影響服務復原後顧客滿意度之因素探討

近年來，由於電子商務的蓬勃發展，許多商店紛紛往網際網路拓展市場，使得網路交易快速的興貣，許多商家甚至不需要實體的店面，也可以藉由網際網路開貣虛擬的線上商店。因為網路購物有著能讓消費者不必出門，只需要在家動動手指，便可以輕鬆購物的便利性，這使得消費者在網路上購物的比例逐年的上升。然而，在服務傳遞的過程中，誰都不能確保不會發生問題，在這個服務經濟時代的時代裡，如何確保服務品質、提升顧客滿意度並留住顧客等，在這廣大市場競爭下，是企業必頇要認真面對與思考的。但在過去服務失誤的研究中，探討線上商店的文獻幾近寥寥可數，有鑑於此，本研究詴圖採用情境分析法探討在不同服務失誤下，採取不同服務復原方式後，是否對顧客滿意度有影響。本研究採用情境分析後的結果，發現在本研究探討的服務復原方式中，更正錯誤是最重要的，心理補償與實質補償對顧客而言反而是次要，在服務失誤發生後，若要挽回失去的顧客滿意度，及時更正錯誤便能扭轉顧客的不滿意程度，如果企業能再提供實質性補償，將有助於提升顧客滿意度。

關鍵字

服務失誤；服務復原後顧客滿意度；服務補償

並列摘要

Because of the E-commerce is rising and flourishing a few years ago, a lot of online shops have expanded into the Internet marketing. So it makes that the online trading arise rapid. Online shop don’t even need brick-and-mortar shop, but through the Internet to open a virtual shop. The advantage of online shopping is that consumers do not go to physical store and can purchase goods through Internet conveniently. The percentages of online shopping arise year by year. However, no one can ensure that problems do not occur in the service delivery process. In the service economy era, how to ensure service quality, enhance customer satisfaction and retain customer is very important. In the past research of service failures, the literatures of online shop only a few. Consequently, this study attempts to explore the customer satisfaction that use scenario analysis under different service failure types and adopt different service recovery approach. This study found that the most important is failure correction. The next are psychology compensation and physical compensation. When service failures occur, rectify failures in time will decrease customer dissatisfaction level. So if enterprise provides additional physical compensation, the customer satisfaction will be increased.