摘要：Online retailing sector is a huge potential market with boundless prospect, so now, reducing service failures and increasing customers’ repurchase intention has become the first mission for every online retailer in order to increase their competitive advantages and market shares and to become the industry leader. The goals of this study is to identify the types of service failures that the online shoppers experiencing and which service failure is most critical toward repurchase intention of online shoppers. SPSS statistics analysis method has been used to analyze the data collected from the respondents. According to the result, it confirms that there are five types of service failures have significant relationship to the repurchase intention of online shippers. This study may likely to be a reference for related online retailer to examine their operation performance and customer loyalty in order to provide better services and boost up business in online retailing industry.
