The Influence of Complaints Handling on Online Operation – In terms of Service Recovery Performance and Attribution Theory
| Autor: | Ko,tien-yuan, 柯添元 |
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| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 B2C online auction market in Taiwan has become one of the important shopping channels for consumers. We can easily understand why a lot of adventurers continuously show up because of the low cost to the business. However, the way to deal with the act of problem requires our attentions on how to make the new and ex customers to buy without being influenced by the historical negative evaluation since different method of handling may directly have effect on the operation of the web. Therefore, from various services recovery performance to get customers’ confidence is being a big issue. Based on attribution theory, this research is to explore the negative assessment events attributed to in which the seller handling during selling by the analysis of service recovery performance and the point of attribution. It randomly selects the 100 actual female clothing sellers in Yahoo auctions to analyze sellers and their dealing data by content analysis in the two time intervals, before and after three months; meanwhile, to prove the cause and effect relationship, how online sellers handle customers’ complaints are also explored. Results of this study found the object complaints to and the question with doubt has no negative effect on sellers’ business. Moreover, it has positive impact on the sellers no matter the mistakes comes from which object and even the buyers don’t mind. And obviously the shorter to response to complaint, the better selling growth and the number of customers is expected. Besides, it is not able to have influence on the business if the buyers do not know the real reason of the complaints. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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