探討顧客面對全通路下發生的資安危機及公司的補償 方式會有什麼反應;How customers react to the response from the company after a data breach event in Omni-Channel retailing

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题名:	探討顧客面對全通路下發生的資安危機及公司的補償方式會有什麼反應;How customers react to the response from the company after a data breach event in Omni-Channel retailing
作者:	劉芷芸;Liu, Chih-Yun
贡献者:	資訊管理學系
关键词:	資料洩漏;全通路零售業;補償策略;信任修補;資料洩漏後的顧客反應;Data breach;omni-channel retailing;compensation strategy;trust repair;postbreach behavior
日期:	2019-07-01
上传时间:	2019-09-03 15:39:38 (UTC+8)
出版者:	國立中央大學
摘要:	根據之前服務失敗相關研究，本研究的假說制定將探討在全通路零售業的環境下發生重大數據洩漏後，相關的服務補償策略會對於客戶的反應造成什麼影響。除此之外，本文也將討論在數據洩漏事件中，顧客與公司的緊密關係將會在服務補償中造成何種影響，因為之前有學者發現，當客戶與公司的緊密程度不同，在面對收到不同補償策略時會導致不同的客戶反應。本文的資料是由8 個實驗情境收集而來: 2 (關係品質:強v.s.弱) x 4 (補償策略: 保持沉默 v.s. 道歉 v.s. 財務補償 v.s. 安全監控補償)。本研究最後指出，當一個很嚴重的資料洩漏事件發生在全通路的環境中，服務補償策略相對於保持緘默是非常重要的信任補救措施，而針對不同關係品值的顧客會有相對應效果較顯著的補救策略。對於資安事件層出不窮及全通路快速發展的時代，本研究對於零售商具有實用的參考價值。;Based on previous service failures research, we develop hypotheses regarding the effect of compensation on customer outcomes following a significant data breach and consequent service recovery effort in the omni-channel retailing context. In addition, we discuss the impact of the high and low relation quality of customers moderating in data breach event because that prior studies had found that the degree of customers’ relation quality of the company might affect customers’ post-breach reaction when they receive different compensations. Data were gathered by an experimental design with 8 scenarios: 2 (relation quality: high v.s. low) x 4 (recovery plan: reticence v.s. apology v.s. financial compensation v.s. security monitoring). Our findings are valuable for retailers to implement when a significant data breach happens in the omni-channel retailing. The study concludes that when a very serious data breach event occurs in a well-integrated omni-channel environment, the compensation strategy is a very important trust remedy relative to reticence strategy. Customers with different relationship quality will have a relative significant compensation strategy. This research has practical reference value for retailers in the era of endless stream of data breach and rapid development of omni-channel retailing.
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