| Summary: | 碩士 === 國立清華大學 === 服務科學研究所 === 104 === Service failure has been an important issue in the context of service. The purpose of this study is to investigate how customers respond differently to service failure caused by self-service technology and human service. Online questionnaire was used to collect a sample of 849 respondents during three weeks.
The quantitative analysis of the samples is through t-tests and ANOVA in order to investigate the difference between the two service groups (i.e., self-service technology and human service). There are some differences we find in this study. Firstly, customers perceive that the outcome failure is more server than the process failure. Secondly, most customers who experience human service failure are more likely to attribute the responsibility to the firm. Thirdly, the results show that customers tend to use problem-focused coping strategy when experiencing self-service failure whereas, customers are more likely to use emotion-focused coping when facing human service failure. With regard to the behavior (i.e., support and retention), we found that customers are unwilling to continue using the original service interface (i.e., self-service technology and human service), if they perceive the high sever failure. Moreover, we found that customers attributing responsibility to “both” (i.e., firms and customers) have higher intention to trade with the firm and retain to use the service interface (i.e., self-service technology and human service) simultaneously.
To conclude, our results could provide the service organizations with further understandings of customers’ responses so that they could offer more adequate service.
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