網路拍賣之服務失誤, 補救策略與補救後滿意度之研究.pdfVIP

■ 成 果 報 告 行政院國家科學委員會補助專題研究計畫 □期中進度報告 網路拍賣之服務失誤、補救策略與補救後滿意度之研究 計畫類別：■ 個別型計畫 □ 整合型計畫 計畫編號： NSC 97－2410－H－390－014-MY2 執行期間：97年 8月1日至99年7月31日 計畫主持人：郭英峰 共同主持人：無 計畫參與人員：顏士庭、伍啟銘、陳靖宇、胡自立、馮連暉 成果報告類型(依經費核定清單規定繳交)：□精簡報告 ■完整報告 本成果報告包括以下應繳交之附件： □赴國外出差或研習心得報告一份 □赴大陸地區出差或研習心得報告一份 □出席國際學術會議心得報告及發表之論文各一份 □國際合作研究計畫國外研究報告書一份 處理方式：除產學合作研究計畫、提升產業技術及人才培育研究計畫、 列管計畫及下列情形者外，得立即公開查詢 □涉及專利或其他智慧財產權，□一年□二年後可公開查詢 執行單位：國立高雄大學資訊管理學系 中 華 民 國 99 年 8 月 31 日 Abstract Online auctions are a new trading model that integrates auction mechanisms and the Internet. However, during the interaction between buyers and sellers, service failures inevitably occur. When service failures occur, selecting an effective service recovery strategy to correct the failure is an important issue. In this study, 867 failure incidents from buyers of online auction service encounters are classified into eighteen categories in three main groups, and the recovery strategies are classified into ten types. An effective strategy is also identified for each service failure. Moreover, this study proposes the “service failure severity – post-recovery repeat purchase intention matrix” to rank the service failures that should be avoided. This study can help online auction sellers understand buyer perceptions of service failure and recovery strategies to improve service quality, avoid negligence and make proper recovery decisions. Keywords : Online auction; Service failure; Service recovery; Critical incident technique 1. Introduction Due to the characteristics of i