隨著網路購物環境的成熟，包括「PChome線上購物」與「奇摩購物中心」等B2C線上購物業者，即以加快服務速度為今後之營運重心，而「博客來網路商店」更於2008年1月開始推出全年無休、24小時隔日取貨的服務。顯而易見的，當商品完整度與網站架構都大同小異時，物流服務將是牽動顧客忠誠度的關鍵所在。 然而，當網購業者盲目跟隨同業增設與顧客滿意度無關之物流服務項目，不僅造成供應鏈成員的工作負擔加重，物流成本勢必也是徒然增加，更甚者對公司營運績效將產生反噬效果。因此，本篇論文藉由Kano二維品質模式來篩選真正影響消費者認知價值的網購物流構面，並依重要度與滿意度分析，就目前B2C商務網站流量最大的三家業者之物流營運現況提出改善建議；透過品質改善指標，由消費者的角度切入，明確訂出應優先改善的物流服務順序。 With the maturity of online shopping environment,accelerating the speed of service will be the operating direction of B2C online shopping industry,including“PChome Online Shopping”and“Yahoo! Shopping Mall”for the future.In January 2008 ,"books.com.tw" actually puts it into practice-deliver anything customers needed all the time without rest. Obviously, when the integrity of goods and web-site structure are very similar,logistics services will be the key which influences on customer loyalty. However,if a company blindly adds the same logistics service as others’which has nothing to do with customer satisfaction,it burdens the members of supply chain with not only heavy work,but also higher logistics cost,even has bad effect on the company’s operating performance. Therefore,through Kano’s two-dimensional model,which logistics service will actually have impact on customer’s perceived value will be screened out in this paper.In accordance with importance and satisfaction analysis,we’ll also make some suggestions for current logistics operating status of the three largest B2C e-commerce websites. From the customer’s side,we definitely arrange the priority of logistics service which company should improve with quality improvement index.
