獲得一個新顧客所花費成本大於留住一個舊顧客，隨著這觀點的證明，顧客贏回(Customer win-back)是企業邁向成功常用之策略，而數位服務供應商也不例外，隨著網路以及各式連接裝置興起，人們藉由網路來溝通彼此已是生活常態，譬如美食外送平台之隨選服務，市場報告指出，目前使用美食外送服務的人數日漸增長，人們逐漸接受並使用相關服務，但根據媒體報導亦或是網路上的討論區常有美食外送相關負面新聞出現，市場報告也指出有相當比例的顧客不滿意某些美食外送服務供應商，因而出現平台間顧客轉移行為，導致舊顧客流失，而企業要獲利不只需要新顧客更要留下舊顧客，也就是顧客贏回。
本研究以期望－失驗理論以及正義理論來衡量美食外送平台供應商之服務缺口以及服務補救，再以顧客重啟成本角度研擬顧客贏回之策略，期待發展一套成熟的顧客贏回模型，使供應商能夠以最有效率地贏回顧客。
本研究以問卷調查法為研究方法，針對有經歷過服務缺失以及補救，且間隔兩個禮拜以上之顧客進行問卷發放，共收到240份有效問卷，接下來利用相關統計軟體以及結構方程模式來進行分析。
本研究研究結果顯示資訊失敗以及系統失敗會正向影響感知正義，統計上未達顯著；功能失敗負向影響感知正義，但統計上未達顯著；服務失敗負向顯著影響感知正義，感知正義負向顯著影響重啟成本，且重啟成本亦負向顯著影響顧客回歸意願。
本研究根據研究結果認為，大多數顧客無經歷或未察覺服務過程中的資訊失敗、功能失敗以及系統失敗，但在服務失敗經歷上為顯著負面體驗，代表服務失敗會負面顯著影響顧客之感知正義，而在服務補救後，感知正義提升，使顧客對於重啟成本的看法會降低，進而導致回歸意願提高，本研究建議美食外送供應商須及時察覺服務失敗問題產生，並加以補償顧客，進而促使顧客回歸意願提高。

關鍵字：顧客贏回、服務缺失、服務補償、重啟成本

The cost of acquiring a new customer is greater than retaining an old customer. As this point of view proves, customer win-back is a common strategy for companies to succeed, and digital service providers are no exception. With the rise of the internet and various connected devices, it is normal for people to communicate with each other through the internet. For example, the on-demand service of food delivery platforms. Market reports point out that a considerable proportion of customers are not satisfied with certain food delivery service providers, customer transfer behavior leads to the loss of old customers. To make profits, companies not only need new customers but also retain old customers, which means customers win back. Thus, this study uses the expectation-disconfirmation theory and justice theory to measure the digital service failure and service recovery of the online food delivery suppliers, and then uses the perspective of reactivation cost to study customer win-back strategies.
This study used a survey research approach for data collection. Data collected form 240 respondents was analyzed using SPSS and SmartPLS. The results show service failure negatively significantly influences perceived justice and perceived justice negatively significantly influences the reactivation cost, and the reactivation cost also negatively significantly influences the customer's willingness to return.
Based on the results, we conclude that food delivery suppliers should promptly detect service failures and compensate customers to increase their willingness to return.

Keywords: Customer win-back, Service Failure, Service Recovery, Reactivation Cost

中文文獻
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