| Summary: | 碩士 === 國立高雄大學 === 亞太工商管理學系碩士班 === 96 === Online auction is a new transactional model and service which integrated auction regulation and WWW; however, service failures will occur during the process of service delivery. These service failures will break the good service records, decrease the reputation of service quality, and lead customers to transfer to other service providers. When the service failures occur, how to use the effective service recovery strategies to correct the mistakes is a very important issue. This research applied the Critical Incident Technique (CIT) method to collect 867 incidents from the buyer’s point of view during online auction service encounters categorized to isolate the particular events and related behaviors of contact sellers that cause buyers satisfactory and dissatisfactory; analyze typlogies of online auction failures and recovery strategies to understand which recovery strategies is the most effective.
The results revealed eighteen different types of online aution failures and ten unique recovery strategies in online auction service encounter, differing from other transactional environments (general-merchandise retailers and e-commerce retail). Besides, this study refered to the concept of Importance-Performannce Analysis (IPA) to discuss the relationship between severity level of service failures and buyer repurchase intention, and gained the important orders of service failures sellers must avoid. Therefore, sellers can understand perspectives of buyers about service failures and recovery strategies to provide better service quality, avoid service failures happening and have referances when they need to make recovery decisions.
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