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研究生:張閔棟
研究生(外文):Min-Tung Chang
論文名稱:以電子郵件探討顧客抱怨回應對知覺重視與顧客滿意之影響
指導教授:李小梅李小梅引用關係
學位類別:碩士
校院名稱:國立中央大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2005
畢業學年度:90
語文別:中文
論文頁數:89
中文關鍵詞:電子郵件顧客抱怨回應回應時間長短回應內容特性知覺重視顧客滿意
外文關鍵詞:response characterresponse timeE-mailconsumer complaint responsecustomer satisfactionperception of company concern
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論文提要
面對網際網路的風潮越來越盛行,上網收發電子郵件是網路族最常做的動作。而且根據美國AmericanGreetings.com(2000)調查報告指出,電子郵件已成為一種人際溝通的方式。電子郵件不僅具有跨越地理限制、快速、便利等優於傳統郵件的特性,更結合影像、聲音、文字等效果,已逐漸取代傳統郵件在溝通及傳遞訊息等弁鄋漲a位。成為企業對個人,或是個人對個人間一種很平常的溝通方式。目前釵h的企業都設置了企業網站以提供電子商務的線上交易、資訊分享、訊息公佈,並提供電子郵件系統,提供顧客和員工與公司溝通的管道。
當顧客對於公司的產品或服務產生不滿的情況下,過去採用傳統郵件抱怨的顧客,未來很可能改採用電子郵件的方式向公司提出抱怨,而公司是否回應顧客、回應時間的長短,以及在回應顧客的電子郵件當中應該包含怎樣的特性才能讓顧客感覺到受重視的感覺,並提升顧客的滿意度。以往在傳統郵件抱怨回應中對於顧客知覺重視與顧客滿意有顯著影響的因子,對網路環境的電子郵件而言是否也有相同的效果,對公司而言是值得探討的議題。
本研究採用實驗設計的方式進行,藉由虛擬故事法設計不同情境從中操弄各變數,對以上問題加以分析,希冀能對網路顧客關係管理有所貢獻,研究結果發現:
一、公司對於顧客電子郵件抱怨回應的有無對顧客滿意有顯著的影響。
二、回應時間的長短對於顧客知覺重視與顧客滿意有顯著的影響,當回應時間越短,顧客知覺重視與顧客滿意程度越高。
三、回應內容特性對知覺重視與顧客滿意的影響與傳統郵件研究部分相同,個人化對於知覺重視與顧客滿意有顯著影響。關係建立對知覺重視有顯著影響,對顧客滿意影響則不顯著。有價附件對於知覺重視與顧客滿意沒有顯著影響。
四、回應時間長短與回應內容特性對於知覺重視與顧客滿意有顯著的交互作用。
五、回應中同時包含多種回應內容特性對於知覺重視與顧客滿意並沒有正面的加乘效果。
本研究結合了資訊管理與行銷管理的領域,將傳統郵件顧客抱怨回應的特性擴展到電子郵件上的應用。並對公司顧客關係管理有所貢獻,同時也提供未來後續的研究方向。
目錄
第一章緒論 1
第一節研究背景與動機1
一、電子郵件的成長與發展1
二、企業網站的建置 2
三、電子郵件抱怨漸成主流2
第二節研究目的 4
第三節研究程序 5
第二章 文獻探討 7
第一節顧客抱怨 7
一、顧客抱怨的定義與起因7
二、顧客抱怨行為 8
三、顧客抱怨處理 10
四、抱怨處理後顧客反應11
第二節抱怨回應 13
第三節回應時間 16
第四節回應內容特性20
一、無價值回應內容特性20
二、有價值回應內容特性23
第五節抱怨處理後顧客滿意與知覺重視26
一、顧客滿意之定義 26
二、顧客滿意理論 27
三、顧客滿意的決定因素28
四、顧客第二次滿意:30
五、顧客抱怨處理與顧客整體滿意評價模式30
六、知覺重視31
第三章 研究方法33
第一節研究架構33
第二節研究方法的選擇34
第三節變數的定義與操作化35
一、自變數35
二、干擾變數35
三、應變數37
四、變項操作化定義及相關研究彙整40
第四節研究假說 41
一、公司電子郵件回應有無對顧客滿意與知覺重視之影響41
二、公司電子郵件回應時間長短對顧客滿意與知覺重視之影響41
三、公司電子郵件回應內容特性對顧客滿意與知覺重視之影響42
第五節實驗設計45
【研究一】45
【研究二】46
第六節實驗產品選擇與前測問卷48
一、實驗產品選擇48
二、前測問卷48
三、前測問卷結果49
第七節問卷設計與抽樣程序 51
一、問卷設計51
二、抽樣程序51
第四章資料分析與結果52
第一節資料分析方法52
第二節問卷量表之信度檢定53
第三節統計假說54
第四節研究一55
第五節研究二58
一、回應時間長短對顧客滿意與知覺重視的影響58
二、個人化對顧客滿意與知覺重視的影響 60
三、關係建立對顧客滿意與知覺重視的影響63
四、有價附件對顧客滿意與知覺重視的影響65
五、回應時間長短與回應內容特性對顧客滿意與知覺重視之影響68
第五章結論與建議75
第一節研究結論 75
一、公司回應有無對知覺重視與顧客滿意的影響76
二、回應時間長短對知覺重視與顧客滿意的影響77
三、回應內容特性對知覺重視與顧客滿意的影響77
四、回應時間長短與回應內容特性對知覺重視與顧客滿意的影響78
五、傳統郵件與電子郵件顧客抱怨回應之比較79
第二節對實務的建議82
一、快速回應顧客抱怨82
二、公司應盡量縮短回應時間82
三、善用回應內容特性,並結合回應時間長短的不同,以提升顧客對公司的評價83
第三節研究貢獻85
一、結合行銷管理與資訊管理跨領域整合性的研究85
二、顧客抱怨回應在網際網路的擴展應用 85
三、對企業網路客戶服務實務上有所貢獻 85
四、提供後續研究方向86
第四節研究限制 87
一、抽樣樣本 87
二、產品選擇限制 87
三、選定之研究實證方法可再加強87
第五節未來研究方向與建議 89
一、跨產品之相關研究 89
二、其他回應內容特性因子的探究89
參考文獻 90
一、英文部份90
二、中文部份97
三、網頁部份98
附錄一、前測問卷99
附錄二、正式問卷103
附錄三、虛擬故事設計109
表目錄
表2- 1各ISP服務所需時間統計表18
表2- 2 手機販售網站回覆速度調查表18
表3- 1顧客滿意衡量問項 38
表3- 2 知覺重視衡量問項 39
表3- 3 變數操作化總整理 40
表3- 4 實驗設計彙總表 45
表3- 5 本研究之實驗組別一覽表47
表3-6 個人化因子衡量問項 48
表3- 7關係建立因子衡量問項 49
表4- 1 正式問卷的信度結果 53
表4- 2 究究假說與對應之虛無假說54
表4- 3 公司回應有無對知覺重視影響之單因子變異數檢定55
表4- 4公司回應有無對知覺重視之獨立樣本T檢定 55
表4- 5公司回應有無對顧客滿意影響之單因子變異數檢定56
表4- 6公司回應有無對顧客滿意之獨立樣本T檢定 56
表4- 7 回應時間長短對知覺重視影響之單因子變異數檢定58
表4- 8回應時間長短對知覺重視之獨立樣本T檢定 59
表4- 9回應時間長短對顧客滿意影響之單因子變異數檢定59
表4- 10 回應時間長短對顧客滿意之獨立樣本T檢定 60
表4- 11 個人化對知覺重視影響之單因子變異數檢定61
表4- 12 個人化對知覺重視之獨立樣本T檢定 61
表4- 13 個人化對顧客滿意影響之單因子變異數檢定62
表4- 14個人化對顧客滿意之獨立樣本T檢定 62
表4- 15關係建立對知覺重視影響之單因子變異數檢定63
表4- 16關係建立對知覺重視之獨立樣本T檢定 63
表4- 17關係建立對顧客滿意影響之單因子變異數檢定64
表4- 18 關係建立對顧客滿意之獨立樣本T檢定 64
表4- 19有價附件對知覺重視影響之單因子變異數檢定66
表4- 20有價附件對知覺重視之獨立樣本T檢定 66
表4- 21有價附件對顧客滿意影響之單因子變異數檢定67
表4- 22有價附件對顧客滿意之獨立樣本T檢定 67
表4- 23回應時間長短與個人化、關係建立、有價附件對顧客滿意與知覺重視之影響之四因子變異數分析68
表4- 24不同長短的回應時間之於個人化、關係建立、有價附件對知覺重視與顧客滿意之獨立樣本T檢定69
表4- 25回應時間長的情況下,有價值回應與無價值回應對知覺重視、顧客滿意影響之獨立樣本T檢定 72
表4- 26回應時間短的情況下,有價值回應與無價值回應對知覺重視、顧客滿意影響之獨立樣本T檢定 73
表5- 1研究假說與研究結果 76
圖目錄
圖1-1 本研究之研究程序 13
圖2-1 Day and Landon顧客抱怨行為分類 16
圖2-2 Singh顧客抱怨分類 17
圖2-3 期望失驗理論示意圖 34
圖2-4 Spreng & Harrel 服務恢復模式 38
圖3-1 本研究架構 40
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