An Empirical Study Of The Impact Of Online Store Service Recovery To Consumer Satisfaction Based On The Perceived Fairness

Highly developing Internet makes our life new everyday, changing the traditional consuming concept of consumers. With the growing of online shopping technology, logistics and online payment conditions, consumers’ behavior has been gradually extended from the traditional physical store to new forms of online stores. Online shopping market has gained considerable development. However, online shopping body’s separation in time and space has led to frequent service failures, becoming an important factor to restrict the rapid development of China’s online shopping market. In the case of service failure, take timely and effective service recovery will be able to compensate for the losses of customers, and then to re-win customer satisfaction and loyalty.In this paper, in the base of the previous literature review, we expand the service failure and recovery theory from traditional industries to online shopping environment. Based on the view of perceived fairness point, we establish a model of Web store’s service recovery, perceived fairness and customer satisfaction, in order to test the impact of service recovery to customer satisfaction. And further to give suggestions to online seller.On the basis of the literature review, we have developed the scale of the online store service recovery and perceived fairness, and collected information from college students and graduates through questionnaire. Using statistical software SPSS17.0, Amos17.0to analyze the data’s reliability, validity and structural equation modeling, we arrive at the following conclusion of the study:In online shopping environment, service recovery is divided into four dimensions: tangible compensation, response speed, apology and recovery initiative; perceived fairness is divided in four dimensions too:perception of result fair justice, procedural fair justice, interactive fair and information fair.Online store service recovery has a significant impact on customer perceived fairness, but there is a difference among the four dimensions. Tangible compensation has a significant impact on result fair; response speed has a significant impact on procedural fair; apology and recovery initiative have significant impacts on interactive fair;recovery initiative has a significant impact on information fair.Perceived fairness has a significant impact on consumer satisfaction, but there is a difference among the four dimensions. Result fair, procedural fair and interactive fair have significant impacts on consumer satisfaction. The impact of result fair is the most significant, followed by interactive fair. Information fair on customer satisfaction was not significant.Based on the above conclusions, we give online seller some suggestions from the four dimensions of service recovery and perceived fairness, in order to help online seller to make good service recovery, and to improve consumer satisfaction.