網路購物服務失誤之探討－－顧客經驗管理觀點

A Study of Service Failures in Online Retailing: From a Perspective of Customer Experience Management

本研究嘗試從顧客所知覺的服務失誤路徑，探討網購業者可能存在的服務失誤問題。我們循著顧客負面情緒經驗的延伸，建構了一種反應顧客主觀知覺的服務遞送藍圖。 本研究透過18位消費者親身經歷的網路購物生氣故事，提出一組專注描述顧客情緒經驗如何被誘發、以及如何被延伸的概念框架，我們稱其為七分類氣點框架。我們對這個分類框架和相關文獻的差異，進行了討論。雖然七分類框架中的引發事件和回應不當氣點，和現有文獻見解類似，但是秘密偵查、服務禍延以及提醒性氣點，相關文獻則較少提及。

From an approach of customers' perceived service failures, this study aims at probing into possible service failures made by online vendors. The authors have constructed a set of service delivery blueprint, which reflecting customers' subjective perceptions, by tracking customers' negative emotional experiences. Analyzing eighteen customers' narratives on purchasing upsets during online shopping, the study presents a conceptual framework which illustrates how customers' emotions are invoked and extended. This framework is named seven types of Negative Emotion Triggers. Discrepancies between this framework and prior research are discussed. Two types of NE triggers of this framework, namely "fuse" and "inappropriate response", are found similar in the existing literatures, but other NE triggers such as "secret detection", "service catastrophes", and "reminder" are seldom discussed in literature.