In recent years, Taiwan’s baking market has been expanding. Professional technicians in the baking industry have repeatedly won international awards, and it brings a trend of baking to the country. Moreover, due to frequent food safety incidents in the country and people’s panic in diet, many people decided to learn baking skills by themselves. Taiwanese baking companies are strong in technology and product innovation. By means of static network platform, dynamic network platform, and currently popular live streaming, baking companies not only market their products but also market themselves while sharing baking skills with people.
Of course, thanks to the advancement in Internet technology and internet speed, people have been able to browse on line for their own needs. This has become a basic tool in life. The public has considered the convenience services provided by the baking industry as part of their lives. Moreover, since the bakery network live broadcast market is also very competitive, various bakery companies are striving to promote new products and services, and emphasize the “tangibility”, “reliability”, “responsiveness”, “assurance” and “caring” of service quality. Live streaming has become a powerful tool to provide consumers with multiple channels of learning and services.
In view of the increasing popularity and importance of baking teaching service quality, this study investigates customer’s needs and expectation in live streaming from customer’s perspective in terms of "service quality," "customer satisfaction," and "customer loyalty,"
The PZB service quality expansion model and the SERVQUAL scale model are used as the theoretical basis for this empirical study to find out the causal relationship between local people's motivation, satisfaction and other variables in learning baking from live streaming. In addition, questionnaires were used to test the hypothesis model with regression analysis.
The research result indicates "Service Quality" has a positive impact on "Customer Satisfaction", "Customer Satisfaction" positively affects "Customer Loyalty", "Service quality" also has a positive impact on "customer loyalty". Obviously the motives and satisfaction of people learning to bake from a live streaming platform have high positive relationship. In addition, whether the customer response was handled properly or not, the impact on “customer loyalty” also reached a significant level. The results of this study found that "service quality" and "customer satisfaction" both are important variables that will effectively influence "customer loyalty."
The study results is aimed at contributing as a reference to people or companies running live streaming business, and to those who have intention to enter into this industry.