An experimental design of service failure, recovery, and speed on consumer behaviors in cloud service setting

[[abstract]]在本研究當中，主要探討在雲端服務背景下，設計不同水準的服務失誤、服務補救、與補救速度之實驗，其探討消費者對服務失誤的歸因，與其滿意度和後續行為的影響。雲端服務是個新興型態的服務，具有快速、便利、和便捷等特性，對於服務傳遞模式帶來巨大的變革。本研究採用多因子實驗方格設計27個實驗情境，共搜集909個有效樣本。其研究結果指出，二因子交互作用之服務失誤與服務補救、服務失誤與補救速度、和服務補救與補救速度對補救後的滿意程度有明顯的差異。服務失誤、服務補救、與補救速度之三因子交互作對補救後的滿意程度無明顯的差異。經本研究結果明確指出雲端服務商所提供之補救程度愈高，且補救速度愈快，則消費者補救後的滿意程度愈高。除此之外，本研究亦探討補救後的滿意和歸因理論之控制性與穩定性對後續行為之影響，結果指出補救後的滿意和控制性對後續行為再次光臨意願、口碑、和轉換行為意願有著顯著關係，然而穩定性對後續行為無顯著的影響。最後，本研究探討歸因理論之控制性和穩定性與服務補救的關係，其結果顯示研究假設並未成立，但兩者對補救後的滿意有著顯著關係。其本研究提出之研究結論與管理意涵進行深入的探討。[[abstract]]This experimental study examined how the severities of service failure, levels of service recovery, and speed of recovery influence consumers’ attribution processes, their post-recovery satisfaction and outcomes (repatronage intention, word-of-mouth, and switching intention) in a cloud services setting. Cloud service with the convenience, rapid, and promptness is emerging new paradigm which changes the service delivery, process, and products. This study results indicated that two-way interaction between service failure and service recovery, service failure and speed of recovery, and service recovery and speed of recovery impact on post-recovery satisfaction significantly, however, three-way interaction between severities of service failure, levels of service recovery, and speed of recovery do not have a joint effect on post-recovery satisfaction. Specifically, this study’s findings suggest that service recovery strategy is the most effective when considering the higher level of service recovery with short time (value-added recovery and immediate recovery). Moreover, this study find that post-recovery satisfaction and controllability of attribution is related to repatronage intention, word-of-mouth, and switching intention, only stability of attribution is not related to outcomes. Finally, this study’s findings suggest that consumer attribution for controllability and stability for the failure varying across recovery efforts are not supported, but both of them affect the post-recovery satisfaction in cloud service setting. Managerial implications for these finding are discussed