How do customers respond differently to service failure caused by human and self-service technology?
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 collec...
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ndltd-TW-104NTHU58360102017-07-30T04:41:28Z http://ndltd.ncl.edu.tw/handle/87871812653292247936 How do customers respond differently to service failure caused by human and self-service technology? 顧客對自助與人工服務缺失反應差異之研究 Huang, Jou Yu 黃柔淯 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. Hsu, Pei Fang 許裴舫 2016 學位論文 ; thesis 49 en_US |
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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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author2 |
Hsu, Pei Fang |
author_facet |
Hsu, Pei Fang Huang, Jou Yu 黃柔淯 |
author |
Huang, Jou Yu 黃柔淯 |
spellingShingle |
Huang, Jou Yu 黃柔淯 How do customers respond differently to service failure caused by human and self-service technology? |
author_sort |
Huang, Jou Yu |
title |
How do customers respond differently to service failure caused by human and self-service technology? |
title_short |
How do customers respond differently to service failure caused by human and self-service technology? |
title_full |
How do customers respond differently to service failure caused by human and self-service technology? |
title_fullStr |
How do customers respond differently to service failure caused by human and self-service technology? |
title_full_unstemmed |
How do customers respond differently to service failure caused by human and self-service technology? |
title_sort |
how do customers respond differently to service failure caused by human and self-service technology? |
publishDate |
2016 |
url |
http://ndltd.ncl.edu.tw/handle/87871812653292247936 |
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