Conclusion and limitations

Chapter 5 Discussions and conclusion

5.2 Conclusion and limitations

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5.2 Conclusion and limitations

A primary contribution of our work was to have started a stream of work to develop and validate a generic instrument for measuring service quality for mobile services in mobile commerce. Since there do not exist an integrated scales for measuring mobile service quality, the development of service quality measures in wireless commerce environment becomes necessary.

We provide a tool for mobile service providers to assess the qualities of their services. The result of regression analysis between M-S-QUAL and perceived value and loyalty intentions has shown significant effects of efficiency, contact, and recovery. Contact and recovery are related to communicating with customers. This implies that good service quality means good communications with customers, and good communications is the key mechanism for retaining customers, in mobile context.

Even though the rigorous validations procedure allowed us to develop a generic instrument to measure mobile service quality, this research has limitations resulted from attainable sample data. At present, mobile device users are generally young with lower income, and heavy users are males rather than females. This profile is clearly the composition of our sample data, which were mostly male (58.5%) and with low income (66.7% had monthly disposable income less than NT$20,000). This potential bias is unavoidable until mobile commerce becomes widely accepted by people of all ages and all walks of life.

We eliminated respondents with less than three months of mobile service experience. This is because we think new users may lack the concept of service quality and honeymoon bias may exist among new users. The service quality perceptions between new and experienced users may be different. Second, the sample was separated to two parts by transactions of tangible and intangible products. Because of limitations of time and cost, the data of tangible products M-S-QUAL was insufficient to reach the recommended sample size of CFA, so we only conducted EFA to determine factor structure. M-S-QUAL of tangible products should be further tested in the future. Finally, culture differences should be considered when applying our results to other regions.

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http://en.wikipedia.org/wiki/Confirmatory_factor_analysis

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With development of handheld devices such as smartphone and tablet PCs, the mobile commerce generation is coming. Users can browse web site, make transactions via applications on handhelds. The common mobile services are mobile shopping services(including tangible products purchasing, application/ data download, and intangible product transaction), mobile bookstores (electronic books), mobile music services, location-based services ( providing dynamic traffic or public transportation information), and mobile financial services, etc.

Have you ever have experiences of Internet surfing by mobile handheld devices?

□Yes

Accumulated experiences:

□0-1 months □1-3 months □ 3-6 months □6-9 months □9-12 months □more than 12 months

□No

Part A: Demographic data

1. Gender:□Male □Female

2. Age: □Under 20 □21-25 □26-35 □36-45 □46 and older

3. Educational level: □Elementary school □Junior high school

□Senior high school □ Bachelor □Master □Ph.D 4. Occupation:

□Manufacturing □Financial industry □Service □trade

□Information industry □High tech industry □Wholesale and retail

□Armed force catholicism □Student

□Mass media dissemination/advertisement □Other

5. Seniority: □1-5 years □6-10years □11-15years □More than 15years □Other 6. Disposable income per month:

□Below NT$10,000 □NT$10,001-20,000 □NT$20,001-30,000

□NT$30,001-40,000 □NT$40,001-50,000 □More than NT$50,000 Part B: Handheld devices usage

Please check the box or circle the number that best matches your handheld devices usage.

Please answer the questions below with respect to your current mobile phone, or the mobile phone you are most frequently using, or the phone you were using.

7. The type and brand of the current handheld devices usage：

□Smartphone： □Tablet PC：_

□Handheld game console： □Other：

8. Current network telecommunications services provider company：

□Chunghwa Telecom □Taiwan Mobile □Far Eastone Telecommunications

□VIBO □Asia Pacific Telecom

9. How long did you contact call center of your telecom provider company?

□Within one month □1-3months □4-6 months

□7-9 months □10-12 months □More than 12 months

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10. How much time do you spend on using handheld device roughly one day?

□0.5hr □0.6-1hr □1-2hr

□2-3hr □3-4hr □4-5hr □More than 5hr

11. The average monthly fee (calling and 3G Internet surfing)?

□Below NT$200 □NT$201-600 □NT$601-1100

□NT$1101-1500 □NT$1501 up

12. Is your 3G network access unlimited on the fixed fee contract?

□Yes □No

13. What do you primarily use your mobile phone for:

□Personal □Work □Emergencies □Other (explain)：_____________

14. Please specify all mobile services you use (check all applicable categories)

□Free voice calls □Download games □Play games

□Free text message (ex. Whatsapp, Viber, Line…)

□Voicemail □Download ringtones and icons □Activated dialing

□Mobile transaction (ex. shopping & financial services)

□Location/ map/ direction services

□Value-added services (ex. payment music download & subscription) 15. □Roaming (using your mobile phone in a foreign country)

16. □Information services：□News □Stock quotes □Weather □Sport □Other 17. □Other

Part C: Mobile service use experiences.

Please answer the following questions according to your mobile service use -experiences. The questions focus on assessing the multi-dimension of quality of mobile services, and answers of each item adopt 7-level scale (1: Strongly Disagree, 7: Strongly Agree).

Efficiency

1. This mobile site makes it easy to find what I need.

2. It makes it easy to get anywhere on the mobile site.

3. It enables me to complete a transaction quickly.

4. Information at this mobile site is well organized.

5. It loads its pages fast.

6. This mobile site is simple to use.

7. This mobile site enables me to get on to it quickly 8. This mobile site is well organized.

System Availability

1. This mobile site is always available for business.

2. This mobile site launches and runs right away.

3. This mobile site does not crash.

4. Pages at this mobile site do not freeze after I enter my order information.

Content

1. The content of the mobile web site is concise.

2. The content of the mobile web site is accurate.

3. This mobile web site provides complete content.

‧ 4. This mobile web site provides appropriate content.

5. This mobile web site provides important content.

6. This mobile web site provides fashionable content.

7. This mobile web site provides regularly updated content.

8. I can fully understand the content provided.

Privacy

1. It protects information about my mobile-shopping behavior.

2. It does not share my personal information with other mobile sites.

3. This mobile site protects information about my credit card.

Contact

1. Friendliness when reporting complaint.

2. Service agents provide consistent advice.

3. Customer service representative is polite

4. Call center personnel is able to help with problems

Billing

1. The mobile web site provides convenient payment procedures 2. Provides accurate billing

3. Makes it easy to understand and resolve billing issues 4. Resolves billing issues quickly

5. The prices of the products and services available at this site (how economical the site is) 6. Variety of price schedule

7. Possibility of freely choosing price schedules

Fulfillment (tangible products)

1. It delivers orders when promised.

2. This mobile site makes items available for delivery within a suitable time frame.

3. It quickly delivers what I order.

4. It sends out the items ordered.

5. It has in stock the items the company claims to have.

6. It is truthful about its offerings.

7. It makes accurate promises about delivery of products.

8. When the order completes, the order information was sent back in a timely fashion.

9. When order completes, the service provider can provide customized information.

Fulfillment (intangible products)

1. It delivers orders when promised.

2. This mobile site makes items available for delivery within a suitable time frame.

3. It quickly delivers what I order.

4. It has in stock the items the company claims to have.

5. It is truthful about its offerings.

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6. It makes accurate promises about delivery of products.

7. When the download completes, the trading information was sent back in a timely fashion.

8. When the download completes, the service provider can provide customized information.

Responsiveness (tangible products)

1. It provides me with convenient options for returning items.

2. This mobile site handles product returns well.

3. This mobile site offers a meaningful guarantee.

4. It tells me what to do if my transactiRon is not processed.

5. This mobile site provides a telephone number to reach the company.

6. This mobile site has customer service representatives available online.

7. It offers the ability to speak to a live person if there is a problem.

Responsiveness (intangible products)

1. It provides me with convenient options for returning items.

2. This mobile site handles product returns well.

3. This mobile site offers a meaningful guarantee.

4. It tells me what to do if my transaction is not processed.

5. This mobile site provides a telephone number to reach the company.

6. This mobile site has customer service representatives available online.

7. It offers the ability to speak to a live person if there is a problem.

Compensation (tangible products)

1. This mobile site compensates me for problems it creates.

2. It compensates me when what I ordered doesn’t arrive on time.

3. It picks up items I want to return from my home or business.

Compensation (intangible products)

1. This mobile site compensates me for problems it creates.

2. It compensates me when what I ordered doesn’t arrive on time.

3. It picks up items I want to return from my home or business.

Part D: overall assessment

Perceived Value (PV)

1. The overall convenience of using this site is good.

2. The extent to which the site gives you a feeling of being in control.

3. The overall value you get from this site for your money and effort.

4. The overall evaluation of the quality of mobile services is good.

5. The overall evaluation of the extent to which these mobile services meets your personal requirements.

6. The overall evaluation of the extent to which these mobile services is reliable.

7. Variety of value-added services.

8. I always have an excellent experience during the course of the site.

9. The prices of the products and services available at this site (how economical the site is).

10. When the service completes, I usually feel that I had a good experience

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48 Loyalty Intentions

The loyalty measure consisted of five behavioral items; respondents indicated their likelihood of engaging in each behavior on a 7-point scale (1 = very unlikely, 7 = very likely).

How likely are you to…

1. Say positive things about this site to other people.

2. Recommend this site to someone who seeks your advice.

3. Encourage friends and others to do business with this site.

4. Consider this site to be your first choice for future transactions.

Do more business with this site in the coming months.

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Appendix B

行動服務品質量表建構

親愛的受訪者您好：

懇請您撥冗協助填寫此份「行動服務品質量表建構」之學術研究問卷！本問卷希望能透過不同構面的檢視，

建構一衡量行動服務品質之量表。問卷共包含四個部分，每項問題皆無特定之標準答案，希望您依個人的使用經驗填答。

本問卷採匿名方式進行，僅供學術研究使用，請放心填答。為了感謝您的熱心參與及支持，本研究提供了一些獎項作為答謝，於問卷結束後抽出 7 名幸運兒，獎項包含：

InfoThink【Avengers 鋼鐵人造型隨身碟】8GB 珍藏版 1 份 ELECOM【繽紛甜甜圈通話用耳麥】1 份

統一超商 100 元禮卷 5 份

在此致上最大的感謝，敬祝您中獎！

祝您順心如意！

國立政治大學資訊管理學系

指導教授：管郁君博士、林勝為博士研究生：范雅筑敬上

==============================================================================================

行動服務

行動服務指的是透過手持裝置以行動版網頁、應用程式 (App) 進行資料查詢或交易的服務。常見行動服務類型如：行動交易：實體商品交易、應用程式下載、資料查詢與下載、虛擬商品購買；行動加值服務：書城、電子書、行動音樂；以使用者位置衍伸的應用 (適地性服務)：導航、大眾運輸動態查詢、鄰近資訊查詢；行動化金融服務、股票下單...等

1. 請問您是否曾經有使用行動手持裝置上網的經驗：

□有 □無

2. 承上題，請問您使用經驗累積約：

□0~3 個月 □3~6 個月

□6~12 個月 □12~18 個月

□18~24 個月 □24 個月以上

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第一部分：基本資料

3. 性別:□男 □女

4. 年齡:□20 歲以下 □21-35 歲 □26-35 歲 □36-45 歲 □46 歲以上 5. 教育程度:□國小 □國中 □高中 □大學 □碩士 □博士

6. 職業:

□行政人員 □專業人員(如醫生、律師) □學術界/教育界 □電腦/工程

□機械技術員 □服務行業 □銷售/市場部 □貿易 □高等學院學生

□中/小學生 □家庭工業 □自僱 □待業 □已退休

□其他：_________

7. 工作資歷:□學生 □0-1 年 □1-3 年 □3-5 年 □5-7 年 □7-9 年

□9-11 年 □11-13 年 □13-15 年 □15 年以上 8. 每月可支配金額:

□$10,000 以下 □$10,001~$20,000 □$20,001~$30,000

□$30,001~$40,000 □$40,001~$50,000 □$50,000 以上

第二部分：手持裝置使用經驗

下列有關手持裝置使用習慣的問題，請依您目前的使用情形填選最符合之選項。

9. 目前在使用的手持裝置的類型：

□3G手機 □智慧型手機 □平板電腦 □掌上遊戲機 □其他：___ __

10. 承上題，請問您使用的手持裝置品牌：____________

11. 一天大約花多少時間在手持裝置上?

□0~1 小時 □1~2 小時 □2~3 小時 □3~4 小時 □4~5 小時 □5 小時以上 12. 您目前使用的電信服務公司：

□中華電信 □台灣大哥大 □遠傳 □威寶 □亞太 □其他：_________

13. 請問您平均一個月電話費大約是 (包含通話費與 3G 上網費用)

□200 元以下 □201-600 元 □601-1,100 元 □1,101-1,500 □1,501 以上 14. 承上題，請問您是否為 3G 上網吃到飽的用戶？

□是 □否

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第三部分：行動服務品質衡量

此部分需要請您自行設定一個在過去經驗中您曾經使用過「最好的」行動服務來回答接下來的題目。

15. 請問您所設定之行動服務屬於下列哪一種類型的行動服務？

□訊息/ 通話服務 □定位/ 導航/ 地圖服務 □社群類型的服務

□行動交易服務(ex: 購物、金融交易) □遊戲娛樂

□加值服務(ex:付費音樂軟體、訂閱)

□即時資訊查詢服務 (ex:財金、氣象、運動、新聞...)

□行動交易(如購物,金融服務)

□其他：______________

16. 承上題，請問您所設定之行動服務主要是實體商品交易或虛擬(無形)商品、資料查詢下載的服務？

□實體商品 □無形商品

如果你回答 '實體商品 ', 請跳到 17.

如果你回答 '無形商品', 請跳到 31.

非常不同意不同意稍微不同意普通稍微同意同意非常同意

行動服務提供者履行性的衡量：

17. 完成訂購的商品會按照所訂的時間送達 18. 於合理的時間內送達訂購商品

19. 商品運送服務的速度快 20. 完成訂購的商品會確實送達 21. 頁面顯示有貨時確實可訂到貨

22. 提供的商品是讓人相信的商品(非贗品或瑕疵品) 23. 提供精確的商品運送承諾

使用行動服務在回應性的衡量：

24. 提供便利的退貨方式與機制 25. 商品退貨處理得當

26. 提供明確的退貨保證

27. 當交易流程未完成時，會清楚地指示後續步驟使用此行動服務遇到問題時的補償議題：

28. 商家會對自己造成的錯誤主動補償 29. 產品沒有準時送達時，商家會主動補償

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非常不同意不同意稍微不同意普通稍微同意同意非常同意

84. 向他人描述時，我會給予此服務提供者正面的評價 85. 我會鼓勵親朋好友使用這個服務

86. 這個行動服務會是我將來使用的第一選擇 87. 接下來幾個月我會繼續使用此行動服務

十分感謝您的填答，祝您心想事成！

本研究於正式發放問卷且回收後進行抽獎，請留下您的電子信箱方便您參加抽獎與後續聯絡，謝謝！

您的電子信箱：______________________________________

在文檔中行動服務品質量表建構 - 政大學術集成 (頁 45-61)

Chapter 5 Discussions and conclusion

5.2 Conclusion and limitations

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5.2 Conclusion and limitations

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References

Psychological Bulletin, 112, 400-404.

Journal of Marketing Research, 16 (1), 64–73.

32, 15-23.

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Information Management, 30, 289–300.

Marketing, 12 (8), 588-601.

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Sociological Methods and Research, 11, 325-344.

Multivariate Behavioral Research, 32, 193-210.

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of the ACM, 46(12), 61–65.

Network resources

http://www.idc.com/getdoc.jsp?containerId=prUS23297412

http://www.idc.com/about/viewpressrelease.jsp?containerId=prUS22617910&sectionId=nu ll&elementId=null&pageType=SYNOPSIS

http://blog.nielsen.com/nielsenwire/online_mobile/the-state-of-mobile-apps/

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http://statwiki.kolobkreations.com/wiki/Confirmatory_Factor_Analysis

http://en.wikipedia.org/wiki/Confirmatory_factor_analysis

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Have you ever have experiences of Internet surfing by mobile handheld devices?

□Yes

Accumulated experiences:

□0-1 months □1-3 months □ 3-6 months □6-9 months □9-12 months □more than 12 months

□No

Part A: Demographic data

1. Gender:□Male □Female

2. Age: □Under 20 □21-25 □26-35 □36-45 □46 and older

3. Educational level: □Elementary school □Junior high school

□Senior high school □ Bachelor □Master □Ph.D 4. Occupation:

□Manufacturing □Financial industry □Service □trade

□Information industry □High tech industry □Wholesale and retail

□Armed force catholicism □Student

□Mass media dissemination/advertisement □Other

5. Seniority: □1-5 years □6-10years □11-15years □More than 15years □Other 6. Disposable income per month:

□Below NT$10,000 □NT$10,001-20,000 □NT$20,001-30,000

□NT$30,001-40,000 □NT$40,001-50,000 □More than NT$50,000 Part B: Handheld devices usage

Please check the box or circle the number that best matches your handheld devices usage.

Please answer the questions below with respect to your current mobile phone, or the mobile phone you are most frequently using, or the phone you were using.

7. The type and brand of the current handheld devices usage：

□Smartphone：______ □Tablet PC：_______

□Handheld game console：______ □Other：______

8. Current network telecommunications services provider company：

□Chunghwa Telecom □Taiwan Mobile □Far Eastone Telecommunications

□VIBO □Asia Pacific Telecom

9. How long did you contact call center of your telecom provider company?

□Within one month □1-3months □4-6 months

□7-9 months □10-12 months □More than 12 months

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10. How much time do you spend on using handheld device roughly one day?

立政治大學

立政治大學

立政治大學

立政治大學

立政治大學

立政治大學

□Smartphone： □Tablet PC：_

□Handheld game console： □Other：