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Southwestuniversityofscienceandtechnology本科毕业设计（论文）网购环境下不同类型服务失误与补救对顾客再购意向变化的研究学院名称经济管理学院专业名称市场营销学生姓名魏姗姗学号20102506指导教师宋加山副教授二〇一四年六月西南科技大学本科生毕业论文论文I网购环境下不同类型服务失误与补救对顾客再购意向变化的研究摘要：随着信息技术的发展，网络购物已经成为一种普遍的购物方式。在网购业务快速发展的同时，网络购物过程中的服务失误也频频发生，严重影响了顾客的购物体验，降低了顾客的购物满意度，使得顾客的忠诚度发生了变化。本研究以服务失误和服务补救的相关理论为基础，首先对国内外的服务失误和服务补救理论进行总结回顾；然后采用问卷调查法，收集消费者对服务补救的期望及对经历过的服务补救的感受，得出顾客对于网店服务补救各要素的相对重要性差异以及对服务补救质量的总体评价。在此基础上为网店如何提高服务补救质量和增加顾客满意度提出对策和建议。关键词：网络购物；服务失误；服务补救；再购意向西南科技大学本科生毕业论文论文IIStudyofdifferenttypesofservicefailureandrecoveryrepurchaseintentionofcustomeronlineshoppingenvironmentAbstract:withthedevelopmentofinformationtechnology,onlineshoppinghasbecomeacommonwayofshopping.Withtherapiddevelopmentofonlineshoppingbusinessatthesametime,theservicefailureintheprocessofonlineshoppinghasoccurredfrequently,seriouslyaffectedthecustomershoppingexperience,reducethecustomershoppingsatisfaction,thecustomerloyaltyhaschanged.Theresearchisbasedonthetheoryofservicefailureandservicerecovery,thefirstservicefailureandservicerecoverytheoryofdomesticandforeignreview;andthenusingthemethodofquestionnaire,collectingconsumerexpectationsofservicerecoveryandfeelingsabouttheexperienceofservicerecovery,therelativeimportanceofdifferentcustomersforshopservicerecoveryfactorsandtheoverallevaluationofthequalityofservicerecovery.Onthebasisofthisshopforhowtoimprovetheservicerecoveryqualityandincreasecustomersatisfaction,putforwardcountermeasuresandsuggestions.Keywords:internetshopping;servicefailure;servicerecovery;repurchaseintention西南科技大学本科生毕业论文III目录一、引论..........................................................................................................................................................1二、文献综述..................................................................................................................................................2（一）服务失误........................................................................................................................................21、服务失误的定义.........................................................................................................................22、服务失误类型..............................................................................................................................23、消费者感知严重程度.................................................................................................................34、网购环境下服务失误的原因及分类.........................................................................................3（二）服务补救........................................................................................................................................41、服务补救的定义.........................................................................................................................42、服务补救对消费者情绪和行为的影响.....................................................................................43、服务补救的方式及时机.............................................................................................................54、网购环境下的服务补救及效应.................................................................................................5（三）顾客满意与顾客再购意向...........................................................................................................61、顾客满意......................................................................................................................................62、顾客再购意向..............................................................................................................................63、服务补救、顾客满意与顾客再购之间的关系.........................................................................74、顾客满意向再购意向转换的影响因素分析.............................................................................7三、研究背景..................................................................................................................................................8（一）研究目的........................................................................................................................................8（二）研究意义........................................................................................................................................81、理论意义......................................................................................................................................82、实践意义......................................................................................................................................8（三）研究方法........................................................................................................................................81、文献阅读......................................................................................................................................92、问卷调查......................................................................................................................................93、数理统计分析..............................................................................................................................9四、研究设计.......................