A System Dynamics Approach to E-Service Recovery and E-Trust

電子化服務品質補救與電子信任之系統動態模式

張瑋倫(Wei-Lun Chang)；張慧琪(Hui-Chi Chang)；張德民(Te-Min Chang)

系統動力學 ； 電子服務失敗 ； 電子服務補救 ； 電子信任 ； System Dynamics ； E-Service Failure ； E-Service Recovery ； E-Trust

資訊管理學報

20卷2期（2013 / 04 / 01）

193 - 217

英文

雖然過去的文獻指出信任在電子商務中扮演的調節角色，但是並沒有太多的文獻討論電子信任與電子服務補救的關聯。因此，本研究就此關聯作進一步的探討，引用系統動力學方法建立電子服務補救的架構，並使用模擬評估電子服務補救的績效。研究發現電子信任對於成功的服務補救是不可或缺的，且可以大幅提升企業長期獲利。本研究續對事前認知服務品質、服務失敗嚴重性與顧客參與度作進一步的分析，結果顯示顧客事前認知服務品質對事前電子信任有正向的影響；並且事前認知服務品質低的顧客在電子服務補救後會對企業產生更多的獲利。另一方面，經歷高服務失敗嚴重性的顧客在問題被解決後也會對企業貢獻更多的獲利。而對於顧客參與度，研究顯示顧客參與更深入的服務補救過程，將會產生更高的事後電子信任。本研究結果可以幫助解釋電子信任在動態電子服務補救環境中的重要角色。

Researchers have highlighted the mediating role of trust in electronic circumstances. However, relatively few studies examine the links between e-trust and e-service recovery. This study explores e-service recovery in terms of e-trust. We utilize a system dynamics approach to building an e-recovery framework and subsequently conducting simulations to evaluate the recovery performance. The results of this study reveal that trust is indispensable to a successful recovery, which can boost long term firm profitability. Further sensitivity analysis is conducted regarding prior perceived quality, failure severity and customer participation. Results show that customers' perceived service quality have positive effects on their prior e-trust. Also, customers with low perceived quality will generate more profit for firms after service recovery. Interestingly, customers who have experienced high failure severity but ultimately have their problems solved will generate more profit for the firm. With respect to customer

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