Research On The Influence Of Service Recovery On Consumer Subsequent Behavioral Intention

In recent years,with the rapid development and progress of network,online shopping has become increasingly popular and mature,there are enough relevant study of online shopping,but the research on service recovery based on the online shopping environment still need to be developed and supplied.Service failure is common and unavoidable in all walks of life,in order to deal with the service failure reasonably,it is important to study on service recovery.At present,the research on service recovery is mostly concentrated in the traditional offline field,the research on service recovery based on online shopping environment is not enough.Based on this background,this paper intends to study on the service recovery measures in online shopping environment,and how to deal with the service failure for online retailers.Through the analysis of the related literature of service recovery,the paper chooses equity theory and social exchange theory as the basic theory,introducing the dimensions of utilitarian recovery and symbolic recovery.Combined with the characteristics of online shopping environment lacking of interpersonal interaction,the paper selects a set of service recovery variables,material compensation,prompt,apology,explanation and courtesy.Based on the influence of these five variables on perceived justice and the influence of perceived justice on customer satisfaction and behavioral intention,the paper constructs the theoretical model and suggests hypotheses.Based on the classical scale in related fields,the paper makes a questionnaire combining with the characteristics of this research,and analyses the data using SPSS software and Smart Pls 2 software,obtaining the results.Results show that the material compensation,prompt,apology,explanation and courtesy respectively has an impact on perceptions of distributive justice,procedural justice and interactive justice.And the perception of distributive justice,procedural justice and interactive justice has positive effect on customer satisfaction and behavioral intention.Although the influence of perceived distributive justice and Interactive justice on the customer repurchase intention and influence of perceived distributive justice on customer positive word of mouth are not notable,the paper gives reasonable explanation.Finally,based on the results of data analysis,the author puts forward some suggestions on how to deal with the service failure,and puts forward the suggestions on the actual recovery for online merchants.