An Investigation on the Relationship between customer participation recovery satisfaction and repurchase intention

[[abstract]]由於台灣近年來之電子商務產值逐年攀升，商業型態之改變使得愈來愈多人使用網路購物，然而使用網路購物的過程中時常發生服務失誤之情境，本研究針對網路購物之使用者進行調查，探索企業對於處理該服務失誤之態度及方式是否影響顧客對於該補救行為的認知並影響滿意度以及將來的再購行為。過去的服務失誤相關文獻中大多數研究主要針對服務業中的餐飲業為主要探討對象，較少以電子商務之服務失誤為研究主題。本研究將探討顧客參與、期望服務補救、認知服務補救、補救後滿意度和再購意圖之間的關係。 本研究採用便利抽樣方式，共取得201份有效樣本，以簡單迴歸分析、複迴歸分析以及階層迴歸驗證研究假設。研究結果如下： 認知服務補救對於補救後滿意度有正向影響以及補救後滿意度對於再購意圖也有正向影響，此外本研究發現期望服務補救對補救後滿意度無正向影響，顧客參與對於補救後滿意度及再購意圖之干擾效果不存在。本研究依據上述發現，建議企業面對服務疏失應採正向積極之態度去處理，就算發生服務疏失也可以藉由提升優良的服務補救來留住顧客，創造長久的獲利。[[abstract]]As e-commerce value of Taiwan has increased steadily in recent years more and more people use the Internet for shopping However the high proportion ofservice failures is still a big problem forcorporations Most service failures related studies in the past focused on the service sector of the restaurant industry less on e-commerce service failure This study exploresthe relationship between customer's perception about the service recovery service recovery satisfaction and future purchase behavior This study adopts convenience sampling method to collect a total of 201 valid samples Simple regression analysis、 multiple regression analysisand hierarchical multiple regression analysisare used to test the research hypotheses The results of the study are as follows: The customer perception of the service recovery is positively related to the service recoverysatisfaction Further satisfaction about the service recoveryis positively linked to repurchase intention The results also show that the customer expectationsof the service recovery had no positive effect on satisfaction about the service recovery The effect of customer participation between satisfaction after service recoveryand repurchase intention is not obvious Based on these findings this study suggests that enterprises which face service failure should adopt a positive attitude to provide speedy service recovery in order to retain customers and create long-term profi