The Impact Of Online Shopping Logistics Service Failure On Customer Satisfaction

Any failure in one aspect of an e-commerce transaction will produce a negative spillover effect,causing the customer to be dissatisfied with the ability of the online merchant.How to reduce the negative effects brought by online shopping logistics service failure has aroused widespread concern of scholars and practitioners.The study used the empirical analysis method to research.Firstly,it discussed the impact of logistics service failure on customer satisfaction.Secondly,it explored the impact of customer's distributive justice perception,procedural justice perception and interactive justice perception of service recovery on the relationship between online shopping logistics service failure and customer satisfaction.Finally,the impact of customer participation in service recovery between online shopping service failure and customer satisfaction was investigated.Through the literature review,the researcher put forward the hypothesis based on the results and limits of current research.The study utilized a widely used maturity scale with good reliability and validity,collected data through the online research platform “Wenjuanxing”,and finally collected 359 valid questionnaires.The collected data were analyzed and processed by using SPSS23 and AMOS17 software,and the hypothesis test of the model was constructed by the regression analysis.The results are summarized below:1.Online shopping logistics service failure negatively impact on customer satisfaction;2.After encountering logistics service failure,when distributive justice is higher,the negative impact of the online shopping logistics service failure on customer satisfaction is weaker;3.After encountering logistics service failure,when procedural justice is higher,the negative impact of the online shopping logistics service failure on customer satisfaction is weaker;4.After encountering logistics service failure,when interactional justice is higher,the negative impact of the online shopping logistics service failure on customer satisfaction is weaker;5.After encountering logistics service failure,when the customer's independent participation in the online shopping logistics service recovery is higher,the negative impact of the online shopping logistics service failure on customer satisfaction is weaker;The research not only enriched the study of service failure and recovery in the specific context of online shopping logistics service failure,but also expanded the related study on customer perceived justice and customer participation.The research results provide a reference for online merchants to manage customer service experience,helping online merchants better understand customers and avoid customer churn.