本文選題：服務(wù)失誤　切入點(diǎn)：服務(wù)補(bǔ)救　出處：《湘潭大學(xué)》2012年碩士論文

【摘要】：網(wǎng)購市場(chǎng)的發(fā)展面臨著喜憂參半的格局，，一方面是互聯(lián)網(wǎng)的快速發(fā)展帶動(dòng)網(wǎng)購市場(chǎng)步入平穩(wěn)快速增長，另一方面制約自身發(fā)展的各種因素層出不窮。網(wǎng)絡(luò)安全和服務(wù)誠信成為影響網(wǎng)民對(duì)網(wǎng)絡(luò)購物意愿的重要因素。本研究圍繞“服務(wù)失誤后顧客信任修復(fù)”這一主題，致力于分析網(wǎng)絡(luò)服務(wù)失誤產(chǎn)生之后，如何以規(guī)范、系統(tǒng)的修復(fù)機(jī)制重新取得顧客的信任。 互聯(lián)網(wǎng)是顧客進(jìn)行網(wǎng)絡(luò)購物獲取信息的第一渠道，其次是親朋好友的相互介紹；電視是網(wǎng)下傳播途徑中仍然比較重要的傳播途徑，其次是戶外廣告和雜志廣告；搜索引擎是顧客網(wǎng)購最重要的認(rèn)知渠道，其次是購物網(wǎng)站上的廣告；服裝家居飾品和書籍音像產(chǎn)品是顧客網(wǎng)絡(luò)購買的主要產(chǎn)品。顧客網(wǎng)絡(luò)購買過程中遭遇的服務(wù)失誤最為主要的體現(xiàn)為網(wǎng)店夸大宣傳，收到產(chǎn)品存在質(zhì)量問題，其次是快遞質(zhì)量問題。通過購物網(wǎng)站的站內(nèi)搜索工具搜索商品，是顧客網(wǎng)絡(luò)購物最信任的商品瀏覽方式；顧客網(wǎng)上購物遭遇服務(wù)失誤，不再到有服務(wù)失誤的網(wǎng)店購物是購后反應(yīng)的首選，顧客對(duì)物質(zhì)補(bǔ)償擁有更為強(qiáng)烈的偏好；退貨并全額退款是顧客最受歡迎的方式；網(wǎng)上服務(wù)補(bǔ)救過程中顧客重拾信任的影響因素，最重要的是在服務(wù)補(bǔ)救的過程中個(gè)人感受到受尊重；影響信任修復(fù)感知的非制度性因素主要有溝通、解釋、補(bǔ)償、反饋；影響信任修復(fù)感知的制度性因素主要有防范制度和措施；影響信任修復(fù)感知的其他因素主要有信任傾向。 服務(wù)失誤后網(wǎng)絡(luò)企業(yè)信任重構(gòu)應(yīng)當(dāng)從網(wǎng)站的建設(shè)、營銷質(zhì)量和顧客角度三個(gè)方面進(jìn)行適時(shí)的補(bǔ)救。本研究搜集和整理了網(wǎng)絡(luò)企業(yè)據(jù)以重拾消費(fèi)者信任的參考依據(jù)，總結(jié)和歸納了適合企業(yè)自身特色的服務(wù)失誤修復(fù)策略，進(jìn)一步充實(shí)和豐富了服務(wù)補(bǔ)救理論。
[Abstract]:The development of online shopping market is faced with a mixed pattern. On the one hand, the rapid development of the Internet drives the rapid growth of online shopping market, on the other hand, various factors restricting its development emerge endlessly.Network security and service integrity are the important factors influencing Internet shopping intention.Focusing on the topic of "customer trust repair after service failure", this study is devoted to analyzing how to regain customer trust by standardized and systematic repair mechanism after network service failure occurs.The Internet is the first channel for customers to obtain information through online shopping, followed by the introduction of relatives and friends, television is still a relatively important way of communication offline, and then outdoor advertising and magazine advertising.Search engine is the most important cognitive channel for customers to purchase online, followed by advertisements on shopping websites; clothing, home accessories and books, audio and video products are the main products purchased by customers online.The most important service errors encountered in the process of customer network purchase are the overstatement of online store, the existence of quality problems in receiving products, and the second is quality problem of express delivery.Searching through the shopping website's in-site search tools is the most trusted way for customers to browse goods on the Internet; customers' online shopping encounters service errors, and no longer shopping in online stores with service failures is the first choice for post-purchase reactions.Customers have a stronger preference for material compensation; returns and full refunds are the most popular way for customers; and online service remediation is a factor that affects the customer's return to trust.The most important is that the individual feels respected in the process of service remedy, and the non-institutional factors that affect the perception of trust repair mainly include communication, explanation, compensation and feedback.The institutional factors that affect the perception of trust repair are mainly preventive institutions and measures, while other factors that affect the perception of trust repair mainly have a tendency to trust.The reconstruction of network enterprise trust after service failure should be remedied from three aspects: website construction, marketing quality and customer perspective.This research collects and arranges the reference basis for the network enterprises to regain the consumer trust, summarizes and summarizes the service failure repair strategy suitable for the enterprises' own characteristics, further enriches and enriches the service remediation theory.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F713.36

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