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Customer experience about service quality in online environment:
A case of Iran
Presenter: Laura ChenInstructor : Dr. Pi-Ying HsuDate: 2014/4/5
CITATION
Sorooshian, S., Salimi, M., Salehi, M., Nia, N. B., & Asfaranjan, Y. S. (2013). Customer Experience about Service Quality in Online Environment: A Case of Iran. Procedia-Social and Behavioral Sciences, 93, 1681-1695.
Contents
INTRODUCTION1
LITERATURE REVIEW2
METHODOLOGY3
RESULTS4
CONCLUSIONS5
CRTIQUES AND SUGGESTIONS6
INTRODUCTIONBackgroundLiterature ReviewThe purpose of the Study
INTRODUCTIONBackgroundLiterature ReviewThe purpose of the Study
Background
Nowadays, online product communities have
changed with the presence, support, and
competition created by corporations such as Sony,
Microsoft, IBM, and motorcycle manufacturer like
Ducati. (Nambisan & Watt, 2011)
Literature Review
Online product communities have such unique
characteristics and facilities that we have in effect to
consider a concept which could redefine the
customer’s online community experience. (Nambisan & Watt, 2011)
The purpose of the study
This study aimed to identify the main dimension of
customer experience in online environment, and
measure the impact of these main components
including pragmatic, hedonic, sociability and
usability experience on service quality.
LITERATURE REVIEWResearch FrameworkService QualityCustomer ExperienceHypotheses
LITERATURE REVIEWResearch FrameworkService QualityCustomer ExperienceHypotheses
Research framework
Service quality
Pragmatic experience
Usability experience
Sociability experience
Hedonic experience
Cu
stom
er Exp
erience
Service quality
Service quality is an assessment, which defines the abilities of a
delivered service to meet the needs of the customers. (Lewis & Booms, 1983)
Expanding the concept of online service quality might result in
questionable reliability, diminished adequacy and efficacy or
constrained predictive validity. (Parasuraman et al., 2005)
Customer experience
Customer experience is considered the entire
interaction among customers and products,
companies, or other segment of a firm that derives a
reaction. It is a general view that sees an individual
compared to a customer in a distinct way.(LaSalle et & Britton, 2003)
Pragmatic dimension
The factor of dimension is related to user’s goal
orientation behavior and show if users have found the
experience with the online team useful, worthy or
valuable. (Mathwick et al., 2001)
HA1: Service quality is significantly and positively affected by Pragmatic Experience.
HA0: Service quality is not significantly nor positively affected by Pragmatic Experience.
Hedonic dimension
This factor indicates users’ feeling of excitement
presented in the place where their desired goals are a
vital issue. (Mummalaneni, 2005)
HB1: Service quality is significantly and positively affected by Hedonic Experience.
HB0: Service quality is not significantly nor positively affected by Hedonic Experience.
Sociability experience
This dimension is considered as the social experience
which a member extracts from his/her association with
the online goods community.(Preece, 2000)
HC1: Service quality is significantly and positively affected by Sociability Experience.
HC0: Service quality is not significantly nor positively affected by Sociability Experience.
Usability experience
The usability dimension of online customer experience
is defined as the customers’ experience in surfing and
using the online community environment. Thus, this
dimension reflects an aspect of technology. (Nambisan & Watt, 2011)
HD1: Service quality is significantly and positively affected by Usability Experience.
HD0: Service quality is not significantly nor positively affected by Usability Experience.
METHODOLOGYSample & ProcedureInstrument & Reliability
METHODOLOGYSample & ProcedureInstrument & Reliability
Sample & Procedure
17
Instrument
The result indicate that the Cronbach’s Alpha value is greater than 0.7 and according to Nunnally (1978) that shows that all items are acceptable.
RESULTSFactor AnalysisRegression
RESULTSFactor AnalysisRegression
Factor analysis
Regression’s results
Model Summary
Model R R SquareAdjusted R
SquareStd. Error of the Estimate
1 .772 .596 .585 .68962
59.6% of the customer value is affected by the four identified independent variables.
Regression’s results
Unstandardized Coefficients
StandardizedCoefficients
Model B Std. Error Beta T Sig.
Constant -.501 .279 -1.796 .075
PRAGMATIC .172 .058 .164 2.949 .004
HEDONIC .488 .061 .478 7.940 .000
SOCIABILITY .330 .54 .329 6.072 .000
USEABILITY .197 .063 .187 3.112 .002
HA1: Service quality is significantly and positively affected by Pragmatic Experience.
HB1: Service quality is significantly and positively affected by Hedonic Experience.
HC1: Service quality is significantly and positively affected by Sociability Experience. HD1: Service quality is significantly and positively affected by Usability Experience.
ConclusionConclusion
Conclusion
Companies should make their online service more
pleasant for their customers, and let customers feel
that using the online service is useful, informative,
productive and valuable.
Conclusion
Companies should try to design online services that
are easy for the different levels of customers on the
move to improve service quality.
Critiques &SuggestionsCritiques &Suggestions
Critiques and suggestions
Critiques
Suggestions
1. Finding customers with enough experiences
2. Small sample size
3. The population is comprised of users in Tehran only.
Increase sample size
Extend the research location
Include customers with or not with enough experiences