誠品、博客來服務品質與顧客滿意度分析

Abstract

中文摘要 雖然現正處於一個網路世代，但根據資料顯示仍然有超過八成的人民在過去一年內曾買過書，且有將近五成的人在有在線上購書的經驗，因此我們選擇最家喻戶曉的誠品以及博客來兩家網路書店做分析。 我們將透過google表單收集到的156份博客來問卷以及150份誠品進行卡方分析、兩母體平均數檢定、單因子變異數分析以及迴歸分析，希望能透過滿意度的分析結果對誠品和博客來提出相關改善與建議。 誠品以及博客來之相似之處為皆提供多方面的服務，皆可在兩個平台中獲得食衣住行育樂所需，不過兩者仍然在版面上有相異之處，誠品的主頁畫面呈現仍然是以書籍為主，而博客來則是以呈現全站分類供顧客選擇為先。 經過迴歸分析可以知道誠品可以改善之處為：網路商店所提供的資訊是否正確且可信、網路商店的資訊內容是否有持續更新、顧客能否透過客服得到協助、商店中的”常見問題”是否有用；博客來可以改善之處：能否快速回應顧客所反映的系統問題、能讓顧客安心的網路安全性、持續更新網路商店的資訊內容、顧客能透過客服得到協助、網路商店總是推薦符合顧客需求的產品及服務、商店中的”常見問題”是有用的。 我們建議誠品以及博客來能優先透過上述所列出之問題開始進行改善以獲得更高的顧客滿意度。

Abstract Although now we are in an Internet generation, according to data, more than 80% of people have bought books in the past year, and nearly 50% of people have experience buying books online. Therefore, we choose the well-known online bookstores, Eslite and Books.com Co., Ltd. to analysis its, qualities and customer satisfaction analysis. We will conduct chi-square analysis, two-sample t-test, one-way ANOVA and regression analysis on 156 Books.com Co., Ltd. questionnaires and 150 Eslite questionnaires collected through Google Forms. We hope to use the qualities and customer satisfaction analysis results to analyze the Eslite and Books.com Co., Ltd. to make relevant improvements and suggestions. The similarity between Eslite and Books.com Co., Ltd. that both provide a wide range of services, and you can obtain the food, clothing, housing, transportation, education and entertainment needs on both platforms. However, there are still differences in the layout between the two. Eslite's homepage is still mainly about books, while the Books.com Co., Ltd. is mainly about presenting the entire site classification for customers to choose. Through regression analysis, it can be seen that the areas where Eslite can improve whether the information provided by the online store is correct and credible, whether the information contents of the online store is continuously updated, whether customers can receive assistance through customer service, and whether the "Q&A" is useful; the areas where the Books.com Co., Ltd. can be improved that the ability to quickly respond to system problems reported by customers, network security that can reassure customers, continuous updating of online store information, and the ability of customers to obtain information through Customer Service Assistance, the online store always recommends products and services that meet customer needs, and the "Q&A" in the store are useful. We recommend Eslite and Books.com Co., Ltd. to prioritize improvements based on the issues listed above to achieve higher customer satisfaction.