An Empirical Research On Service Recovery System Of E-retailer In The B2C Environment

In recent years, with the rapid development of network, online shopping has become a new trend of shopping while changing the consumer’s consumption patterns. With the rapid growth of online shopping, however, it is inevitable for e-retailers to meet with service recovery for the lack of mature management experience. The majority of previous research on e-retailing service recovery has been mainly focused on the customers’ perspective, which is passive handling with customer complaints. However, from the systematic point, service recovery should not only be an after-failure and temporary expedient, but a real-time, initiative and preventive expedient. Besides, the true value of the service recovery is to eliminate service failure through service recovery. Organizations can learn a lot of information from service failure and service recovery and improve the existing service process using the useful information. Furthermore, they may try to avoid service failure happen again.According to the characteristics of the B2 C environment, this study examines service recovery from the operations management perspective of the e-retailing industry in order to investigate the impact of an integrated service recovery system on e-retailers’ capability improvement and market performance. Specifically, this study investigates the structural dimensions of the integrated recovery system. We select employees of Jumei as the respondents, and use SPSS and AMOS to analyze the survey data. The empirical results reveal that e-retailers need to pay attention to establishing an integrated recovery system. The system can facilitate employee job satisfaction and organizational citizenship behavior, ultimately the e-retailer’s market performance.