Research On The Impact Of Online Service Remediation Of Virtual Brand Communities On Customer Experience Value

With the popularity and development of the Internet,people’s shopping,travel and other lifestyles have undergone earth-shaking changes,and the mode of enterprises to maintain customers and create enterprise and customer value has also changed.More and more enterprises transfer the channel of maintaining customer relationship and realizing the co-creation of enterprise and customer value from offline to online through the virtual brand community,which not only breaks the limitation of time and space,but also provides more convenient services for customers,and greatly improves the value of customers in experiencing enterprise products or services.However,due to the virtual nature of the Internet,information asymmetry and other problems,leading to the enterprise to provide customers with products and services at the same time,the possibility of service failure greatly increased.Research shows that service failure is one of the main reasons for customer loss.If the enterprise mishandles or ignores the service failure,it will greatly reduce the value perception of customers in the process of experiencing enterprise products and services,and thus reduce the customer experience value.Based on virtual brand community as the research platform,with service recovery paradox,attachment theory as the theoretical basis,such as Apple,Xiaomi,Huawei electronics in the virtual brand community service failure and recovery of the customer as investigation object,through electronic questionnaire distributed in related virtual brand community gather relevant data,this article need to check online service recovery,the relationship between the brand attachment and customer experience value.The results show that online service remediation and each dimension have positive effects on customer experience value and each dimension.Brand attachment positively moderates the relationship between online service remediation and customer experience value.This article through to the domestic and foreign online service recovery,customer experience value for discovery,research related to previous scholars on the service recovery and customer experience value of research,but less on online relationships between service recovery and customer experience value,so in this paper,the virtual brand community as the platform,to explore the effect of service recovery on customer experience value online.At the same time,different degree of customer attachment to brand will also have different impact on the behavior of enterprises and brands.Therefore,this paper introduces brand attachment as a moderator variable of the relationship between online service remedy and customer experience value,which enriches the existing relevant knowledge system.According to the research conclusions,this study puts forward the following marketing Suggestions:first,strengthen online service remedy,reasonable use of remedial measures;Second,strengthen the level of spiritual recovery,and good communication with customers;Third,improve the service level of community workers,improve the efficiency of service recovery;Fourth,extend product brand or service,improve customer’s brand attachment degree.Finally,this study summarizes the limitations of sample size and points out the future research direction.