The Process Of Service Recovery Of Behavioral Intention

While e-commerce has proliferated worldwidely with its unique merits, many studiesshowed that service failures are main factors that prevent e-retailers from buildingconsumer loyalties. As a result, service recovery in the e-retail environment is animportant research field rising swiftly recently.Based on the previous literatures, the research clarified the industrial applicability ofthe service recovery theory and extended the traditional theoretical model of servicefailure and service recovery to the online retailing environment. The researchhypothesized the conceptual model and did empirical research on the relationshipamong service recovery, perceived justice, customer satisfaction and behavioralintention.The moderating role of customer participation between service recovery andperceived justice was first introduced into the model and partially confirmed.The main conclusions of the research are as follows:1) Service recoveries have remarkable positive influence on customer perceived justice. Compensation impacts the distributive justice significantly, response speed impacts the procedural justice significantly, while appology and recovery initiative impact the interactive justice significantly.2) Customer participation moderates the relationship between service recovery and perceived justice. Responsible behavior moderates the relationship between compensation and distributive justice, information sharing moderates the relationship between response speed and procedural justice, while personal interaction moderates the relationship among appology, recovery initiative and interactive justice.3) Customer perceived justice has remarkable influence on customer satisfaction; repurchase intention and word of mouth. Customer satisfaction has remarkable influence on repurchase intention and word of mouth.