Empirical Research On The Service Failure Attribution And Recovery Based On E-Commerce

The E-commerce has developed rapidly since the 1990s. With the popularity of the online shopping, it has become the habit of consumer life. However, the failure of online shopping is very common. It is difficult to ensure the customer satisfaction and loyalty. Therefore, It is becoming the important direction for the academic field that study how the service failure attribution impact on the customer satisfaction and how to implement the service recovery effectively.This study is based on the literature reading. It takes the groups who have experienced the online shopping failure as the object of survey, gets 304 samples of data through questionnaire surveys and use the SPSS16.0 to analyze, research the relations of service recovery, service failure attribution, customer satisfaction and loyalty, and get the following conclusions:(1)The service recovery has a significant influence on customer satisfaction and loyalty(2)The customer satisfaction has a significant influence on customer loyalty, and plays an intermediary effect in the process of service recovery impact loyalty.(3)The locus attribution and stability attribution moderate the relationship between service recovery and customer satisfaction.Finally, this study propose some suggestions such as implement the recovery measures according to the failure attribution, complete the process of service recovery, strengthen the measures of service recovery and so on, and points out the shortcomings of this research and prospects for future research directions.