A Study On The Impact Of Perceived Quality Of Online Store Recovery On Customer WOM Intention

With the environmental sustainability of China’s network infrastructureoptimization and acceleration of the scale of penetration of Internet users, thedevelopment of online shopping market will have a solid foundation. Today, China’sonline shopping market competition is increasingly intense, many online shops grabmarket share by improving their services, optimizing network information system. Alarge number of Internet users brought natural potential customers to online stores.Microblogging era offers the stores’brand a good opportunity for rapid promotion.Meanwhile, convenient and real-time messaging of network demands a higherservice, shops hope that their positive corporate image can be quickly and efficientlyspreaded through word of mouth amony Internet users, reducing advertising costs,but they also worried about that the negative impact of service failure is magnified byword of mouth and eventually lost the original customer base. This paper studies theimpact of perceived quality of online store services recovery on customers word ofmouth intention, not only can provide theoretical basis of the perceived quality ofe-commerce services recovery, and can aslo provide practical remedies referencethrough quantified conclusions.I first collected literature of the quality of service recovery and customer word ofmouth dissemination, and through the literature, the perceived fairness will beselected as a mediator between the two assumptions; I read the models about whichincluding relation between quality of service recovery and perceived fairness attraditional environment, and relations between perceived fairness and the customerword of mouth, combined with the characteristics of e-commerce environment, theoriginal models in other industries had been corrected, then concluded the conceptualmodel which descripes the relationship between the perceived quality of servicerecovery and customer word of mouth communication intention at network stores;then collected a large number of foreign scholars’ measurement of scales on theperceived quality of service recovery and word of mouth communication intentionscale, selected e-business environment experienced in the empirical scale, thenamended with a customer interview, use SPSS16.0statistical software for a validitytesting on small sample asked items, remove the non-compliant items, finally, thefinal scale comes up; last large sample surveys based on valid data were descriptive statistics, validity and reliability analysis, end-correlation analysis and multipleregression the impact of developed relationships between variables, test hypothesesand found most of the hypothesis is supported. Finally come to conclusions, makemanagement recommendations.These are the main conclusions of the study: the quality of service recovery inperceived quality of interaction, procedures perceived quality, perceived quality of theoutcomes and perceived quality of network information on the perceived fairnesswere significant positive impact, but the impact of perceived quality of interaction isgreatest; The four dimensions of the perceived quality of service recovery’s impact onboth the two dimensions of word of mouth the intention is significantly positive, butthe relative influence of perceived fairness is relatively small; perceived fairness ofthe two dimensions of word of mouth intention to have a significant positive impact;perception of fairness are perceived interaction quality, perceived quality and resultsof the program and word of mouth intentions perceived quality dimensions of the twointermediate variables, but the perceived quality of the results of the impact ofperceived fairness of the strength of its impact on the reputation of a considerabledegree; perception fair degree of perceived quality of network information is not aword of mouth intentions mediating between the two dimensions.