消費延遲在網路購物來說是一個很難避免的事件,Keaveney(1995)指出造成顧客不願再光顧的原因主要是服務失敗所導致。這時服務補救策略就很重要。本研究分兩階段進行,欲探討不同的服務補救策略的效果,在第一階段中搭配不同的服務補救方式。由道歉、口碑展示的有無、補救內容的種類構成八種服務補救策略,探討顧客的滿意度與再購意願,選出滿意度與再購意願均佳的策略進入第二階段,分別是《道歉+優惠券+展示口碑》與《道歉+高相關物品+展示口碑》,並在第二階段中加入延遲頻率與內外控人格特質,作為干擾變數。 研究結果發現:(a)搭配口碑與實質補償的策略對滿意度與再購意願有較佳的影響;(b)在延遲頻率高的情況下,口碑展示並給予實質補償的策略,能增加消費者的滿意度與再購意願;(c)在人格特質的部分,研究發現人格特質對於《道歉+優惠券+展示口碑》的策略並無干擾效果,而對於《道歉+高相關物品+展示口碑》的策略,外控人格特質的顧客在延遲的情況下,給予口碑與實質補償的策略可增加顧客的滿意度與再購意願。
Consumption delay is hard to avoid on Internet shopping. Keaveney(1995)pointed out that the main reason to force consumers don’t purchase anymore is service failure. And service recovery strategy at this time. There are two phases in the study. The main study discussed different service recovery strategies effect. The first stage discussed how different service recovery strategies including aplolgize, eWOM display, and recovery contents influence consumers’ satisfaction and repurchase intention. In the second stage, add delay frequency and locus of control as moderated variable. Results reveal that (a) service recovery strategies with eWOM and substance have better influence on satisfaction and repurchase intension; (b) under high delay frequency condition, recovery strategies with WOM and substance enhance subjects’ satisfaction and repurchase intention; (c) when consumers with External locus of control, recovery strategies with WOM and high-related substance enhance subjects’ satisfaction and repurchase intention.