Research On The Influence On Customer Satisfaction From Different Types Of Service Failure In B2C Mode

Since 1990 s,with the rapid development of Internet technology,B2 C,a new business mode has been gradually immerged into people's life.Convenient and fast online shopping has gradually become a part of our daily life.Consumers are increasingly inclined to shop on the Internet.According to CNNIC(China Internet Information Center)data,the number of Internet users in China reached 751 million and the number of online shopping users reached 514 million up to June 2017,10.2%increase over end of 2016.China's online shopping market has maintained a rapid and steady growth trend.However,There are many cases of service failure in B2 C mode,and it is hard to avoid for B2 C mainly relies on the shopping mode of virtual platform which is intangible,heterogeneous and perishable.The annual China E-commerce user experience and complaint Monitoring report,published by China E-Commerce Research Center,shows complaints through online delivery,telephone,email,instant messaging and other forms increased year by year and online shopping complaints accounted for more than 50%.Due to the inevitability of service failure,it is promising to analyse the influence of Service failure types on customer satisfaction.In this article,We elaborates ample researches on Service failure,service remedies and customer satisfaction at home and abroad.Then,We further expounds the concepts of service failure and customer satisfaction.According to the previous research results and the development status and characteristics of the B2 C model in China.Based on the SERVQUAL model,we carried out the exploratory factor analysis and divided the service failure type into five dimensions.Through the structural equation model to verify,we have futher discussion on causality of customer satisfaction.A questionnaire was designed for customers' perception of severity,satisfaction and satisfaction with different service remediation measures.The weight value of the influencing factors of customer satisfaction is determined by fuzzy comprehensive evaluation method.And then according to the statistics and weight of satisfaction,we obtain the results ofcustomer satisfaction on service failure and satisfaction of service remedies.