Constructing A Model of Online Service Recovery Quality－Based on The Gaps of Service Failure

• Main Authors: Wu, Ying-Yao, 吳映瑤
• Other Authors: Liaw, Shu-Yi
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/72609573052870417269

碩士 === 國立屏東科技大學 === 企業管理系所 === 96 === 　　Following the mature of E-business and web marketing service, developing a online service recovery quality (SRQ) policy has been a necessary topic. Based on online service view, this study attempts to explore online customer behavior and its impacts on the relationship with SRQ. Hence, this study aims to explore the customers’ perspective about online SRQ, and compares the satisfaction difference between customer total and each construct SRQ satisfaction. Secondly, this study develops the online SRQ gap model, and examines the impacts of SRQ upon customer loyalty. 　　Data gathering is used as purposive sampling. 217 valid response data were collected from the customer that once experienced the online service failure/recovery in the past six months. The study results summarize as follows: (1) Honesty conscience is the most important factors of online SRQ. However, its satisfaction level is lower than others. (2) The attitudes of active-prevention and honesty conscience are the two most important factors of online SRQ for online retailing. Customer satisfaction level of substance indemnify and immediately psychology recovery significant positively. (3) According to the analysis results and literatures review, this study constructing an online SRQ gap model. This gap model identifies the stages of online service failure/recovery. Also, it helps managers catch the problems from customer and online retailing. Six gaps of online SRQ gap model are pointed out. And proposition are proposed base on this gap of online SRQ respectively. (4) Recovery satisfaction myth exactly extist, while measuring customer recovery satisfaction only depends all in one variable. (5) Customer satisfaction from immediately psychology recovery positively influences customer word-of-mouth and repurchase intentions respectively. Finally, active-prevention and honesty conscience lead to higher levels of customer trust and commitment. 　　This study suggests online retailing before service failure, it should have active-prevention concept. If service failure had been appeared, it should reinforce responsible attitude. As service failure decrease, customer trust and business image are raise.