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研究生:程芊茵
研究生(外文):CHENG, CHIEH-YIN
論文名稱:提昇顧客滿意度研究:3C產品的網路服務失誤補救
論文名稱(外文):A Research on Raising Customer Satisfaction : Remedy for Errors in Online Service of 3C Products
指導教授:鍾從定鍾從定引用關係
指導教授(外文):CHUNG, TSUNG-TING
口試委員:陳沁怡羅芳怡鍾從定
口試委員(外文):CHEN, CHIN-YILO, FANG-YICHUNG, TSUNG-TING
口試日期:2017/6/14
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:73
中文關鍵詞:服務失誤補救策略認知公平網路購物涉入程度
外文關鍵詞:service failuresremedial strategiesaware fairnessonline shoppinginvolvement
相關次數:
  • 被引用被引用:1
  • 點閱點閱:199
  • 評分評分:
  • 下載下載:73
  • 收藏至我的研究室書目清單書目收藏:1
由於網路的普及化及生活型態改變,使得網路購物嚴然成為現今重要的消費通路。然而在資訊不對稱的狀態下,容易發生服務失誤,所以如何利用有效的服務補救策略來進行失誤更正,成為線上經營者非常重要的議題。有鑒於此,本研究以3C產品_智慧型手機探討購物網站當發生網路服務失誤時,實施服務補救策略後,認知公平,對顧客滿意度的影響,而補救策略與認知公平在不同服務失誤類型下之關係,及最後探討高線上購物涉入程度對於服務補救與認知公平之間關係。
  本研究採取情境設計的實驗法,操弄變數有服務失誤類型與服務補救策略類型,及線上購物涉入程度,所以共組合為六個組別問卷。由於探討網路購物失誤,故設計電子問卷並在網路發放,比較容易接觸到上網購物之消費者。問卷總計共收回377份,扣除無效問卷33份。另外,因本研究主要探討3C網購失誤,商家提供補救策略對顧客滿意度影響,扣除無3C產品網路購物經驗者問卷17份,以確保受測者可以充分進入模擬情境回答問題,總共最終分析樣本數為327份。
  實務意涵:1. 建議網站營者應針對不同的服務失誤類型,應採取不同的服務補救策略,才能滿足顧客認知公平而達到補救後滿意度。2. 顧客認知公平會正向影響補救後滿意度,而其中以互動公平對於3C產品顧客影響較大,所以網站業者在發展補救策略時,應可加強發展會影響互動公平之因素,將能使得顧客表現更佳的滿意度。3. 顧客認知公平亦會受其涉入程度的調節,進而影響補救後滿意度,故應多留心高涉入線上購物者,可維護網站正面評價。
  As the network becomes more popular and lifestyle of people keeps on changing, it is what makes online shopping a main consumer channel nowadays. However when information are not symmetric, service error often occur. Therefore how to effectively use service remediation strategy to correct error is an important lesson for operators. Because of this purpose, this study applies 3C products _ smart phone to discuss how to solve network service errors occuring at shopping site, after implementation of service remediation strategy, cognitive fair, the impact to customer satisfaction. And the relationship of remediation strategy and cognitive fair at different service failure mode. Last but not least, discuss how high online shopping inpact remediation strategy and cognitive fair.
  In this study, we used the experimental method of situation. Variables include types of service failures, service remediation strategies, and the degree of online shopping involvement, so we have a total of six questionnaire groups. Due to online shopping errors, we designed an electronic questionnaire and placed it on the Internet for easier access to the Internet shopping consumers. A total of 377 questionnaires were collected and 33 invalid cases were withdrawn. In addition, this study is mainly about exploring 3C online shopping errors, how business provided remedial strategies inpact on customer satisfaction, excluding 3C product online shopping experience questionnaire 17 copies, to ensure that the subjects can fully enter the simulation situation to answer questions, a total final analysis samples was 327 copies.
  Practical meaning: 1. Suggest that network operators should be based on different types of service failures, we should take a different service remediation strategy in order to meet the customer awareness of fairness of achieving satisfaction after remediation. 2. Customer aware fairness will positively affect the satisfaction of remediation, and the impact of mutual fairness on the 3C product customers will be greater, so when the site developer is developing remedial strategies, the factors that will make Customer satisfaction performance better should be the interactive fairness. 3. Customer awareness fairness will also be affected by the amont of involvement, thus affect the satisfaction of the remedy. Therfore we should be more concerned about the high involved online shoppers, they can maintain a positive site evaluation.
摘要…………………………………….………………………....…… i
Abstract..………………………………………………....… ii
誌謝……………………………………………………………..……... iv
目錄………………………………………………………………....…… v
表目錄 …………………………………………………….…..…. vii
圖目錄 ……………………………………………........... ix
第一章 緒論 ………………………………………...…...… 1
 第一節 研究背景與動機……………….…….…... 2
 第二節 研究目的……………………….…………..….. 5
第二章 文獻探討…………………………….…………….... 8
 第一節 網路購物服務失誤……………..…….…. 8
第二節 服務補救策略….……………..……….…… 9
第三節 補救後顧客滿意度…………….…….…… 10
 第四節 認知公平………………………...…….….. 12
 第五節 涉入程度……………………….……….…….…… 13
 第六節 研究假說…………………………….…….…... 14
第三章 研究方法………………………………………….….…… 19
 第一節 研究架構………………………………….……….… 19
 第二節 研究設計…………………………………..….…. 19
 第三節 問卷設計與前測執行………….…....… 24
 第四節 研究對象與問卷發放…….….……….…. 27
 第五節 資料分析方法………………………….…….……. 29
第四章 資料分析…………………………………….……….……. 31
 第一節 描述性統計…………………….…………………... 31
 第二節 信度分析………………………………..….….…. 34
 第三節 假設檢定……………………………….………….……. 35
 第四節 研究結果彙整………………………..………………. 41
第五章 結論與建議………………….…….……….……………. 42
 第一節 研究結論………………….….……....…………. 42
 第二節 實務意涵………………….….……....…………. 45
 第三節 研究限制與未來研究方向..…………... 47
參考文獻.…………………………….……....….……….…….. 49
附錄一 實驗設計問卷…………………….………………….…. 55
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英文
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網路資料
1.資策會FIND網站http://www.find.org.tw/index.aspx/,2013年我國家庭寛頻現況與需求調查-個人篇。
2.Statista網站http://www.statista.com/,全球零售業電子商務2014至2019年預測統計。
3.Ezprice公關室網站https://news.ezprice.com.tw/?s=3C/,另類商機 網購平台福利品最新市況調查。
4.Ezprice公關室網站https://news.ezprice.com.tw/7979/,台灣前十大購物平台商品數排行榜-2015年7月。
5.Ezprice公關室網站https://news.ezprice.com.tw/8424/,2015台灣前二十大B2C網購平台服務力排名-到貨速度與客服篇-2015年11月。
6.蘋果即時網站http://www.appledaily.com.tw/realtimenews/article/new/20160315/816507/,台灣人愛網購 消費額年增14%,2016年3月15日。
7.科技產業資訊室網站http://iknow.stpi.narl.org.tw/Post/Read.aspx?PostID=12227,市場報導:2016年智慧型手機出貨量成長率只有5.7%。
8.中時電子報 http://www.chinatimes.com/realtimenews/20160315003511-260409,陸網購亂象 退貨給負評竟收到冥紙。
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