The Impact Of Service Recovery Quality On Relationship Quality In The E-Commerce Environment

In recent years,E-Commerce has achieved rapid development as a increasingly popular business model.The turnover of E-Commerce transactions was more than 10,000 billion in 2013,which means E-Commerce has developed into a wholeindustry economic phonomenon.However,service failure tends to be more common because of the features of E-commerce.Then high-quality service recovery is of great importance to restore customer-corporate relationship.Researchs show that the service recovery quality perceived by customers has an impact on their evaluation and perception towards the E-Commerce corporation.Their evaluation and perception are exactly the source of corporate reputation.Corporate reputation perceived by customers can help them to build trust towards corporations.Then,corporations can retain customers in the fierce market competion.So this research focusing on the relationship among service recovery quality,perceived corporation reputation and relationship quality is very meaningful.Based on reviewing and analysing the content of the predecessors’research,this research took service recovery in the E-Commerce industry as research object to study the service recovery quality and proposed 4 recovery quality dimensions:result quality,interaction quality,procedure quality and network information quality.The effect of service recovery quality on the relationship quality was analysed from these four dimensions.This research refered to the "Online shop service recovery quality scale" developed by Dr ZHOU (2010) to measure the service recovery quality. Some adaptions were also made accordingly to match the E-Commerce scenario.What’s more,the perceived corporation reputation was brought in as a mediating viarable to examine the relationship between recovery quality and relationship quality.The scale was developed and improved based on the scale of Manfred (2004).And some adaptions were also made to be in accordance with the E-Commerce scenario. The university students and young white-collar were the main respondents.And the data were collected in the form of questionaires.In order to exmamine the relationship among service recovery quality,relationship quality and perceived corporate reputation, this research used SPSS 19.0 software to analyse the data.The main conclusions of this research are as follows:1.Service recovery quality has a positive impact on the relationship quality in the E-Commerce corporations.2.The perceived corporation quality has a postive impact on relationship quality.3. E-Commerce corporations’service recovery quality has a positive impact on corporation reputation.4.The corporation reputation plays an partially mediating role in the relationship between service recovery quality and relationship quality.