Cross country comparison on customer satisfaction of online game : taking China and Thailand as an example

网络游戏客户满意度之跨国性比较 以中国与泰国为例

Name: Yufei Wu

LCSH: Electronic games -- Social aspects

LCSH: Computer games -- Economic aspects

LCSH: Computer games -- Marketing

Abstract: Over these few years, online gaming is growing competitive with numerous new and the existing online game service providers delivering their best services to gain more market share. In order to survive in this competitive industry is to continuously upgrade and improve the game. The best way to retain the existing online game users and attract potential buyers is to understand the factors affecting customer satisfaction and customer loyalty. The purpose of this study is to compare the customer satisfaction of Thai and Chinese online game players towards online game service which could lead to customer Loyalty. By investigating the customers' experience value about online game services, this study provided insights on key areas for improvement and reference for operation strategy, enhancing brand and corporate image, and the quality of online game services, in order to grab potential buyers and retain the existing, one. This study designed the questionnaire based on the 22 variables of the SERVQUAL model, and analyzed the data collected by IPA (Importance-Performance Analysis). 290 valid questionnaires were collected, and the effective questionnaire rate is 96.21%. The sample data were analyzed by SPSS statistical software. The nationality of the sample was mainly Chinese, with 41.58% of Thais; more male players than female players; the majority of respondents are under the age of 35, accounting for 75.62% of the total respondents. A comprehensive IPA analysis has been carried out on the overall customer satisfaction. Inaddition, “gender” , “age” and “occupation” and more are used for grouping and another IPA analysis has been conducted to understand the customer satisfaction of different groups of customers towards online games. Finally, the finding of study provided recommendations for online game service in Thailand and China to improve the quality of online game service and thereby to improve the customer satisfaction.

Abstract: 游戏本身需要有生命力，而赋予其长期生命力最好的方法就是不断对游戏本 身进行更新和改进。因此，应该如何稳定玩家群获取收益，通过了解玩家希望玩网络 游戏获得什么，也就是对网络游戏的满意度，顾客玩网络游戏的满意度和忠诚度显得 尤为重要。在这种情况下，本研究将以中泰两国网络游戏玩家的满意度做比较。 从顾客对于网络游戏所提供服务的感受，了解优先改善的项目，为网络游戏营运 策略、提升品牌或企业形象等提供借鉴和参考，也能使网络游戏服务品质有进一 步的提升，稳定老玩家吸引新玩家。 本研究将结合􀀶(􀀵5􀀴9􀀤4 服务品质􀀕􀀕 项量表设计问卷后进行􀀬Ɒ􀀤（􀀬􀁐􀁓􀁒⺀􀁗 ā􀁆􀁈􀀐Ɒ􀁈⺀􀁉􀁒⺀􀁐 ā􀁆􀁈 􀀤ā 􀁜HiH）重要性与绩效分析，本研究总收回有效问卷􀀕􀀜􀀓 份， 有效问卷率为􀀜 晦􀀕􀀔 。而样本资料采用􀀶Ɒ􀀶􀀶 统计软件进行数据分析。受访者国 籍以中国人为主，泰国人占􀀗􀀔晦V􀀛 ；男性玩家多于女性玩家；􀀖V 岁以下的玩家 占受访者绝大多数，共占到总受访者的􀀚V晦 􀀕 。针对前述问卷整体构面之顾客满 意度做全面􀀬Ɒ􀀤 分析，根据受测者的基本数据依“性别”、“年龄”、“职业” 等为分群依据，再做一次􀀬Ɒ􀀤 分析探讨了解不同属性顾客对网络游戏的满意度。 针对分析结果，本研究对中泰两国网络游戏的顾客服务提供改善意见，以此提升 网络游戏的服务品质及顾客满意度。

Rangsit University Library

Address: Pathumthani

Email: rattanapornn@rsu.ac.th

Name: Duan Wan Chun

Role: Advisor

Created: 2018

Modified: 2023-11-15

Issued: 2020-01-21

วิทยานิพนธ์/Thesis

application/pdf

chi

Spatial: Thailand

Spatial: China

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Business Administration

Grantor: Rangsit University

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