A Study On The Relationship Between Service Recovery Equity And Satisfaction In College Students' Online Shopping

In recent years,In recent years,the scale of e-commerce in China has shown explosive growth.Because e-commerce has the advantages of convenience,economy and so on,more and more consumers are using the new model of online shopping.Due to the particularity of online shopping decision service failure is inevitable,The service failure under the electronic commerce environment becomes the obstacle of the electronic commerce enterprise in the fierce competition,therefore seller will take service remedial measures to reduce customer dissatisfaction in order to improve the customer's positive reputation,and while enhancing the visibility and image of the enterprise is particularly important.Nowadays,the number of online shopping in China is increasing,and college students have become the major groups in the online shopping market,College students online shopping consumption levels and the amount is also constantly improved,and now basically have the college students online shopping behavior,Therefore,the study of College Students' online shopping behavior and the risk perception of online shopping,has a certain representation,Therefore,It is of great practical significance to study the relationship between online business service recovery and customer satisfaction for some service providers to develop network marketing strategy and strategic marketing planning,At the same time,this paper studies the relationship between service recovery and satisfaction from the perspective of psychological contract,Therefore this paper aims to analyze college students online shopping.This paper studies the online shopping of college students who have experienced service failure in the e-commerce environment,Literature review and literature review were used to collect data,Then construct the theoretical to forward the hypothesis,Finally,SPSS17.0 is used to carry out statistical analysis to verify the hypothesis,The results of the empirical analysis are discussed and some suggestions are put forward.First of all,on the basis of the research results of customer's psychological contract and service recovery on customer satisfaction.According to the characteristics of e-commerce,the literature review of service failure,service recovery,service failure effect,service recovery effect,the concept of online shopping,the definition and content of psychological contract and customer satisfaction,The related concepts and elements are defined,and the relationship between them is analyzed theoretically.In this paper,based on the theory of fairness and the theory of expectancy inconsistency,using the method of questionnaire,literature review and other methods,paper constructs a theoretical model of the relationship between the service recovery and customer satisfaction based on the moderating effect of psychological contract.In this paper,we find that there are four dimensions of service recovery: equity,interactive justice,procedural justice,information equity and customer satisfaction,At the same time,the four dimensions of service recovery have a significant regression relationship with customer satisfaction,There is a significant positive correlation between the two dimensions of psychological contract and customer satisfaction,and there is a significant regression relationship between psychological contract and customer satisfaction in the two dimensions,It is proved that the relationship between the psychological contract and the customer satisfaction,and the moderating effect of the relational psychological contract is greater than that of the transactional psychological contract.This study found that in the business of service recovery,customer value is the most fair,the fair impact on customer satisfaction,interactive justice and procedural justice have smaller impact on the customer,information justice on customer satisfaction of the smallest.Finally,some suggestions are put forward according to the research?First of all,the online business service recovery needs to focus on establishing long-term relationships with customers,rather than short-term material benefits,In order to make the online business to win the customer's positive word of mouth and satisfaction.Secondly,Business guarantee service recovery eguity,we should pay special attention to the equity of material recovery and customer psychological recovery.Finally,the online business in the process of service recovery needs to respect the customer,the customer needs to reflect the problem to be solved quickly.