臺灣博碩士論文加值系統

於網路購物農產品在世界裡越來越受歡迎，許多研究人員已經證明，客戶滿意度可以透過物流服務品質這方面來創造。在越南，由於食安議題上升和繁忙的生活，許多消費者已經採用網路購物作為購買農產品的替代方案。本研究以研究物流服務在越南環境中是否與先前研究人員所提到的創造滿意度方面也有相同的作用為主。藉由使用SEM方法，發展出一個概念性的架構用5個特點來測試物流服務品質當越南消費者在網路購買農產品的關係。結果表明，只有五分之三的物流服務組成、溝通服務質量、交貨服務品質和產品品質對客戶滿意度產生正向影響。其中，送貨服務品質最大程度地影響顧客滿意度，並對溝通服務品質與顧客滿意度之間的關係產生部分間接影響。在此基礎上，提出了一些管理建議以幫助提高越南的物流服務品質以達到更高的客戶滿意度。

Online shopping of agricultural products has become more popular in the world and it has been proved by many researchers that the customer satisfaction in the sector can be created by logistics service quality. In Vietnam, due to the rising of food safety and busy life, many consumers have adopted online shopping as a solution to buy agricultural products. This study aims at examining whether logistics service play the same role in creating satisfaction as stated by previous researchers in the environment of Vietnam. A conceptual framework has been developed to test the relationships between five dimensions of logistics service quality and customer satisfaction when they purchase agricultural products online in Vietnam by using SEM method. The result shows that only three out of five logistics service components, namely communication service quality, delivery service quality, and product quality have positive influences on customer satisfaction. Among them, delivery service quality affects customer satisfaction the most and creates a partially indirect effect on the relationship between communication service quality and customer satisfaction. Based on the result, some managerial suggestions are provided to help improve logistics service quality in Vietnam to achieve higher customer satisfaction level.

摘要 i
ABSTRACT ii
ACKNOWLEDGMENTS iii
TABLE OF CONTENTS iv
CHAPTER 1. INTRODUCTION 1
1.1. Research background and Motivation 1
1.2. Research objectives 11
1.3. Research process 11
CHAPTER 2. LITERATURE REVIEW AND HYPOTHESES 12
2.1. Overview of agricultural product online shopping 12
2.2. Logistic service quality 13
2.3. Customer satisfaction 19
2.4. The relationship between LSQ and customer satisfaction 20
2.5. Research framework 21
2.5.1 Communication service quality 21
2.5.2 Delivery service quality 23
2.5.3 After-sale service quality 25
2.5.4 Staff service quality 27
2.5.5 Product quality 28
CHAPTER 3. METHODOLOGY 30
3.1. Questionnaire Design 30
3.2. Sampling and data collection 30
3.3. Research instruments 31
3.4. Pretest 33
3.5. Operational definition and measurement of constructs 34
CHAPTER 4. QUANTITATIVE ANALYSIS 38
4.1. Descriptive Analysis 38
4.1.1. Sample description 38
4.1.2. Description of consumers’ experience on agricultural product online shopping and logistics service quality 40
4.2. Measurement results 44
4.2.1. Cronbach’s alpha 44
4.2.2. Exploratory factor analysis 45
4.2.3. Confirmatory factor analysis 47
4.3. Structural equation model analysis 49
4.4. Mediation test 52
CHAPTER 5. CONCLUSIONS AND RECOMMENDATIONS 56
5.1. Summary 56
5.2. Implications 58
5.2.1. Implications for practice 58
5.2.1.1. Online sellers 58
5.2.1.2. Third party logistics 59
5.2.2. Implications for policy 60
5.3. Limitations and future research 60
REFERENCES 62
APPENDIX: The Survey 73

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