Research On The Effect Of Online Service Recovery On Customer Satisfaction And Repurchasing Intention

With the development of science and technology and the popularity of the Internet,our production and lifestyle are undergoing disruptive changes.People can purchase,order meals and travel through the Internet.This not only saves people's time and energy,but also generates Many new industries,such as Taobao,Alipay and Hungry,have effectively integrated Internet resources and further promoted the development of the real economy.Relevant data show that the scale of online shopping platforms such as online shopping continues to grow steadily,and the rapid development of e-commerce continues to drive the reconstruction of consumption patterns.Consumers' ideas and habits for online shopping have also gradually taken shape.Due to differences in online and offline shopping procedures,consumer online shopping creates insecurity and increases the risk of service failure.Enterprises should adopt appropriate service remedial measures to increase consumer satisfaction.However,the existing research only focuses on the effect of service remediation on customer satisfaction.There is not much research on the relationship between customer perceived fairness and the relationship between the two.This article is based on the theory of equity,using perceived fairness as an intermediary variable to study the relationship between online shopping service remediation and customer satisfaction and repurchase intention.In the research process,service remediation was divided into three dimensions: material remedy,mental remedy and positive responsiveness.Perceived fairness was divided into three dimensions: fair distribution,procedural fairness,and interactive fairness.A scale was designed for questionnaire survey and data analysis.Investigate the impact of perceived fairness as a mediator on service remediation and customer satisfaction;perceived fairness as a mediator's influence on service remediation and repurchase intentions;and customer satisfaction's impact on repurchases.Finally,the following conclusions are drawn: Material and psychological remedies positively affect distribution fairness,procedural fairness,and interactional fairness,while positive responsiveness has no significant effect on distributional fairness.It only positively affects procedural fairness and interactional fairness;fairness in distribution,fairness in procedures,and The interactive average has a positive impact on customer satisfaction,but the impact on repurchase intentions is not significant;customer satisfaction is positively affecting repurchase intentions.In addition,procedural fairness and interactive fairness mediate the role of material remedies,mental remedies and positive responsiveness,and customer satisfaction.Allocation fairness plays an intermediary role in material remedies,mental remedies,and customer satisfaction;customer satisfaction is fair and interactive in distribution.There is an intermediary role between fairness and repurchase intention.Based on the above conclusions,it is possible to increase the degree of emphasis on service remediation by enterprises,and at the same time pay attention to the fairness of service remediation,treat all consumers fairly,formulate remedial plans that satisfy consumers,provide them with their own choices,increase customer satisfaction,and thus increase the number of companies performance.