Investigating the Effects of Online Service Failure on Repurchase Intention from Service Recovery Perspective
| Autor: | lucy yang, 楊苙君 |
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| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 In recent years, online shopping has become a major channel of consumption for the general public, hence a vast number of businessmen get into the online shopping market and results in keen competition. Anyway, what consumers really care for and pay attention to include not only product itself and price but also service quality of online shopping. It is difficult to maintain the service quality completely every time when the number of service is increasing continually. Lower service quality or so-called service failure may stimulate the consumers to transmission their bad experiences in those online shopping stores to others. This would probably result in the sales decline of those sellers. In order to avoid this situation, online sellers should have a few suitable strategies to execute. In addition, they could have some procedures to follow and recover the service failure which happened. In different situations of service failure, different recovery strategies would probably result in different consequences. Based on justice theory, we attempted to investigate how sellers’ service failures and corresponding recovery, influence consumers’ fairness perception. In addition, we discussed the relationship between different kinds of service failure and recovery strategies and the influence of consumers’ justice perception in the online shopping environment. Finally, we discussed the consumers’ intention to repurchase products with the prior experience of service failure. This study used the scenario approach. 20 sets of designed scenario were delivered via online survey questionnaires by simple random assignment, and ended up with 360 valid replies. The data were analyzed by ANOVA, MANOVA, t-test and regression analysis. The experimental result shows that different failure types cause customers different level of justice perception: the moral service failure causes greater sense of injustice than the ability failure does. Sellers' response time of service recovery also affects customers' perception of procedural justice. Furthermore, with different types of service recovery, the failure type and response speed can affect customers’ justice significantly. By strategic service recovery, consumers' perceived justice would influence their trust in sellers and enhance their repurchase intention in the future. In conclusion, online sellers should not make excuse for their mistakes nor be irresponsive but be apologetic; this could help sellers not only lower the consumers' discontent but also restore their reputation and decrease the customer attrition rate. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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