The Research Of Service Recovery Impact On Customer Satisfaction In The E-commerce Environment

In recent years, the scale of China’s e-commerce has been growing rapidly.Due to e-commerce’s convenience, economical and other advantages, more andmore consumers use this new consumption pattern. Nature of the servicedetermines that service failure is inevitable, and service failures becomee-commerce enterprises’ a major obstacle to retain consumers. This paper focuseson the characteristics of e-commerce, and aims at providing practical suggestionsfor the network retailer taking service recovery to improve customer satisfaction.This paper systematically classifies theoretical research of service recoveryand customer satisfaction. According to the characteristics of e-commerce, thispaper defines the concept and elements of service recovery, service failureattributions, perceived justice and customer satisfaction, analyzes therelationship between them. Then this paper put forward the research hypothesisand constructs the theory model of service recovery how to effect customersatisfaction. And this paper studies the consumer who experienced e-commerceservice failure, collects data in the form of a questionnaire, and verifieshypotheses by SPSS17.0.After the discussion of empirically analytical results, the main conclusionsof the research are as follows: Service recoveries have remarkable positiveinfluence on customer satisfaction. Perceived justice mediated the relationbetween Service recoveries and customer satisfaction. Service failure attributionmoderates the relationship between service recoveries and perceived justice.Finally, according to the this paper’s conclusions, in order to improve customersatisfaction, e-commerce enterprises can provide a quick response service,enhance the positive effect of apology, build effective communication channels,take proper compensations, improve customers’ the level of perceive justice, andTake different measures according to service failure attributions.