服务失误后顾客对网络企业信任的修复分析-repair analysis of customers trust in network enterprises after service failure.docxVIP

I I 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；有哪些信誉好的足球投注网站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有哪些信誉好的足球投注网站工具有哪些信誉好的足球投注网站商品，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。 关键词：服务失误；服务补救；网络信任；信任重构；信任修复 II II Abstract Online shopping market development faces mixed pattern, one is the rapid development of the Internet online shopping market driven into the stable and rapid growth, on the other hand, factors of restricting their development emerge in an endless stream. Network security and service integrity becomes influence Internet shopping intention important factors. This study focuses on this theme of customer trust repair after service failure, committes to the analysis of how to standardize, system research repair mechanism to obtain the trust of customers after the network service failure produced. The Internet is the customer shopping network to obtain the information of the first channel, followed by relatives and friends introduced; Television is the under network of routes of transmission is still more important route of transmission, followed by the outdoor advertising and magazine advertising; Customer online shopping search engine is the most important cognitive channel of customer online shopping, followed by the shopping website advertising; Clothing jewelry and home furnishing books audio and video products are the main customer network buying products. Customer network buying process encountered service failure is the most main embodi