer,Flint,Hult2001LISRELParasuraman,Zeithaml,andBerryandBienstock,MentzerandBird2.12.1Mentzer,,KentLISRELMentzer,Flint,HultLISRELLISREL132.3Cardozo1965(customersatisfaction,CS)2.22.2Howard&Sheth(1969)Hempel(1977)Oliver(1981)Churchill&Surprenant(1982)Day(1984)Dovidow&Uttal(1989)Peter&Olson(1990)Soloman(1991)Kolter(1994)Parasuramanetal.(1994)Ostrom&Iacobucci(1995)199914-(expectancy-disconfirmation)(Oliver&Desarbo,1998