An Empirical Study Of Customer Service Recovery Expectations And Its Influencing Factors

In recent years, with the explosive development of e-commerce, online shopping has becomeincreasingly frequent. However, it relates to the integration of online sales and net courierchannels. At present, however, both of which integration is not perfect, leading to servicefailure abound, especially the network courier service failure phenomenon is more serious.After the service failure, service recovery has become a key part of the enterprise to maintainthe customer relationship. An important factor to influence the effect of service recovery isservice recovery expectations. What factors influence customer expectations of servicerecovery, how to reduce the customer’s service recovery expectation, it is worth studying.However, in the existing literature, the study of factors affecting service recoveryexpectations are limited, and mainly for general purchasing situations, lack of research in thecontext of a combination of two channels in the online and offline. And encountered theexpress service failure in online shopping, the customer should ask the express to implementservice recovery, but in reality tends to complain to the sellers. Based on this, we takeexpress service failure in the context of online shopping as the background, trying to explorethe various factors affecting service recovery expectations.First, with the combination of literature research, and the use of attribution theory, socialexchange theory, we build a research model of "customer service recovery expectations andits influencing factors on the situation of express (third party) service failure". In the model,we discuss about these factors respectively on the customers’ service recovery expectationsto the express or to the sellers, and the difference between them, including the attributableand seriousness of the express service failure.Secondly, we enhanced empirical research. We investigated the customers who experiencedexpress service failure in the network shopping with the real situation of questionnaires, andcollected308valid data. Then we analysis the data with SPSS17.0to test hypotheses, madeexplanation to the rejected assumption accordingly, and modified the research model.The results showed that:a. The attribution to the vesting side of express service failure not only affects the"customers’ service recovery expectations to the express "and "customers’ servicerecovery expectations to the sellers", but also affects “the service recovery expectationgap between them”.b. The attribution to controllability of express service failure doesn’t affect the "customers’ service recovery expectations to the express "and "customers’ service recoveryexpectations to the sellers", but affects “the service recovery expectation gap betweenthem”.c. The seriousness of express service failure positively impacts on the "customers’ servicerecovery expectations to the express" and "customers’ service recovery expectations tothe sellers".Finally, we discussed of research results, analysis of research revelation, and pointed out thestudy limitations and future research directions.