電子商務網際網路已成為不少消費族群購物的新選擇，許多調查顯示消費者大多在網路上購買書籍、衣物與使用訂票系統等功能。由於網路商店不同於傳統實體店面，消費者對於售後的滿意度也會有不同的意見與觀點。
當服務失誤發生時，消費者會期待商店補償他們所損失的應有賠償，以彌補因服務失誤所造成的滿意度指數下降，包含了物質方面的折價與優惠；或是心理層面的道歉與主管親自解釋失誤原因等。商店在失誤發生後的回應將影響消費者是否會再度光臨的重要因素。
本研究中，利用網路購書作為實驗的情境主題，因書本為較高的中立品，可避免消費者對於商品的品牌偏好而影響售後的滿意度準確性。此研究的主要目的在於檢視在不同的服務失誤中，消費者偏好於何種服務補救，利用不同的情境與不同的補救方式來做測試，且探討服務補救與售後的顧客滿意度之間的關係。主要發現結果如下：
1.網路購物中，不同種類的服務失誤對服務補救有顯著影響。
2.不同的服務補救組合對於顧客滿意度有正面影響。

Business-to-Consumer electronic commerce has demonstrated the channel of choice for the consumer. Indicating an increasing number of customers are spending more time online shopping for books, clothes and airline tickets. Because of the differences between online stores and the traditional brick-and-mortar stores, consumers may have different viewpoints of post-purchase items that meet their satisfaction.
When the service fails, customers expect to be compensated for their loss and engage in satisfying interpersonal interactions that include explanations and apologies for the initial failure. The firm’s response has the potential to restore customer’s satisfaction thus reinforcing their loyalty.
In this study, we use online bookstores in general as opposed to a specific bookstore as the research topic in order to design an experiment scenario that is not susceptible to the influence of brand image.
The main purpose of this study is to examine the better recoveries in different service failures (i.e. outcome and process) and identify the relationship between service recovery (i.e. tangible and psychological) and customer satisfaction. The major findings of this study are as follows:
1. Different types of service failure of website on service recovery have significant difference.
2. Different types of service recovery have a positive effect on customer satisfaction.

Adams, J. S. (1965). “Towards an Understanding of Inequity,” Journal of Abnormal and Social Psychology, 67, pp.422~436.
Amy, K. S., Ruth, N. B., & Janet, W. (1999). “A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery,” Journal of Marketing Research, 36, pp.356~372.
Anderson, R.E. (1973). “Consumer Dissatisfaction: The Effects of Disconfirmed Expectancy on Perceived Product Performance,” Journal Marketing Research, 10(1), pp.38~44.
Andreasen, A. R. (1976). “A Taxonomy of Consumer Satisfaction/Dissatisfaction Measures,” Journal of Consumer Affairs, 11, pp.11~24.
Andreasen, A.R. & Best, A. (1977). “Customers Complain- Does Business Respond?” Harvard Business Review, 55, pp.93~101.
Bies, R. J., & Shapiro, D. L. (1987). “Interactional Fairness Judgments: The Influence of Casual Accounts,” Social Justice Research, 1(2), pp.199~218.
Bitner, M.J., Booms, B.H., & Tetreault, M.S. (1990). “The Service Encounter: Diagnosing Favorable and Unfavorable Incidents,” Journal of Marketing, 54(1), pp.71~84.
Blodgett, J., Hill, D., & Tax, S. (1997). “The Effects of Distributive, Procedural and Interactional Justice on Post Complaint Behavior,” Journal of Retailing, 73(2), pp.185~210.
Boshoff, C. (1997). “An Experimental Study of Service Recovery Options,” International Journal of Service Industry Management, 8(2), pp.110~130.
Bowen, D.E. & Lawler, E.E. III (1992). “The Empowerment of Service Workers: What, Why, How, and When,” Sloan Management Review, 33, pp.31~39.
Catalog Age (2004). “A healthier holiday,” Catalog Age, 21(2), pp.1~12.
Davis, F. (1989). “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,” MIS Quart, 13(3), pp.319~340.
Devaraj, S., Fan, M., & Kohli, R. (2002). “Antecedents of B2C Channel Satisfaction and Preference: Validating E-commerce Metrics,” Information System Research, 13(3), pp.316~333.
E-marketer (2001). “Online Consumers in the USA,” Available at: www.emarketer.com/estatnews
Engel, J. F., Roger, D. B., & David, T. K. (1978). Consumer Behavior, Hinsdale, IL: Dryden.
Forbes, L.P., Kelley, S.W., & Hoffman, K.D. (2005). “Typologies of E-commerce Retail Failures and Recovery Strategies,” The Journal of Services Marketing, 19(5), pp.280~92.
Grewal, D., & Roggeveen, A. (2008). “The Effect of Compensation on Repurchase Intentions in Service Recovery,” Journal of Retailing, 84(4), pp.424~434.
Hart, C. W. L., Heskett, J. L., & Sasser, W. E. (1990). “The Profitable Art of Service Recovery,” Harvard Business Review, 68, pp.148~156.
Hagel, J., & Rayport, J.F. (1997). “The Coming Battle for Customer Information,” Harvard Business Review, 75(1), pp.53~65.
Hess, R.L., Ganesan, S., & Klein, N.M. (2003). “Service Failure and Recovery : The Impact of Relationship Factors on Customer Satisfaction,” Journal of the Academy of Marketing Science, 31(2), pp.127~45.
Hoffman, D.L., & Thomas, P. N. (2000). “How to Acquire Customers on the Web,” Harvard Business Review, 78 (3), pp.179~188.
Hoffman, K.D., Kelley, S.W., & Rotalsky, H.M. (1995). “Tracking Service Failures and Employee Recovery Efforts,” Journal of Services Marketing, 9(2), pp. 49~61.
Horrigan, J. B., & Lee, R. (2002). “Getting Serious Online,” Pew Internet and American Life Project, www.pewinternet.org/ .
Internet Retailer (2004). “Continuing on the upward trail”, Internet Retailer, pp.13.
Keaveney, S. M. (1995). “Customer Switching Behavior in Service Industries: An Exploratory Study,” Journal of Marketing, 59, pp.71~82.
Kelly, S.W., & Davis, M.A. (1994). “Antecedents to Customer Expectations for Service Recovery,” Journal of the Academy of Marketing Science, 22, pp.52~61.
Kelly, S. W., Hoffman, K. D., & Davis, M. A. (1993). “A Typology of Retail Failure and Recoveries,” Journal of Retailing, 69(4), pp.429~452.
Lind, A. E., & Tyler, T. R. (1988). “The Social Psychology of Procedural Justice,” New York: Plenum Press.
Maxham III, J. G., & Netemeyer, R. G. (2002). “Modeling Customer Perceptions of Complaint Handling Over Time: The Effects of Perceived Justice on Satisfaction and Intent,” Journal of Retailing, 78(4), pp.239~252.
Miller, J. L., Craighead, C. W., & Karwan, K. R. (2000). “Service Recovery: A Framework and Empirical Investigation,” Journal of Operations Management, 18(4), pp.387~400.
Oliver, R.L. (1980). “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, pp.460~469.
Oliver, R. L, & Swan J. E. (1989). “Equity and Disconfirmation Perceptions as Influences on Merchant and Product Satisfaction,” Journal of Consumer Research, 16, pp.372~383.
Parasuraman. A. (2006). “Modeling Opportunities in Service Recovery and Customer-Managed Interactions,” Marketing Science, 25(6), pp.590~593.
Parasuraman, A., Valarie, A. Z., & Arvind, M. (2005). “E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality,” Service Research, 7(3), pp.213~233.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1991). “Refinement and Reassessment of SERVQUAL Scale,” Journal of Retailing, 67(4), pp.420~450.
Ping, R. A. (1999). “Unexplored Antecedents of Exiting in a Marketing Channel,” Journal Retailing, 75(2), pp.218~241.
Power, C. (1991). “Value Marketing: Quality, Service, and Fair Pricing are the Keys to Selling in the ‘90’s,” Business Week, pp.132~40.
Power, C. (1992). “Smart Selling: How Companies are Winning Over Today’s Tougher Customer,” Business Week, pp.3844.
Rose, G., & Straub, D. (1999). “Current Technological Impediments to Business-to-Consumer Electronic Commerce.” Communications of AIS.
Shankar, V., Smith, A.K., & Rangaswamy, A. (2003). “Customer Satisfaction and Loyalty in Online and Offline Environments,” International Journal of Research in Marketing, 20(2), pp.153~175.
Smith, A. K., Bolton, R. N., & Wagner, J. (1999). “A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery,” Journal of Marketing Research, 36(3), pp.356~372.
Tax, S., & Brown, S. (2000). “Service Recovery: Research Insights and Practices,” Handbook of Services Marketing and Management, pp.271~286.
Tyler, T. R. (1994). “Psychological Models of the Justice Motive: Antecedents of Distributive and Procedural Justice,” Journal of Personality and Social Psychology, 67, pp.850~863.
Urban, G. L., Sultan, F., & Qualls, W. J. (2000). “Placing Trust at the Center of Your Internet Strategy,” Sloan Management Review, 42(1), pp.39~48.
Walster, E., Berscheid, E., & Walster, G. W. (1973). “New Directions in Equity Research,” Journal of Personality and Social Psychology, 25 (2), pp.151~76.
Weiner, B. (1985). “An Attributional Theory of Achievement, Motivation and Emotion,” Psychological Reviews, 92, pp.547~573.
Zeithaml, V.A., Parasuraman, A., & Malhotra, A. (2000). “A Conceptual Framework for Understanding E-Service Quality: Implications for Future Research and Managerial Practice,” Marketing Science Institute, Cambridge, MA.
Zemke, R., & Connellan, T. (2001). E-service, AMACOM, New York, NY.