Toward a Framework for Assessing E-Marketplace Service Quality--- An Integrated Perspective

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Project title

Code/計畫編號

NSC99-2410-H126-023

Translated Name/計畫中文名

電子市集服務品質評估架構之研究---一個整合性觀點

Funding Organization/主管機關

National Science and Technology Council

Co-Investigator(s)/共同執行人

涂宏任(計畫主持人)

Department/Unit

Providence University Department of International Business

Website

https://www.grb.gov.tw/search/planDetail?id=2140581

Year

2010

Start date/計畫起

01-08-2010

Expected Completion/計畫迄

31-07-2011

Co-Investigator(s)

Ming-Feng Yang

Bugetid/研究經費

383千元

ResearchField/研究領域

管理科學

隨著網際網路盛行，電子市集透過有效率的交易流程吸引大量的企業在此平台行銷產品，然而在競爭日益激烈的網路環境下，改善線上服務品質已成為電子市集交易平台常見的經營策略，因此我們需要發展適當的評估指標來衡量電子市集的服務品質。本研究擬以平衡計分卡（BSC）的四個構面（財務，顧客，內部企業流程，創新和學習）為基礎發展評估架構，提供有效的指標來衡量電子市集的服務品質。此外，由於影響電子市集服務品質的因素彼此之間具有相依性，本研究進一步採用分析網路程序法（ANP）以解決複雜的多重屬性問題。具體而言，本研究的目的如下: 1. 藉由平衡計分卡(BSC)發展完整的評估架構來衡量電子市集的服務品質。 2. 採用B2B與B2C，財務與行銷導向的兩構面分類法，提供電子市集服務品質相關文獻評析。 3. 採用分析網路程序法(ANP)來分析電子市集服務品質影響因素中的互相影響與相依性。 4. 計算分析網路程序法(ANP)模型中超級矩陣的相關權重以確認電子市集服務品質的關鍵性指標。整體而言，本研究將有助於管理者辨識電子市集服務品質績效評估的關鍵指標，並為B2B企業資源配置提供一個重要的參考方向。 The efficiency of the e-marketplace as a transaction process has led a large number of firms to market their products in this platform. Given that improving e-service quality has become the most common business strategy in an increasingly competitive electronic environment, there has been a call for better performance measures to assess whether e-marketplace service quality is productive. Unfortunately, little academic research has addressed the criteria needed to help determine e-marketplace service quality. To fill this gap, this research aims to offer useful criteria to assess e-marketplace service quality according to four perspectives of the Balanced Scorecard (BSC) approach; that is, finance, customers, internal business processes, and learning as well as growth. Furthermore, due to the multidimensional factors that influence e-marketplace service, this study proposes a practical model based on the Analytic Network Process’s (ANP) ability to solve complex, multi-attribute problems. To elaborate, the objectives of this study are listed as follows: (1) Developing the comprehensive framework for evaluating the e-marketplace service quality via Balanced Scorecard approach. (2) Applying a two-way schema, B2C versus B2B and financial-oriented versus marketing-oriented, to provide an original view on the topic of e-service quality. (3) Modeling the ANP hierarchical structure to analyze the interaction and dependence among the set of the dimensions of e-marketplace service quality. (4) Calculating the relative weights of a “super-matrix” in ANP model to identify the key criteria of e-marketplace service quality Several experts including practitioners and academics are invited to participate in this study. This research will help managers identify the key performancecriteria of e-marketplace service quality and thus configure their improvement plans in a cost-efficient manner.

Keyword(s)

電子市集
線上服務品質
平衡計分卡
分析網路程序法
績效評估
e-marketplace
e-service quality
Balanced Scorecard (BSC)
Analytic Network Process (ANP)
Performance Evaluation

DSpace CRIS

Toward a Framework for Assessing E-Marketplace Service Quality--- An Integrated Perspective

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