網路購物服務失誤、服務補救與顧客滿意度——期望不一致與知覺公平觀點

Customer Satisfaction after Service Failure and Recovery in Online Retailing: Expectancy Disconfirmation and Perceived Justice Perspectives

網路逐漸成為消費者購物的重要通路，然目前有關網路購物服務失誤與服務補救的研究仍不多見。為瞭解不同失誤型態與補救方式的效應，本研究基於期望不一致理論與公平理論，探討網購服務失誤型態與補救方式，如何經由顧客補救期望不一致與知覺公平，影響補救後的滿意度，為排除個人特質對補救知覺的影響，研究中並考量個人自我建構對補救期望不一致與知覺公平的共變效果。本研究採取虛擬情境實驗法，依據網購服務失誤型態與補救方式共分為十個實驗情境組。實驗結果顯示，顧客之補救期望不一致與三項知覺公平(分配、程序、互動)，會因網購服務失誤型態及補救方式而改變，進而影響對購物網站的滿意度，三項知覺公平中，又以互動公平對補救後滿意度的影響最大，此外，補救期望不一致不僅直接影響補救後滿意度，尚會經由知覺公平產生影響。 Although service failure and recovery issues have received considerable attentions in the literature, this topic has received only limited attention in the context of e-commerce. In this study, a model of customer satisfaction with service failure/recovery encounters has been conducted based on the concept of expectancy disconfirmation and perceived justice with the type of customer self construal as a covariate. The study employed experiments with ten scenarios consisting of combinations of five service failure situations and two recovery policies. Results show that the expectancy disconfirmation and the perceived justice of customers are affected significantly by various service failure situations and recovery policies of e-tailers, and notably influence customer satisfaction. Among the perceptions of justice, the interactional justice has the strongest effect on customer satisfaction after recovery. Furthermore, the perceived justice and the expectancy disconfirmation directly influence customer satisfaction after recovery, and the latter also has an indirect effect on customer satisfaction via the perceived justice.