Impact Mechanism Of Service Recovery On Customer Repeat Purchase Intention In The B2C E-Commerce Environment

With the rapid development of B2C e-commerce. e-commerce enterprises are facing more intense competition. As the service failure is inevitable, enterprises in the event of service failure should take effective service recovery to retain customers and improve efficiency in the competitive market environment.This paper is a research of sendce recovery in the B2C e-commerce. And firstly built a model to explain the relationship of service recovery and customer satisfaction and customer repeat purchase intention. This paper argues that service recovery include four dimensions of compensation, apology, response speed and recovery initiation, and try to study the impact mechanism of service recovery on customer repeat purchase intention using empirical analysis.After literature review and theoretical analysis, this paper made a questionnaire survey on consumers and totally210valid samples were gathered. Then the research model and hypotheses were testified through ways of correlation analysis, multiple regression analysis and so on. Main conclusions are gained as below:1.The four dimensions of service recovery (Compensation. Response speed. Apology and Recovery initiation) have significantiy positive effects on customer repeat purchase intention in the B2C e-commerce environment.2.The four dimensions of service recovery (Compensation. Response speed. Apology and Recovery initiation) have significantly positive effects on customer satisfaction in the B2C e-commerce environment.3.Customer satisfaction have significantly positive effects on positive effects on customer satisfaction in the B2C e-commerce environment.4.Customer satisfaction have entire mediating effects between the four dimensions of service recovery (Compensation. Response speed. Apology and Recovery initiation) and customer repeat purchase intention in the B2C e-commerce environment.5. ANOVA analysis showed that sex. age. education, occupation and income have no significantly effect the customer repeat purchase intention in the B2C e-commerce environment.