Outline

  • Abstract
  • Keywords
  • 1. Introduction
  • 2. Literature Review and Hypotheses Development
  • 2.1 the Definitions of Transactional and Relational Customers
  • 2.2 System Quality Satisfaction Between Transactional and Relational Customers
  • 2.3 Information Quality Satisfaction Between Transactional and Relational Customers
  • 2.4 Service Quality Satisfaction Between Transactional and Relational Customers
  • 2.5 the Moderating Effect of Perceived Control
  • 2.6 the Moderating Effect of Perceived Enjoyment
  • 3. Research Method
  • 3.1 Research Framework
  • 3.2 Measures
  • 3.3 Subjects
  • 3.4 Reliability and Validity Test
  • 4. Analysis and Result
  • 4.1 the Main Effect of Quality Satisfaction
  • 4.2 the Moderating Effect of Perceived Control
  • 4.3 the Moderating Effect of Perceived Enjoyment
  • 4.4 Implications of the Study
  • 5. Conclusion and Suggestion
  • 5.1 Conclusion
  • 5.2 Limitations and Future Research
  • References
  • About the Author

رئوس مطالب

  • چکیده
  • کلید واژه ها
  • 1. مقدمه
  • 2. مرور ادبیات و توسعه فرضیه ها
  • 2.1. تعاریف مشتری های رابطه ای و معامله ای
  • 2.2. رضایت از کیفیت سیستم میان مشتریان رابطه ای و معامله ای
  • 2.3. رضایت از کیفیت اطلاعات میان مشتریان رابطه ای و معامله ای
  • 2.4. رضایت از کیفیت خدمات میان مشتریان رابطه ای و معامله ای
  • 2.5. تاثیر تعدیل کننده کنترل درک شده
  • 2.6. تاثیر تعدیل کننده لذت درک شده
  • 3. روش تحقیق
  • 3.1. چارچوب تحقیق
  • 3.2. معیارها
  • 3.3. موضوعات
  • 3.4. آزمون روایی و پایایی
  • 4. تحلیل و نتیجه
  • 4.1. تاثیر اصلی رضایت از کیفیت
  • 4.2. تاثیر تعدیل کننده کنترل درک شده
  • 4.3. تاثیر تعدیل کننده لذت درک شده
  • 4.4. مفاهیم مطالعه
  • 5. نتیجه گیری و پیشنهادات
  • 5.1. نتیجه گیری
  • 5.2. محدودیت ها و تحقیقات آینده

Abstract

Purpose – The purpose of this paper is to examine quality satisfaction between transactional and relational customers in e-commerce, and it also explores the moderating effect of perceived control and perceived enjoyment on quality satisfaction.

Design/methodology/approach – Multivariate analysis of variance and two-way ANOVA were conducted to test the study hypotheses. The samples include 470 university students in the northeastern USA to whom an online survey was administered.

Findings – Results show that system quality satisfaction is more significant for transactional customers, but information quality and service quality satisfactions are more important for relational customers. Moreover, perceived control and perceived enjoyment partially moderate quality satisfaction between transactional and relational customers.

Research limitations/implications – One limitation is that a student cohort is selected as the sample. This study verifies the understanding of quality satisfaction between transactional and relational customers in e-commerce.

Practical implications – Practitioners shall consider the quality of services for fitting different types of customers. While a high-quality system design is better for new customers, high-quality information and service support is helpful for loyal customers. However, if loyal customers have a high degree of perceived control, they may also be more sensitive to system quality satisfaction. Similarly, if new customers have a high degree of perceived control or a high degree of perceived enjoyment, they may be more sensitive to information quality satisfaction.

Originality/value – This study contributes to the knowledge regarding quality satisfaction for transactional and relational customers in e-commerce.

Keywords: - - - - -

Conclusions

This study contributes to theoretical and practical benefits. Theoretically, this study finds that system quality satisfaction is more important for transactional customers, but information quality and service quality satisfactions are more important for relational customers. This finding can explain why online stores often provide an appealing and speedy system to handle thousands of deals for transactional customers (Lin, 2007) and also offer customized information and strong support services to satisfy relational customers’ personal demands (DeLone and McLean, 2004). Moreover, perceived control may impact quality satisfaction differently. Although information quality and service quality are more important to relational customers than to transactional customers, relational customers who have a high degree of perceived control are also more influenced by system quality. Similarly, transactional customers are more concerned with system quality satisfaction than are relational customers, but they may also be concerned with information quality satisfaction if they have a high degree of perceived control or perceived enjoyment. Therefore, we conclude that while information quality and service quality are important for relational customers, system quality cannot be ignored because the customers with high perceived control may be more sensitive to the degree of satisfaction. Furthermore, it is likely that system quality is important for transactional customers, but information quality will also be critical for those customers with a high degree of perceived enjoyment.

Practically speaking, the practitioners should consider the quality of services to meet the needs of the different types of customers. For example, high-quality system design is better for new customers, while high-quality information and service support is helpful for loyal customers. However, if loyal customers have a high degree of perceived control, they may be more sensitive to system quality satisfaction. Similarly, if new customers have a high degree of perceived control or perceived enjoyment, they may be more sensitive to information quality satisfaction.

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