Service Failure and Recovery: An Exploratory Study on Trust of e-Commerce

• Main Authors: Tzu-hsien Wu, 吳子賢
• Other Authors: Ling-hsiu Chen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/87703252097923108409

碩士 === 朝陽科技大學 === 資訊管理系碩士班 === 99 === This research applies Critical Incident Technique (CIT) to discuss whether the consumer’s service failure and dealer offer service recovery for different trust dimension have various differences in the online shopping environment. According to the results from this research, the effect on different trust dimensions is exist certainly when the failure happening in the shopping process, that is, slow/unavailable service or product defect, seller attitude failure and behavior mistake. Moreover, the consumer’s trust to the supplier will relate to Integrity, Ability, Predictability, and Benevolence there is different degree on intensity between each of dimension. After met the failure, the e-vendor doesn’t try to do any solution and the dealer doesn’t offer the compensation of psychology or correction plus, the consumer’s trust to the dealer also involves in lots of trust dimensions. The consumer’s trust to the dealer will not have divergence only the dealer offer the equal correction to the consumer. The e-vendor can understand how to increase consumer’s trust in some of aspect to refer when failure happen and try to recover, it is good for promoting the satisfaction of customer and allocating resource in the efficient way, in addition, it is also raise the customer’s trust to enterprise.