Research On The Influence Of Online Shopping Service Recovery On Customer Satisfaction Under Different Relationship Stages

With the rapid development of network technology, online shopping as a new shopping mode is gradually accepted by general consumers. At the same time, because the customer can not get a real product and online retailers also can not always control the service delivery process,service failures occur frequently. In order to improve customer satisfaction and minimize the loss caused by service failure, service recovery should be studied.This research takes the customers who are suffering or have experienced online shopping service failure as research object, regard perceived fairness and customer trust as intermediate variable, regard relationship stages as moderating variable, establish the theoretical model and research the dynamic influence of online shopping service recovery on customer satisfaction.The service recovery is divided into tangible compensation, recovery initiative, response speed and apology. The relationship stages are divided into exploration period, development period and mature period. On this basis, this paper puts forward the research hypothesis, makes empirical analysis and ultimately draws conclusions.We found that remedial initiative, response speed and apology have significant positive correlation with customer satisfaction and perceived justice plays intermediary roles in recovery initiative, response speed and apology and customer satisfaction in the exploration and development period. In the mature period, tangible compensation, remedial initiative, response speed and apology have significant positive correlation with customer satisfaction and perceived justice plays intermediary roles in tangible compensation, remedial initiative, response speed and apology and customer satisfaction. In addition, consumer trust plays intermediary roles in response speed and apology and customer satisfaction in the exploration period. Consumer trust plays intermediary roles in remedial initiative and customer satisfaction in the development period. Consumer trust plays intermediary roles in tangible compensation, remedial initiative,response speed and apology and customer satisfaction in the mature period.