[[alternative]]The Effects of Service Failure and Service Recovery of Online Bookstores on Consumer Satisfaction

[[abstract]] 電子商務是網際網路最重要的商務應用模式之一，而網路書店則是B2C電子商務中最主要的電子零售店類型之一。目前台灣主要的網路書店如博客來網路書店、金石堂網路書店以及誠品網路書店等，都有提供線上購物便利商店取貨的金物流服務，雖然台灣網路書店的金物流服務已經相當成熟，但網路購物仍屬於無店鋪的銷售類型。因此，如何避免服務失誤與制定服務補救的策略便是網路書店經營的重要課題。本文根據文獻探討與個案分析，發現網路書店常見的服務失誤類型包括物流運送、金流付款、資訊流網站設計等相關失誤類型。 本文進一步以大專學生族群為研究對象，針對失誤類型發展心理補償（道歉信）及實質補償（紅利點數）補救策略，藉由問卷收集資料分析不同失誤類型與補救方式間的關係。研究結果發現忠誠度高低會影響網路書店服務失誤嚴重程度看法及補救後滿意度，高忠誠度的消費者會把失誤看得較嚴重，但對補救成效也會持較高的滿意度。此外，對於不同類型物流失誤嚴重看法及補救後的滿意程度會因消費者的性別、價格態度、購書頻率有所不同與購買的情境有關。 本研究的研究結果有助於網路書店經營者了解失誤的類型及消費者面對失誤發生後，對失誤嚴重程度的看法。研究中對於補救後的滿意度成效，可以做為網路書店經營者進行補救時參考之依據。[[abstract]] E-commerce is one of the most important commercial applications on the internet, while online bookstores are the primary type of electronic retailer in B2C e-commerce. At the current time, major online bookstores in Taiwan such as Books, Kingstone, and Eslite all provide the cash and delivery services of online shopping with convenience store pick-up. Even though such cash and delivery services in Taiwanese online bookstores are considerably mature, internet shopping still takes the form of sales without a storefront. Therefore, an important issue in the management of online bookstores is how to avoid service failure and establish strategies for service recovery. Based on literature review and case analysis, this study identified the common types of service failure for online bookstores, including logistics and delivery, cash flow and payment, information flow and website design. This study further used university and college students as research subjects, to develop remedial strategies such as psychological compensation (apology letters) and practical remedies (bonus points) according to the type of failure. Questionnaire survey was conducted for data analysis on the relationship between different types of failures and remedies. Results of the study showed that the level of loyalty would affect views toward the seriousness of the online bookstore’s failure, as well as toward the satisfaction after service recovery; consumers with high loyalty would regard the failure as more serious, but would also have higher satisfaction for effects of recovery. In addition, the view of seriousness of different types of logistical error and satisfaction with recovery differ based on customer gender, price attitudes, and frequency of book purchases, and are related to the purchasing context. Research results of this study are beneficial for operators of online bookstores in understanding the types of failures as well as how consumers view the seriousness of failures after they occur. The satisfaction effects after recovery in this study can be used by operators of online bookstores as areference for recovery when it is necessary