| dc.description.abstract | In Taiwan, online shopping has become the fourth reason for using the Internet service. Moreover, online shopping is the fastest growing network application. The cost of attracting a new customer is higher than the cost of retaining an old customer. Thus, how to retain their customer has become the vital issue for online stores.
From the aspect of e-service, website is not only a information system, but also a tool for business to deliver their service to customers. From the aspect of consumption system, we divided e-service quality into process quality and outcome quality to discuss the effect of each service encounter on overall customer satisfaction. In this research, we use loyalty as a dependent variable, and discuss the relationship between trust and loyalty.
In this research, we collected data by conducting a survey on the Internet. On the basis of statistical analysis, this research find out the following result：(1)process quality has a positive influence on satisfaction；(2) customer’s price perception has a positive influence on satisfaction；(3)customer satisfaction and trust have positive influence on customer loyalty.
According to the result, the author provides the following suggestion：(1) improve e-service quality by assuring ease of use, privacy, design, information accuracy, and functionality；(2) make the price level of online store more competitive；(3) transform from product seller to e-service provider. | en_US |