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研究生:鄭錚錚
研究生(外文):Cheng-Cheng Cheng
論文名稱:網路購物服務失誤與服務補救:自覺控制感取向之研究
論文名稱(外文):Service failure and service recovery in On-Line retailing:A study of the perceive control approach
指導教授:張景旭張景旭引用關係
指導教授(外文):Chin-Hsu Chang
學位類別:碩士
校院名稱:大葉大學
系所名稱:人力資源暨公共關係學系碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
中文關鍵詞:主觀順序事件技術主觀服務遞送藍圖網路購物服務失誤自覺控制感服務補救
外文關鍵詞:subjective sequential incidents techniquesubjective service delivery blue-printon-line shoppingservice failureperceived control theoryservice recovery
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本研究以網路購物消費者生氣的故事為研究資料,從消費者親身的網路購物認知經驗中,探討服務端的服務失誤及其失誤的分類方式,與相關的服務失誤補救措施,進而了解消費者於網路購物過程中,消費者經驗與自覺控制感之相關性。
本研究以主觀順序事件技術(Subjective Sequential Incidents Technique, SSIT)分析方法來探討服務失誤。而研究對象以具有網路購物相關經驗者為主,研究資料以當事人自述性的故事文本為主,訪談對象為彰化地區大專與技職院校(含研究所)學生,從故事敘述資料中,抽取出消費者自身經歷的經驗(負面經驗)。
以SSIT 建構出「網路購物產業主觀服務遞送藍圖」,並與以傳統CIT 方法研究出之相關服務失誤進行比較;SSIT 方法明顯呈現出以顧客主觀經驗之服務失誤認知,並能具體表現出歷程補救之效益。而透過「網路購物產業主觀服務遞送藍圖」與「自覺控制理論」構面相對照,提供網路購物業者經營管理建議。
The research data of this study is based on the angery story of customer in On-line retailing. From the On-line shopping cognitive experience of customers themselves, to explore the service failure and the failure sorting pattern, and the relative service recovery.
Moreover, to understand the relationship between the customer's xperience and the perceive control in On-line shopping.
This research depends on the Subjective Sequential Incidents technique(SSIT) analysis method to explore the service failure. Those who have the On-line shopping experience are the main rsearch object. The interviewers are the junior college students and the professional college students (concluded graduate school students) in
Chang-Hua, abstracted the customer's shopping process experience.
The On-line retailing subjective service delivery blue-print is onstructed with the Subjective Sequential Incidents Technique, SSIT. The service failure by SSIT compares wih the service failure by the traditional CIT research.The SSIT method obviously presents the service failure cogition based on customer subjective experience, and concretely shows the effect of service process recovery. By the On-line retailing subjective service delivery blue-print contrasted with the dimenion of perceived control theory, it can to provide the management suggestion for the On-line retailer.
內容目錄
中文摘要 ..................iii
英文摘要 .................. iv
誌謝辭 ....................v
內容目錄 .................. vi
表目錄 ................... viii
第一章 緒論................. 1
第一節 研究背景與動機............ 1
第二節 研究問題與目的............ 2
第二章 文獻探討............... 6
第一節 網路購物之定義與服務接觸....... 6
第二節 自覺控制感之取向........... 7
第三節 服務失誤之相關構面.......... 12
第四節 顧客經驗管理............. 18
第五節 服務遞送藍圖............. 20
第六節 劇場理論............... 22
第七節 服務補救............... 24
第八節 小結................. 25
第三章 研究方法............... 26
第一節 研究對象............... 26
第二節 「主觀序列事件技術」分析法之說明... 27
第三節 「主觀序列事件技術」分析法操作步驟及原則說明................ 29
第四章 資料分析............... 33
第一節 網路購物產業案例之負面情緒氣點.... 33
第二節 網路購物產業案例之階段........ 36
第三節 網路購物產業案例之「氣點家族」及「主情節」................. 41
第四節 網路購物業主觀服務遞送藍圖...... 44
第五章 結論................. 65
第一節 網路購物業服務遞送藍圖與服務失誤... 65
第二節 網路購物業服務遞送藍圖與自覺控制理論. 78
第三節 管理意涵............... 82
第四節 研究限制及建議............ 84
參考文獻 .................. 86
附錄A 研究案例...............100
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