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Transactions: WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS
Transactions ID Number: 53-413
Full Name: Wen-bao Lin
Position: Professor
Age: ON
Sex: Male
Address: No.116, Heping 1st Rd., Lingya District, Kaohsiung City, Taiwan.
Country: TAIWAN
Tel: 886-7-7172930 ext:2200
Tel prefix:
Fax: 886-7-7277847
E-mail address: e2667@ms23.hinet.net
Other E-mails: t3285@nknucc.nknu.edu.tw
Title of the Paper: The Influences of Service Quality of Online Order and Electronic Word of Mouth on Price Sensitivity With Loyalty
Authors as they appear in the Paper: Wen-bao lin ; tsung-yu Ku
Email addresses of all the authors: e2667@ms23.hinet.net; ku@nknucc.nknu.edu.tw
Number of paper pages: 20
Abstract: The purpose of this study is to propose the model to confirm the direct and indirect relationship between service quality , customer loyalty , customer satisfaction , electronic word of mouth and price sensitivity. The model results in multicollinearity due to moderate correlation between electronic word of mouth and service quality. In order to reflect true phenomenon, the model is split into the service quality model and the electronic word of mouth model. The 452 valid samples are collected from the people who have experienced online trading in Taiwan and convenience sampling. Questionnaires used in the study included five scales of service quality, electronic word of mouth, customer loyalty, customer satisfaction and price sensitivity. The major findings are as follows: (1). Service quality, customer loyalty and electronic word of mouth show significant direct effects on price sensitivity; (2) With good service quality and high electronic word of mouth, Custome!
rs feel low price sensitivity;(3) Customer loyalty has a significant indirect effect on both service quality and price sensitivity. Customer loyalty has a significant indirect effect on both electronic word of mouth and price sensitivity;(4) There is a significant correlation between service quality and electronic word of mouth.
Keywords: : Service quality, Customer loyalty, Customer satisfaction, Electronic word of mouth, Price sensitivity
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