Online music has become an important commercial possibility in the music industry. However, according to the marketing research of Market Intelligence & Consulting Institute on 2009, there¡¦re only 17.6% of those web users willing to pay for online music. Hurley and Estelami (1998) mentioned that the service quality will affect the customer satisfaction. Superior service quality will have a positive effect on customer satisfaction, and proceed to affect the customer¡¦s repurchase intentions and behavior. In this research, we tried to find the relationship between service quality and customer satisfaction for online music. The main aspects of online service quality are informativeness, selection, portability, convenience, perceived enjoyment, and Idolization.
In this research, we collected data of online music in Taiwan by conducting a survey on the Internet. It¡¦s found that selection, convenience, perceived enjoyment, and Idolization have a positive influence on customer satisfaction based on statistical analysis. Above all, the aspect of convenience is highly relative to customer satisfaction. As a result, the author suggests that online music should add more functions according to the four aspects mentioned above.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0825110-162101 |
| Date | 25 August 2010 |
| Creators | Lai, Ping-Chun |
| Contributors | none, none, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0825110-162101 |
| Rights | not_available, Copyright information available at source archive |
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