知覺補救、顧客滿意度與再購意願之研究－以網購配送服務失誤為例

A Study of Perceived Recovery, Satisfaction and Repurchase Intention as Exemplified by Delivery Service Failure in Online Shopping

董信煌(Shing-H Doong) ； 辛憶如(Yi-Ru Hsin)

《行銷評論》 13卷2期 (2016/06) Pp. 129-159

摘要

隨著電子商務盛行，網購已成為消費者越來越重要的購物型態之一，在競爭激烈的網購商業模式下，當服務發生失誤時，網購業者如何採取適當的服務補救措施，以維持顧客的滿意度與再購意願，是網購業者應當重視的議題。配送服務是網購活動中最容易發生服務失誤的類別，本研究探討在網購配送服務失誤下，業者所採取的補救措施，透過期望不一致與知覺公平理論，對顧客滿意度及再購意願之影響。本研究採取虛擬情境實驗法之問卷設計，共八組補救措施組合含2 種不同水準的實質補償（有、無）、2 種不同水準的補救速度（快、慢）及2 種不同心理補償（有、無），以最常進行網購之上班族及學生族群為樣本收集資料，使用結構方程模式驗證研究模式。研究結果顯示，服務補救措施對顧客之補救期望不一致有顯著影響；給予顧客實質補償、立即性的回應、心理補償相較於未給予實質補償、無立即性的回應、無心理補償產生較高之正向期望不一致。服務補救措施對顧客之知覺公平具有顯著影響；有實質補償相較於無實質補償產生較高的分配公平；有即時性補救措施相較於無即時性補救措施產生較高的程序公平；有心理補償相較於無心理補償產生較高的互動公平。補救期望不一致對補救後滿意度有正向影響；知覺公平對補救後滿意度有正向影響；相對於知覺公平，補救期望不一致對補救後滿意度有較高的解釋力；知覺公平於補救期望不一致對補救後滿意度之影響有中介效果。再者，顧客之補救後滿意度對再購意願有正向影響。

關鍵字

網路購物 ； 服務補救 ； 期望不一致 ； 知覺公平 ； 配送服務

並列摘要

The burgeoning e-commerce has made online shopping a prevailing business model of retailing. In today's highly competitive e-tailing market, how to take appropriate recovery steps after service failure to retain customers is an important issue for e-tailors. Delivery services cause the most service failures in online shopping. Based on expectation disconfirmation and perceived justice theories, this study investigates how recovery attributes may affect customer satisfaction and repurchase intention under the scenario of online shopping delivery failure. Virtual scenario experiments were used to collect empirical data. In total, eight scenarios were designed with 2 kinds of recovery compensation (yes/no), 2 kinds of response speed (fast/slow) and 2 kinds of recovery apology (yes/no). Convenience sampling method was used to sample respondents from frequent online shoppers - office workers and students, and structural equation modeling was used to validate the research model. Results show that different recovery attributes have different effects on customers' expectation disconfirmation and perceived justice. Service recoveries with compensation, fast response and apology result in higher expectation disconfirmation than those with no compensation, slow response and no apology respectively. Service recoveries with compensation, fast response and apology result in a higher level of distributive justice, procedural justice and interactional justice respectively. Both expectation disconfirmation and perceived justice have a significant impact on customer satisfaction, and the former has a higher explanatory power. In addition, perceived justice mediates the effect of expectation disconfirmation on customer satisfaction. Finally, customer satisfaction after recovery has a positive and significant influence on repurchase intention.

並列關鍵字

online shopping ； service recovery ； expectation disconfirmation ； perceived justice ； delivery service

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