網路購物在日常生活中的重要性日益俱增，然而在交易過程中難免會發生服務失敗。但線上的服務補救少了面對面的接觸，沒有辦法及時的回應顧客，有時回應的方式不當，可能造成嚴重的結果。此外隨者全球化以及網路科技的進步，線上商家不得不面對跨文化的顧客，因此該採取何種服務補救策略來應對不同文化的顧客，成為線上商家重要的議題。
影響服務補救的因素非常多，例如：品牌名聲、回應顧客的策略、回應顧客的方式以及文化差異等等，皆會影響顧客的服務補救的滿意度以及再購意願。過往研究雖有探討過不同因子對於服務補救滿意度的影響，然而較少探討文化差異的情況下，因子之間的交互作用以及適合的情境。例如過往有文獻發現，道歉策略對於東方國家的消費者有顯著提高服務補救滿意度的影響，而對於西方國家的消費者卻沒有顯著差別。因此本研究要探討文化差異的情況下，品牌名聲、回應方式以及回應策略之間的交互作用，在面對不同情境下該採取何種策略，會影響顧客的服務補救滿意度以及再購意願。
本研究將使用情境模擬實驗法，依照回應方式(公開回應與私訊回應)、品牌名聲(好與壞)、回應策略(正面回應與推卸責任)共八個實驗情境。將其他因素例如評論內容、星級以及回應速度等等皆設為相同。除了情境內容之外，還提供範例圖片以便讓受測者可以快速了解情況，以測得更加真實的結果。
本研究發現回應方式，會影響服務補救滿意度以及再購意願，此外文化差異確實會影響服務補救的效果，因此企業因在服務補救前了解顧客的文化背景，並且配合品牌名聲、回應策略及回應方式，以此去搭配出最佳的組合，以提高顧客的服務補救滿意度以及再購意願。

The importance of online shopping in daily life is increasing, yet service failures will inevitably occur during the transaction process. However, online service recovery lacks face-to-face contact, there is no way to respond to customers immediately. Sometimes the response is inappropriate, which may cause serious results. In addition, with the advancement of globalization and Internet technology, online stores have to face cross-cultural customers. Therefore, what service recovery strategies should be adopted to deal with customers of different cultures has become an important issue for online store.
This study will use the simulation scenario experiment method, according to the transparency (public response and private message response), brand reputation (good and bad), response strategy (adoption strategy and defensive strategy), with a total of eight experimental scenarios. Furthermore, we set other factors like review content, star rating, and response speed to be the same. In addition to the contextual content, we also provided images so that subjects can quickly understand the situation and measure more realistic results.
This study found that the transparency will affect service recovery satisfaction and repurchase intention. In addition, cultural differences do affect the effect of service recovery. Therefore, online store need to understand the cultural background of customers before service recovery, and combine with brand reputation, response strategies and transparency to improve customer service recovery satisfaction and repurchase intention.

Bell, C. R., & Ridge, K. (1992). Service for recovery trainers. Training & Development, 46(5), 58-63.
Bennett, R., & Gabriel, H. (2001). Reputation, trust and supplier commitment: the case of shipping company/seaport relations. Journal of Business & Industrial Marketing, 16(6Journal of Business Research), 424-438.
Brady, M. K., Cronin Jr, J. J., Fox, G. L., & Roehm, M. L. (2008). Strategies to offset performance failures: The role of brand equity. Journal of Retailing, 84(2), 151-164.
Chang, H. H., Tsai, Y.-C., Wong, K. H., Wang, J. W., & Cho, F. J. (2015). The effects of response strategies and severity of failure on consumer attribution with regard to negative word-of-mouth. Decision Support Systems, 71, 48-61.
Chen, T., Ma, K., Bian, X., Zheng, C., & Devlin, J. (2018). Is high recovery more effective than expected recovery in addressing service failure?—A moral judgment perspective. Journal of Business Research, 82, 1-9.
Cheng, V. T. P., & Loi, M. K. (2014). Handling Negative Online Customer Reviews: The Effects of Elaboration Likelihood Model and Distributive Justice. Journal of Travel & Tourism Marketing, 31(1), 1-15.
Cheung, F. Y. M., & To, W. M. (2016). A customer-dominant logic on service recovery and customer satisfaction. Management Decision.
Cole, N. (2017). The Power Of Live Chat: 5 Surprising Statistics That Show How Consumers Want Their Questions Answered. There's a right way to chat, and a wrong way. Retrieved from https://www.inc.com/nicolas-cole/the-power-of-live-chat-5-surprising-statistics-that-show-how-consumers-want-thei.html
Coppola, D. (2021). Number of digital buyers worldwide from 2014 to 2021. Retrieved from https://www.statista.com/statistics/251666/number-of-digital-buyers-worldwide/
del Río-Lanza, A. B., Vázquez-Casielles, R., & Díaz-Martín, A. M. (2009). Satisfaction with service recovery: Perceived justice and emotional responses. Journal of Business Research, 62(8), 775-781.
East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International Journal of Research in Marketing, 25(3), 215-224. doi:10.1016
Furrer, O., Liu, B. S.-C., & Sudharshan, D. (2000). The relationships between culture and service quality perceptions: Basis for cross-cultural market segmentation and resource allocation. Journal of Service Research, 2(4), 355-371.
Gallo, A. (2014). The Value of Keeping the Right Customers. Retrieved from https://hbr.org/2014/10/the-value-of-keeping-the-right-customers,
Gillespie, N., & Dietz, G. (2009). Trust repair after an organization-level failure. Academy of Management Review, 34(1), 127-145.
Hofstede, G. (1984). Culture's consequences: International differences in work-related values (Vol. 5): sage.
Hofstede, G., & Bond, M. H. (1988). The Confucius connection: From cultural roots to economic growth. Organizational Dynamics, 16(4), 5-21.
Hofstede, G., Hofstede, G. J., & Minkov, M. (2005). Cultures and organizations: Software of the mind (Vol. 2): Mcgraw-hill New York.
Hogreve, J., Bilstein, N., & Hoerner, K. (2019). Service recovery on stage: effects of social media recovery on virtually present others. Journal of Service Research, 22(4), 421-439.
Huang, J.-H., Huang, C.-T., & Wu, S. (1996). National character and response to unsatisfactory hotel service. International Journal of Hospitality Management, 15(3), 229-243.
Jain, N. K., Gajjar, H., & Shah, B. J. (2021). Electronic logistics service quality and repurchase intention in e-tailing: Catalytic role of shopping satisfaction, payment options, gender and returning experience. Journal of Retailing and Consumer Services, 59, 102360.
Jose, A., & Mathew, S. (2016). Initial negativity-A moderator in customer satisfaction during the service recovery process in the life insurance context. Rajagiri Management Journal, 10(1), 15-36.
Khalifa, M., & Liu, V. (2007). Online consumer retention: contingent effects of online shopping habit and online shopping experience. European Journal of Information Systems, 16(6), 780-792.
Kuo, Y.-F., Yen, S.-T., & Chen, L.-H. (2011). Online auction service failures in Taiwan: Typologies and recovery strategies. Electronic Commerce Research and Applications, 10(2), 183-193.
Lee, Y. L., & Song, S. (2010). An empirical investigation of electronic word-of-mouth: Informational motive and corporate response strategy. Computers in Human Behavior, 26(5), 1073-1080.
Liao, J.-f., & Zhong, L.-l. (2013). The Effect of Brand Image on Online Service Failure: Basing on Mainland China Online Retailing. Paper presented at the The 19th International Conference on Industrial Engineering and Engineering Management.
Mattila, A. S., & Cranage, D. (2005). The impact of choice on fairness in the context of service recovery. Journal of Services Marketing. doi:10.1108/08876040510609899
Mattila, A. S., & Patterson, P. G. (2004). Service recovery and fairness perceptions in collectivist and individualist contexts. Journal of Service Research, 6(4), 336-346.
Maxham III, J. G. (2001). Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of Business Research, 54(1), 11-24.
McCollough, M. A., & Bharadwaj, S. G. (1992). The recovery paradox: an examination of consumer satisfaction in relation to disconfirmation, service quality, and attribution based theories. Marketing Theory and Applications, 119.
Mero, J. (2018). The effects of two-way communication and chat service usage on consumer attitudes in the e-commerce retailing sector. Electronic Markets, 28(2), 205-217.
Miller, J. L., Craighead, C. W., & Karwan, K. R. (2000). Service recovery: a framework and empirical investigation. Journal of Operations Management, 18(4), 387-400.
Nguyen, N., & Leblanc, G. (2001). Corporate image and corporate reputation in customers’ retention decisions in services. Journal of Retailing and Consumer Services, 8(4), 227-236.
Patterson, P. G., Cowley, E., & Prasongsukarn, K. (2006). Service failure recovery: The moderating impact of individual-level cultural value orientation on perceptions of justice. International Journal of Research in Marketing, 23(3), 263-277.
Piehler, R., Schade, M., Hanisch, I., & Burmann, C. (2019). Reacting to negative online customer reviews. Journal of Service Theory and Practice, 29(4), 401-414. doi:10.1108/jstp-10-2018-0227
Sengupta, Balaji, M., & Krishnan, B. C. (2015). How customers cope with service failure? A study of brand reputation and customer satisfaction. Journal of Business Research, 68(3), 665-674.
Sengupta, Ray, D., Trendel, O., & Vaerenbergh, Y. V. (2018). The effects of apologies for service failures in the global online retail. International Journal of Electronic Commerce, 22(3), 419-445.
Singh, R., & Rosengren, S. (2020). Why do online grocery shoppers switch? An empirical investigation of drivers of switching in online grocery. Journal of Retailing and Consumer Services, 53, 101962.
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), 356-372.
Tsarenko, Y., Strizhakova, Y., & Otnes, C. C. (2019). Reclaiming the future: Understanding customer forgiveness of service transgressions. Journal of Service Research, 22(2), 139-155.
Wangenheim, F. V. (2005). Postswitching negative word of mouth. Journal of Service Research, 8(1), 67-78.
Wei, C., Liu, M. W., & Keh, H. T. (2020). The road to consumer forgiveness is paved with money or apology? The roles of empathy and power in service recovery. Journal of Business Research, 118, 321-334.
Wong, N. Y. (2004). The role of culture in the perception of service recovery. Journal of Business Research, 57(9), 957-963.
Yoo, C. W. (2020). An Exploration of the Role of Service Recovery in Negative Electronic Word-of-Mouth Management. Information Systems Frontiers, 22(3), 719-734.
Zhao, H., Jiang, L., & Su, C. (2020). To Defend or Not to Defend? How Responses to Negative Customer Review Affect Prospective customers' Distrust and Purchase Intention. Journal of Interactive Marketing, 50, 45-64.
Zhou, T., Lu, Y., & Wang, B. (2009). The relative importance of website design quality and service quality in determining consumers’ online repurchase behavior. Information Systems Management, 26(4), 327-337.
Zhu, M. (2018). 【奧美觀點】後電商時代，品牌還有用嗎？突圍中國電商三招秘密武器. Retrieved from https://www.cw.com.tw/article/5089541
資策會產業情報研究所. (2019). 【網購調查系列一】網購消費占比達16.5% 愛用電商平台大排名. Retrieved from https://mic.iii.org.tw/news.aspx?id=516