| Summary: | 碩士 === 靜宜大學 === 資訊管理學系 === 99 === Online shopping has become a quite popular phenomenon. Without face-to face communication, service providers can not respond to consumers’ needs directly and thus consumers have more chances to encounter service failures. Several previous studies on service failure recovery shed lights on traditional transactional market, but few studies put emphases on online service failure recovery. With the development online transactions, since service failure is inevitable, how to implement service recovery strategies to maintain or enhance consumer satisfaction has become an important issue for online service providers.
Several previous studies have proposed that expectation-confirmation theory and equity theory can be applied for service recover and satisfaction. However, they focus on the influence of service recovery on consumers’ positive or negative emotional responses rather than overall evaluations of service recovery process. Besides, service failure attribution can help provider to understand the severity, stability and controllability of the failure, but previous studies on the investigation of its influences tend to be piecemeal. Furthermore, switching cost has been regarded as an important factor for business mode, but it has been neglected for online shopping behavior. Thus, this study would like to address the above gaps and develop a framework which integrates expectation-confirmation theory and equity theory and also includes switching cost as a moderator for the influence of satisfaction on repurchasing intention.
The respondents who have online service failure recovery experiences were collected to validate the research framework. The results of this study indicate that service recovery has a positive influence on expectation confirmation and perceived justice. Customer expectation has a negative impact on expectation confirmation. Service failure attribution has a positive impact on customer expectation, but does not impact satisfaction. Perceived justice and expectation confirmation have influences on satisfaction and in turn lead to repurchasing intention. Finally, switching costs, including procedural and psycological switching cost, moderate the relationship between satisfaction and repurchasing intention. Based on research results, conclusions and suggestions were finally proposed to serve as a reference and application for online shopping websites while service failure occurs.
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