建構服務補救後顧客滿意度與再使用意願之整合模式－以網路下單為例

An Integrated Model of Service Recovery Influence on Customer Satisfaction and Reuse Intentions in E-Trading

10.6736/JPSR.201305_10(1).0004

陳宜棻(Yi-Fen Chen)；蔡家文(Chia-Wen Tsai)；林漢茹(Han-Ju Lin)

網絡下單 ； 服務失誤 ； 顧客抱怨行為 ； 服務補救 ； 服務失誤歸因 ； E-Trading ； service failure ； customer complain behavior ； service recovery ； Attribution of service failure

績效與策略研究

10卷1期（2013 / 05 / 01）

73 - 101

繁體中文

隨著網際網絡的蓬勃發展，各種新興的電子交易平台也隨之產生，電子交易（e-trading）如同傳統交易（face-to-face）一樣，都希望以滿足顧客最大需求為主要目標。但如何有效衡量網路交易顧客的滿意度，早期的學者多以SERVQUAL 服務品質衡量模式（Parasuraman, Zeithaml & Berry, 1988）來衡量顧客的滿意程度，近來也有學者開始研究服務失誤、服務補救與補救後滿意度（第二次滿意度）三者問之關係，可是多數的研究卻侷限於傳統的服務業，如餐廳、旅館、航空業與零售業等範疇，至於有關電子交易模式服務失誤與服務補救的研究，亦著重在線上零售交易，對於其他使用電子交易的產業卻少有涉獵。在金融產業中發展最早與應用最廣的電子交易模式應屬證券網路下單，當網路下單交易平台隨著科技的進步已成為產業內每個經營者必備的一個經營工具峙，顧客的滿意度就相對重要；而有效的服務補救政策與程序成為網路下單提供者如何維持顧客滿意度與忠誠度的一項重要工具。本研究以具有網路下單服務失誤經歷的顧客為研究對象，並以服務失誤與服務補救的角度來探討網路下單發生的服務失誤及對於顧客的服務補救措施，是否對於顧客的補救後的滿意度與後續行為意圖造成影響；而服務失誤歸國對於顧客的滿意度與行為意願是否會有影響。本研究主要以結構方程模式(SEM)透過LISREL8.54統計軟體分析來驗證各相關變數問之因果關係，總計回收有效問卷592份，研究結果發現：（一）服務補救對於發生服務失誤經歷的顧客的滿意度有正向影響。（二）服務補救對於發生服務失誤經歷的顧客的再使用意願有正向影響。（三）對於經歷服務失誤的顧客所採取的補救措施，若無法讓顧客獲得滿意，即使採行服務補救措施，也無法增加顧客的再使用意願。（四）服務失誤歸因對於顧客的抱怨行為有正向的影響，即使透過服務補救措施，仍然會對顧客的抱怨行為產生影響。

More and more newly e-trading platform comes up with the development and flourish of internet. E-trading is hope to meet customer largest demand same as traditional. But the provider is how to do effectively assess e-trading user's satisfaction? Recentl, some study begin to discussion the relationship between service failure service recovery, and the satisfaction with service recovery (second satisfaction), However, the majority researches was focus on traditional service industries, for example, restaurants, hotels aviation and retailing. In the case of e-trading service failure service recovery research, the same focus on on-line retailing and lack of researches that use of the electronic transaction on remaining industrySecurities are the most widely and earliest e-trading model in the financial service industry. When e-trading platform turn into a must have operator tool in the Securities Industry with the progress in science and technology, therefore, user's satisfaction become more important. The e-trading provider's service recovery policies and programs are important tools to firms in their efforts to maintain user's satisfied and loyal. There w majority researches focus on e-trading user's satisfied in the past, but there is short of user's behavior intention that has service failure experience.The study based on service failure/recovery to discussion service recovery after e-trading service failure, which is impact of user's satisfaction with service recovery and behavioral intention. And the study defined the customer who has e-trading service failure experience as the object of study. Moreover, we will also to discussion the attribution of service failure how to impact user's satisfaction with service recovery and behavioral intention. The main research method is structural equation modeling (SEM) and using the LISREL8.54 as statistical tools for analyzing the causal relationship between variables and 592 valid questionnaires. The results of our analysis are summarized in the following points1. The consumer perceptions of E-Trading service failure for the customer complain behavior and E-Trading service recovery have positive effects.2. The customers complain behavior for the E-trading service recovery has positive effects.3. The consumer perceptions of E-Trading service recovery for the customer satisfaction with service recovery have positive effects.4. There have positive effects between E-Trading service recovery inf1uence on customer satisfaction and the reuse intentions.

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