| Summary: | 碩士 === 國立交通大學 === 管理學院運輸物流學程 === 107 === Since global e-commerce flourished from the 1990s, online shopping has become a normal shopping behavior. As e-commerce revenues increase in Taiwan, service failure cases have also increased, especially delivery delay cases. If e-retailers take proper recovery measures after a delivery delay, it could effectively maintain enterprise image, reduce customer’s dissatisfaction, and also improve service quality.
This study is aimed to analyze consumer preferences of service recovery measures, which took for delivery delay cases by M company, a leading B2C e-commerce enterprise in Taiwan. This study adopted five dimensions based on the PZB service quality model to design a questionnaire with service recovery characteristics and analyzed attributes of service recovery measures by Kano’s model. In addition, this study proposed improvement based on customers’ satisfaction coefficients to service recovery measures.
The results indicate that M company’s service recovery measures have different attributes in Kano’s model, and have different classifications in different demographic variables. This study will make various suggestions based on the results.
|
|---|
