服务失误后顾客对网络企业信任的修复研究

发布时间：2018-04-08 14:41

本文选题：服务失误　切入点：服务补救　出处：《湘潭大学》2012年硕士论文

【摘要】：网购市场的发展面临着喜忧参半的格局，，一方面是互联网的快速发展带动网购市场步入平稳快速增长，另一方面制约自身发展的各种因素层出不穷。网络安全和服务诚信成为影响网民对网络购物意愿的重要因素。本研究围绕“服务失误后顾客信任修复”这一主题，致力于分析网络服务失误产生之后，如何以规范、系统的修复机制重新取得顾客的信任。互联网是顾客进行网络购物获取信息的第一渠道，其次是亲朋好友的相互介绍；电视是网下传播途径中仍然比较重要的传播途径，其次是户外广告和杂志广告；搜索引擎是顾客网购最重要的认知渠道，其次是购物网站上的广告；服装家居饰品和书籍音像产品是顾客网络购买的主要产品。顾客网络购买过程中遭遇的服务失误最为主要的体现为网店夸大宣传，收到产品存在质量问题，其次是快递质量问题。通过购物网站的站内搜索工具搜索商品，是顾客网络购物最信任的商品浏览方式；顾客网上购物遭遇服务失误，不再到有服务失误的网店购物是购后反应的首选，顾客对物质补偿拥有更为强烈的偏好；退货并全额退款是顾客最受欢迎的方式；网上服务补救过程中顾客重拾信任的影响因素，最重要的是在服务补救的过程中个人感受到受尊重；影响信任修复感知的非制度性因素主要有沟通、解释、补偿、反馈；影响信任修复感知的制度性因素主要有防范制度和措施；影响信任修复感知的其他因素主要有信任倾向。服务失误后网络企业信任重构应当从网站的建设、营销质量和顾客角度三个方面进行适时的补救。本研究搜集和整理了网络企业据以重拾消费者信任的参考依据，总结和归纳了适合企业自身特色的服务失误修复策略，进一步充实和丰富了服务补救理论。
[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.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F713.36

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