論文提要
面對網際網路的風潮越來越盛行，上網收發電子郵件是網路族最常做的動作。而且根據美國AmericanGreetings.com(2000)調查報告指出，電子郵件已成為一種人際溝通的方式。電子郵件不僅具有跨越地理限制、快速、便利等優於傳統郵件的特性，更結合影像、聲音、文字等效果，已逐漸取代傳統郵件在溝通及傳遞訊息等弁鄋漲a位。成為企業對個人，或是個人對個人間一種很平常的溝通方式。目前釵h的企業都設置了企業網站以提供電子商務的線上交易、資訊分享、訊息公佈，並提供電子郵件系統，提供顧客和員工與公司溝通的管道。
當顧客對於公司的產品或服務產生不滿的情況下，過去採用傳統郵件抱怨的顧客，未來很可能改採用電子郵件的方式向公司提出抱怨，而公司是否回應顧客、回應時間的長短，以及在回應顧客的電子郵件當中應該包含怎樣的特性才能讓顧客感覺到受重視的感覺，並提升顧客的滿意度。以往在傳統郵件抱怨回應中對於顧客知覺重視與顧客滿意有顯著影響的因子，對網路環境的電子郵件而言是否也有相同的效果，對公司而言是值得探討的議題。
本研究採用實驗設計的方式進行，藉由虛擬故事法設計不同情境從中操弄各變數，對以上問題加以分析，希冀能對網路顧客關係管理有所貢獻，研究結果發現：
一、公司對於顧客電子郵件抱怨回應的有無對顧客滿意有顯著的影響。
二、回應時間的長短對於顧客知覺重視與顧客滿意有顯著的影響，當回應時間越短，顧客知覺重視與顧客滿意程度越高。
三、回應內容特性對知覺重視與顧客滿意的影響與傳統郵件研究部分相同，個人化對於知覺重視與顧客滿意有顯著影響。關係建立對知覺重視有顯著影響，對顧客滿意影響則不顯著。有價附件對於知覺重視與顧客滿意沒有顯著影響。
四、回應時間長短與回應內容特性對於知覺重視與顧客滿意有顯著的交互作用。
五、回應中同時包含多種回應內容特性對於知覺重視與顧客滿意並沒有正面的加乘效果。
本研究結合了資訊管理與行銷管理的領域，將傳統郵件顧客抱怨回應的特性擴展到電子郵件上的應用。並對公司顧客關係管理有所貢獻，同時也提供未來後續的研究方向。

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