The customer relationship strategy of online retailing service failure and service recovery - based on justice theory
| Autor: | Chang-Li Kuan, 張立寬 |
|---|---|
| Rok vydání: | 2008 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 96 In today's trend of service-oriented and consumer awareness increase, enterprise how to maintain the good customer relationship is an important problem. Most enterprises lost customers due to service failure. Usually, customers would hope to receive compensation when the happening of service failure. The good service recovery can turn dissatisfied customers into loyal customers, and maintain the good relationship between enterprise and customer. The study is based on justice theory to investigate the customer perceived justice for enterprise service recovery, the effects of consumer satisfaction, negative WOM and repatronage intention. The study also investigates the phenomenon of service recovery paradox, and the customer relationship difference between service recovery and no service recovery. The study used the form of scenario method, the experiments is designed by researcher, the experiment product contains entity and virtual, and the types of service failure divided into delivery problem and web site design problem. The study is divided into two parts: “Study one” use the distributive justice, procedural justice and interactional justice of the justice theory as independent variables to investigate the effects of consumer satisfaction, negative WOM and repatronage intention. “Study two” investigates the consumer satisfaction, negative WOM and repatronage intention difference between there is service failure but has service recovery and no service failure (that is service recovery paradox). And the difference between there is service failure but has service recovery and no service recovery. Analysis method includes Chi-square test, T-test and 3-way MANOVA. The analysis results in “study one” found that interactive effects of “distributive justice”, “procedural justice” and “interactional justice” in delivery problem have significant impact on consumer satisfaction, negative WOM and repatronage intention. The interactive effects of “distributive justice and procedural justice” and “distributive justice and interactional justice” have significant impact on consumer satisfaction, negative WOM and repatronage intention, and the main effects of three perceived justices only have significant impact on consumer satisfaction. The interactive effect of “distributive justice and procedural justice” in web site design problem have significant impact on consumer satisfaction and negative WOM. The main effects of three perceived justices except that “distributive justice” doesn’t have significant impact on negative WOM, all the main effects of three perceived justices have significant impact on consumer satisfaction, negative WOM and repatronage intention. The analysis results in “study two” found that in different types of service failure of delivery problem and web site design problem, customers that in service failure and have service recovery are better than no service failure on consumer satisfaction, negative WOM and repatronage intention, it means the phenomenon of service recovery paradox doesn’t exist. In addition, customers that in service failure and have service recovery are better than no service recovery on consumer satisfaction, negative WOM and repatronage intention. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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