| Summary: | 碩士 === 國立臺中科技大學 === 企業管理系事業經營碩士班 === 101 === Even the most customer-oriented organization is not likely to avoid or eliminate service failures. Service recoveries are the actions a service provider takes in response to service failures, such as rectifying, amending, and restoring the loss experienced by customers from deficiencies in service performance. Although several previous studies have examined the influence of service recovery on repurchase intention, few studies have investigated its influence on trust. Trust may reduce risk and uncertainty for online shopping. Previous studies also shed lights on the impacts of switching barriers, such as inertia, switching cost, and attractiveness of alternatives, on repurchase intention, neglecting the interrelationship among these switching barriers. Using online shopping as research context, this study investigates the influence of online service recovery quality on trust. Besides, this study explores the moderating effects of switching barriers on the relationship between online service recovery quality and trust. Furthermore, this study investigates the mediating role of switching cost and attractiveness of alternativeness for the moderating effects of inertia on the relationship between online service recovery quality and trust. In this study, 400 questionnaires were delivered, and finally 282 questionnaires were useful. This study analyzed data by using descriptive statistics analysis, reliability analysis, validity analysis, Pearson correlation analysis and regression analysis. The results of this study found that online service recovery quality has influences on trust. Inertia and switching cost moderate the relationship between online service recovery quality and trust. Inertia has a direct impact on switching cost and attractiveness of alternatives. Switching cost mediates the moderating effects of inertia on the relationship between online service recovery quality and trust. The results of this study can provide valuable information for both academicians and practitioners to understand online retailers’ service recovery management.
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