線上服務復原品質之業者檢核量表建置與改善策略

A Firm Level Check List and Improved Strategy for Online SRQ

戴志穎(Chih-Ying Tai)

指導教授 ： 廖世義

國立屏東科技大學/管理學院/企業管理系所/碩士(2009年)

https://doi.org/10.6346/NPUST.2009.00110

摘要

本研究從業者角度出發，由文獻探討進行缺口模式之建構，以敘述性統計分析各缺口重要性，六個缺口構面排序為:心理實質、內部協調、競爭資源、復原承諾、組織能力、復原滿意度，代表業者較為重視企業復原認知及補償誠意；接著探討公司規模不同對於各缺口重視度有否差異，以變異數分析檢定公司規模不同對缺口重視度的影響，結果顯示公司規模越小越重視服務復原，實務上的建議為越小的公司應注重復原實務上的操作及復原能力的培養，規模越大的公司應留意復原認知及承諾；然後分析實質復原與心理復原在虛擬環境的差異，由t檢定探討業者心理補償與實質補償的重視度，結果心理補償與實質補償相同，提醒業者應同時留意兩個層面的復原，建議可將兩種復原方式結合；最後以線上服務復原品質關鍵性因素為基礎，用結構方程模式發展出線上業者自我評量量表，並藉此建構了網路服務復原品質改善策略模型，提出四項策略: 1.資源協調策略，2.實虛提升策略，3.補償平衡策略4.追蹤回饋策略，期望能經由此量表檢核及改善策略之建議，降低業者服務復原品質缺口之落差。
關鍵字：網路零售業、網路服務復原、顧客復原滿意度、缺口模式

關鍵字

網路零售業 ； 網路服務復原 ； 顧客復原滿意度 ； 缺口模式

並列摘要

This research is to construct a gap model based on the perspective of employees. Through descriptive statistics analysis, the results shows the significance of six gaps, including essential mentality, internal coordination, competition of resources, commitment restored, organizational capability, and degree of satisfaction restored. It means that employees pay much more attention to industry restored and sincere compensation. After that, this research explore whether the different sizes of the companies pay different attention to each gap or not. Through ANOVA analysis, the results show that small companies pay much more attention to service restored. This research suggests that small companies should take account of operation and capability of recovery, and big companies should consider cognition and commitment of recovery. Then this research analyzed the difference between essential recovery and mental recovery in virtual environment. Using T test to explore the degree of significance of mental compensation and essential compensation of employees. Thus, the result shows that mental compensation and essential compensation each has the same effect. This research reminds that employees should pay attention to and combine the recovery of two levels. At last, according to key factors of quality of online service restored, using SEM to develop self evaluation scale for online server and constructing improvement strategy model of internet service quality restored. Thus, this research suggests four strategic policies, including resources coordination strategy, essential promoting strategy, balanced compensation strategy, and tracking feedback strategy. This research wishes to reduce the errors of gap quality of service restored by scale assessing and improvement strategy.
Keywords: Online Retailing, Online Service Recovery, Recovery Satisfaction, Gap Model

參考文獻

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