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- 2016
电商服务失误的信任修复策略研究
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Abstract:
随着网络购物的快速发展，由于网络商家未能妥善处理服务失误所导致的信任危机和客户流失已成为严重制约中国电子商务可持续发展的重要问题，为此研究了网络商家在服务失误后所采取的不同策略对受损信任的修复效果。结果表明，服务失误严重性和修复策略的交互作用会对信任修复产生显著影响；不论服务失误严重性高或低，不同的修复策略间均存在显著差异；由口头修复策略和实际修复策略构成的组合策略的修复效果均优于单独的口头修复策略的修复效果，且“道歉+换货”的修复效果最好。
With the rapid development of online-shopping, the trust crisis and customer churn, caused by online-stores′ failure of handling the service failures effectively, have seriously affected the sustainable development of China′s online-shopping.This study focuses on investigating different trust repair strategies′ effect on trust repair when the services failures vary from low to high.The results show that the repair effect of different strategy varies significantly, the interaction of the degree of services failures and the trust repair strategy has significant effect on trust repair.The effect of combined strategy including oral and actual repair strategy is superior to single repair effect of oral repair strategy, and "apology+replace" is the most effective strategy no matter the services failures are high or low
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