自1990年代以來,由於全球電子商務的蓬勃發展,網路購物日漸成為消費者普遍的購物型態,而台灣亦然。在台灣的電子商務營收快速成長之際,企業所發生對於消費者的服務失效案件數也相繼提高,尤其是商品配送延遲這樣子常見的服務失效。針對商品配送延遲,若企業採取妥善適切的服務補救便可有效維持企業形象、降低消費者的不滿意度,且進而提升企業整體的服務品質。 本研究針對台灣B2C電子商務龍頭M公司,其在商品配送延遲後對消費者所採取的各項服務補救品質進行消費者偏好分析。本研究利用PZB三位學者提出的SERVQUAL量表五大構面為基礎,設計出具備M公司服務補救特性的問卷,並且利用Kano二維品質模型分析各項服務補救品質的屬性歸類。此外,根據各項服務補救品質的增加滿意程度以及降低不滿意程度來提出服務補救的改善參考。 研究結果發現,M公司的各項服務補救品質在Kano二維品質模型分析下有不同的屬性歸類,並且不同的人口統計變項對於服務補救品質的歸類會有所差異。本研究將根據研究結果,提出各項建議。
Since global e-commerce flourished from the 1990s, online shopping has become a normal shopping behavior. As e-commerce revenues increase in Taiwan, service failure cases have also increased, especially delivery delay cases. If e-retailers take proper recovery measures after a delivery delay, it could effectively maintain enterprise image, reduce customer’s dissatisfaction, and also improve service quality. This study is aimed to analyze consumer preferences of service recovery measures, which took for delivery delay cases by M company, a leading B2C e-commerce enterprise in Taiwan. This study adopted five dimensions based on the PZB service quality model to design a questionnaire with service recovery characteristics and analyzed attributes of service recovery measures by Kano’s model. In addition, this study proposed improvement based on customers’ satisfaction coefficients to service recovery measures. The results indicate that M company’s service recovery measures have different attributes in Kano’s model, and have different classifications in different demographic variables. This study will make various suggestions based on the results.