Research On The Recoverying Of Customer Trust To Net Enterprise After Service Failure

Online shopping market development faces mixed pattern, one is the rapid development ofthe Internet online shopping market driven into the stable and rapid growth, on the other hand,factors of restricting their development emerge in an endless stream. Network security and serviceintegrity becomes influence Internet shopping intention important factors. This study focuses onthis theme of "customer trust repair after service failure", committes to the analysis of how tostandardize, system research repair mechanism to obtain the trust of customers after the networkservice failure produced.The Internet is the customer shopping network to obtain the information of the first channel,followed by relatives and friends introduced; Television is the under network of routes oftransmission is still more important route of transmission, followed by the outdoor advertising andmagazine advertising; Customer online shopping search engine is the most important cognitivechannel of customer online shopping, followed by the shopping website advertising; Clothingjewelry and home furnishing books audio and video products are the main customer networkbuying products. Customer network buying process encountered service failure is the most mainembodiment shop for exaggerated propaganda, quality problems of the the online product,followed by express delivery quality problems; Searching for goods through the shopping searchtool is the product browsing mode of customer shopping network’s most trusted; When customeronline shopping encounters service failure, he goes no longer to service failure shop is the mainchoice of the reaction of choice, the customer for compensation of material has more strongpreference; Return and full refund customers is the most popular way that customers liking best;During online service recovery process the influence factors regaining customers trust the mostimportant is that the person feels respected in service recovery process; Non-institutional factorsof effecting perceived trust repair the main are communication, interpretation, compensation,feedback effect; institutional factors of effecting perceived trust repair the main are preventivesystem and measures; institutional factors of effecting perceived trust repair are trust propensity.After service failure network enterprise trust reconstruction should be from the web sitebuilding, marketing quality and customer point three aspects to execute timely remedial measures.The study collects and arranges the references of network enterprise to restore consumerconfidence, and summarizes the suitable characteristics of the enterprise’s own service failurerecovery strategy, further enriches the service recovery theory.