A Research On The Relationship Between The User Loyalty And The Personalized Information Service Quality Based On The Two Factors Theory

The contradiction between information overload and individual demands has brought great changes to the information service industry, and the personalized information service emerges. Meanwhile, the study on the personalized information service on Internet is put on the agenda, and how to improve the service quality has become the focus of many enterprises. The thesis focuses on the relationship between the user loyalty and the personalized information service quality. It is based on the Motivator-Hygiene theory and Kano’s model. All factors that affect the user loyalty are analyzed and classified into different dimensions. The contribution is that it enriches the theory on service quality and consumer loyalty. Meanwhile, it offers guiding advices to Internet companies to help them timely and clearly know the true demands of customers. Only in this way can they provide higher-quality personalized information service. Besides, the study on service quality and user loyalty may be of certain reference value to other service enterprises and promote the growth of the tertiary industry.The thesis gives a brief review to the related theories at first, such as personalized information service on Internet, service quality, user loyalty and the Motivator-Hygiene theory and so on. By reference to the actual situation, each related concept is redefined. And then, based on the analysis of the dimensions of personalized information service on Internet, eight dimensions are summarized. Using the questionnaire on Kano’s model, the eight dimensions are classified into three quality factors:the must be qulity, the one-dimension qulity and the attractive quality. The relationship between the user loyalty and each dimension is built, and the assumption and model of this study is constructed. With empirical analysis, the model will be revised. At last, conclusions are made as follows:the must-be quality factor has little influence on the user loyalty, while the effect of the one-dimensional quality and the attractive quality is remarkable. According to the conclusion, relevant suggestions are proposed.There are mainly three innovations. Firstly, the personalized information service was often studied from the technical level in the previous research, while the study in the thesis is performed from another prospective:the service quality. Secondly personalization was just treated as one dimension of the service quality in the previous studies, but it is the first time that the service quality of the personalized information service is studied. According to its characteristics, the dimensions of the personalized information service quality are redesigned, and two new dimensions, are proposed. Thirdly, most of the previous work on the relationship between service quality and user loyalty is based on the SERVQUAL model. In this research, the SERVQUAL model and the Motivator-Hygiene theory are combined together.