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線上拍賣服務失誤類型與服務補救策略之研究 = Typologies of...

國立高雄大學亞太工商管理學系碩士班

線上拍賣服務失誤類型與服務補救策略之研究 = Typologies of online auction service failures and recovery strategies

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Typologies of online auction service failures and recovery strategies
作者:	顏士庭,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2008[民97]
面頁冊數:	62面圖，表 : 30公分;
標題:	線上拍賣
標題:	Online auction
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/60947796976468105324
附註:	指導教授：郭英峰
附註:	參考書目：面46-52
摘要註:	線上拍賣為結合拍賣機制與網際網路之新型交易模式，然而賣家在與買家的互動過程中都難以避免發生服務失誤。這些服務失誤將破壞良好的服務紀錄、降低服務品質的評價、與造成顧客轉換別的服務供應商，使得賣家需要另尋新的顧客。因此當服務造成失誤時，如何利用有效的服務補救策略來進行失誤的更正是非常的重要議題。本研究以關鍵事件技術法(Critical Incident Technique, CIT)，從買家之觀點蒐集線上拍賣服務接觸中，賣家因服務失誤進行補救後所造成的買家滿意與不滿意之867個事件，並加以歸類，且分析線上拍賣業者常犯之服務失誤類型，與其所對應採用之補救策略，以了解哪些補救策略較為有效。研究結果發現，線上拍賣之服務失誤可分為三大類十八細項，而補救策略可分為十種類型，且線上拍賣與其他不同的交易環境(如實體零售商店與網路購物)之服務失誤與補救策略亦有些差異。再者，本研究參考重要性-績效分析法(Importance-Performance Analysis, IPA)之概念，探討服務失誤之嚴重程度與經補救後買家再購意願之關係，依此分析賣家所應避免服務失誤類型之重要性順序。網拍賣家可藉此瞭解買家對於線上拍賣之服務失誤與補救策略之看法，以做為經營網路拍賣時提供更好之服務品質、避免疏失發生、以及提供補救策略決策之參考依據。 Online auction is a new transactional model and service which integrated auction regulation and WWW; however, service failures will occur during the process of service delivery. These service failures will break the good service records, decrease the reputation of service quality, and lead customers to transfer to other service providers. When the service failures occur, how to use the effective service recovery strategies to correct the mistakes is a very important issue. This research applied the Critical Incident Technique (CIT) method to collect 867 incidents from the buyer’s point of view during online auction service encounters categorized to isolate the particular events and related behaviors of contact sellers that cause buyers satisfactory and dissatisfactory; analyze typlogies of online auction failures and recovery strategies to understand which recovery strategies is the most effective.The results revealed eighteen different types of online aution failures and ten unique recovery strategies in online auction service encounter, differing from other transactional environments (general-merchandise retailers and e-commerce retail). Besides, this study refered to the concept of Importance-Performannce Analysis (IPA) to discuss the relationship between severity level of service failures and buyer repurchase intention, and gained the important orders of service failures sellers must avoid. Therefore, sellers can understand perspectives of buyers about service failures and recovery strategies to provide better service quality, avoid service failures happening and have referances when they need to make recovery decisions.

線上拍賣服務失誤類型與服務補救策略之研究 = Typologies of online auction service failures and recovery strategies
顏, 士庭

線上拍賣服務失誤類型與服務補救策略之研究 = Typologies of online auction service failures and recovery strategies / 顏士庭撰 - [高雄市] : 撰者, 2008[民97]. - 62面 ; 圖，表 ; 30公分.
指導教授：郭英峰參考書目：面46-52.
線上拍賣Online auction

線上拍賣服務失誤類型與服務補救策略之研究 = Typologies of online auction service failures and recovery strategies
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