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題名：網路購物中服務補救、信任修復與顧客購後行為關係之研究
書刊名：行銷評論
作者：白凢芸
作者(外文)：Pai, Fan-yun
出版日期：2013
卷期：10:2
頁次：頁145-164
主題關鍵詞：知覺公平；服務補救；信任；口碑；再購意願；網路購物；Perceived justice；Service recovery；Trust；Word-of-mouth；Repurchasing intentions
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(1) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:0
  • 點閱點閱:27
隨著使用網路人口不斷增加，網路已成為現今銷售的重要「虛擬」通路，如何在競爭激烈的環境中與顧客維持長久的關係，成為網路經營者關切的課題。相較於實體店鋪，網路購物的不確定性高，服務失誤發生的機率高，當服務失誤發生時如何補救影響著消費者的口碑及再購意願等購後行為。本研究以網路購物為背景，探討知覺公平與服務補救後滿意度的交互作用對於顧客信任、口碑與再購意願的影響，並以顧客性別的差異度探討與補救後滿意度之間關聯性。本研究以實驗設計蒐集資料，並透過變異數分析及迴歸分析探討知覺公平、服務補救後滿意度、顧客信任、口碑、再購意願間之關係與性別扮演的干擾效果。研究結果發現知覺公平顯著影響補救後滿意度，且顧客性別具有干擾效果，而因補救後滿意度產生之信任亦會影響口碑傳播及再購意願。因此，服務提供者若能在服務失誤後提供適當補償，將有效提升服務補救滿意度、信任以及顧客的購後行為。
This study aims to investigate the effects of interaction between the perception of fairness and satisfaction after service recovery on customers' trust, word of mouth and repurchase intention in on-line shopping environment. Also, the study explores whether difference of customer gender is relevant to the satisfaction degree after recovery. The results show: the perception of fairness influences satisfaction after service recovery significantly, and customer gender with interference effect upon the perception of fairness and satisfaction after service recovery. Furthermore, the satisfaction after recovery will generate trust and will influence word of mouth and repurchase intention.
期刊論文
1.Sabharwal, Nidhi、Soch, Harmeen、Kaur, Harsandaldeep(2010)。Are We Satisfied with Incompetent Services? A scale development approach for service recovery。Journal of Services Research，10(1)，125-142。  new window
2.Hocutt, Mary Ann、Bowers, Michael R.、Todd Donavan, D.(2006)。The Art of Service Recovery: Fact or Fiction?。Journal of Services Marketing，20(3)，199-207。  new window
3.Weun, S.、Beatty, S. E.、Jones, M. A.(2004)。The impact of service failure severity on service recovery evaluations and post-recovery relationships。Journal of Service Marketing，18(2)，133-147。  new window
4.Poon, W. C.、Low, K. L. T.(2005)。Are Travellers Satisfied with Malaysian Hotels?。International Journal of Contemporary Hospitality Management，17(3)，217-227。  new window
5.Stafford, M. R.(1996)。Demographic Discriminators of Service Quality in Bank。Journal of Services Marketing，10(4)，6-22。  new window
6.Harris, K. E.、Grewal, D.、Mohr, L. A.、Bernhardt, K. L.(2006)。Consumer Responses to Recovery Strategies: The Moderating Role of Online versus Offline Environment。Journal of Business Research，59(4)，425-431。  new window
7.Smith, A. K.、Bolton, R. N.(1998)。An Experimental Investigation of Consumer Reactions Service Failure and Recovery Encounters-Paradox or Peril。Journal of Service Research，1(1)，65-81。  new window
8.Garrett, D. E.、Meyers, R. A.、West, L.(1997)。Sex differences and consumer complaints: do men and women communicate differently when they complain to customer service representatives。Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior，10，116-130。  new window
9.Carlo, G.、Raffaelli, M.、Laible, D. J.、Meyer, K. A.(1999)。Why are girls less physically aggressive than boys? Personality and parenting mediators of physical aggression。Sex Roles，40(9/10)，711-729。  new window
10.Wirtz, Jochen、Mattila, Anna S.(2004)。Consumer Responses to Compensation, Speed of Recovery and Apology after a Service Failure。International Journal of Service Industry Management，15(2)，150-166。  new window
11.Blodgett, J. G.、Hill, D. J.、Tax, S. S.(1997)。The Effect of Distributive, Procedural, and Interactional Justice in Post complaint Behavior。Journal of Retailing，73(2)，185-210。  new window
12.Westbrook, Robert A.(1987)。Product/consumption-based affective responses and post purchase processes。Journal of Marketing Research，24(8)，258-270。  new window
13.Tax, S. S.、Brown, W. B.、Chandrashekaran, M.(1999)。Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing。Journal of Marketing，62(4)，60-77。  new window
14.Ranaweera, C.、Prabhu, J.(2003)。On the relative importance of customer satisfaction and trust as determinants of customer relation and positive word of mouth。Journal of Targeting, Measurement and Analysis of Marketing，12(1)，82-90。  new window
15.Maxham, J. G.(2001)。Service Recovery's Influence on Consumer Satisfaction, Positive Word-of-Mouth and Purchase Intentions。Journal of Business Research，54(1)，11-24。  new window
16.Chiou, Jyh-Shen、Droge, Cornelia、Hanvanich, Sangphet(2002)。Does Customer Knowledge Affect How Loyalty is Formed?。Journal of Service Research，5(2)，113-124。  new window
17.McCollough, M. A.、Berry, L. L.、Yadav, M. S.(2000)。An empirical investigation of customer satisfaction after service failure and recovery。Journal of Service Research，3(2)，121-137。  new window
18.Goodwin, Cathy、Ross, Ivan(1992)。Consumer Responses to Service Failures: Influence of Procedural and Interactional Fairness Perceptions。Journal of Business Research，25(2)，149-163。  new window
19.Smith, A. K.、Bolton, R. N.、Wagner, J.(1999)。A model of customer satisfaction with service encounters involving failure and recover。Journal of Marketing Research，36(3)，356-372。  new window
20.Gronroos, C.(1988)。Service Quality: The Six Criteria of Good Perceived Service。Review of Business，9(3)，10-14。  new window
21.Bitner, Mary Jo、Booms, Bernard H.、Tetreault, Mary Stanfield(1990)。The Service Encounter: Diagnosing Favorable & Unfavorable Incidents。Journal of Marketing，54(1)，71-84。  new window
22.Maxham, J. G. Sr.、Netemeyer, R. G.(2002)。Modeling customer perceptions of complaint handling over time: the effects of perceived justice on satisfaction and intent。Journal of Retailing，78(4)，239-252。  new window
23.Garbarino, Ellen、Johnson, Mark S.(19990400)。The Different Roles of Satisfaction, Trust, and Commitment in Consumer Relationships。Journal of Marketing，63(2)，70-87。  new window
24.Konovsky, M. A.(2000)。Understanding procedural justice and its impact on business organizations。Journal of Management，26(3)，489-511。  new window
25.Keaveney, Susan M.(1995)。Customer Switching Behavior in Service Industries: An Exploratory Study。Journal of Marketing，59(2)，71-82。  new window
26.Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing，60(2)，31-46。  new window
27.Peltier, J. W.、Westfall, J. E.(2000)。Dissecting the HMO-benefits managers relationship: What to measure and why?。Marketing Health Services，20(2)，4-13。  new window
28.Mangold, W. G.、Miller, F.、Brockway, G. R.(1999)。Word-of-mouth communication in the service marketplace。Journal of Services Marketing，13(1)，73-89。  new window
29.Heskett, James L.、Sasser, W. Earl Jr.、Hart, Christopher W.(1990)。The Profitable Art of Service Recovery。Harvard business review，68(4)，148-156。  new window
30.McKnight, D. Harrison、Chervany, Norman L.(2001)。What Trust Means in E-Commerce Customer Relationships: An Interdisciplinary Conceptual Typology。International Journal of Electronic Commerce，6(2)，35-59。  new window
31.Schoorman, F. David、Mayer, Roger C.、Davis, James H.(2007)。An Integrative Model of Organizational Trust: Past, Present, and Future。Academy of Management Review，32(2)，344-354。  new window
研究報告
1.吳沛真(20000330)。2010年台灣寬頻網路使用調查報告。台北。  延伸查詢new window
2.楊晴惠(20071226)。2007年台灣網友行為與B2C消費發展趨勢。台北。  延伸查詢new window
圖書
1.Kurtz, D. L.、Clow, K. E.(1998)。Service marketing。John Wiley & Sons Inc.。  new window
2.Gay, L. R.(1992)。Education research: Competencies for analysis and application。New York：Macmillan Pulishing Company。  new window
3.Kotler, Philip(1996)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall, Inc.。  new window
4.Kotler, Philip、Keller, Kevin L.(2009)。Marketing Management。Pearson。  new window
 
 
 
 
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