The Effects of Second-time Online Shopping Service Failure Recovery On Post-recovery Satisfaction

• Main Authors: Shu-Yi Lin, 林舒怡
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/86112509247208719641

碩士 === 國立中正大學 === 行銷管理研究所 === 98 === Internet has become an important channel for online shopping. According to the MIC Industry survey with 344 samples, 96% of Taiwanese females with internet experience had online shopping experience, along with 93.6% of Taiwanese males. As online shopping become a popular shopping channel, the number of online service failure also increases. However, previous researches of the online shopping service failures have been focused on the first failures and the satisfaction after the service recovery. Only few studies have focus on the second-time service failure. Therefore, the purpose of this study is to examine whether different types of service failure and compensation would affect consumer’s post-recovery satisfaction after the second-time service failure. Using a 4 (Website design/interaction, fulfillment/reliability, Customer service, Security/privacy) * 2 (With compensation, Without compensation) factorial design, a between-subject experiment with 305 participants was conducted. Eight experimental scenarios were created to corresponding to factorial design. The dependent variable of this study is the consumer satisfaction after the second service failure. This study showed that types of service failure have significant effect on consumers’ satisfaction in second service failure. Consumers who were not provided compensation have higher overall satisfaction than those who were provided with compensation. In addition, the interaction of two independent variables, service failure types and compensation, has a significant effect on consumer satisfaction.