Research On The Remedy Of Service Failure Of Network Retail Enterprises

With the optimization of the network and the accelerated penetration of the scale of netizens,many traditional retail businesses have entered the online retail industry one after another,taking online retail as a new profit growth point.But the failure of online retail service is a common phenomenon,which has become the main factor restricting the development of online retailing.In the process of online retail,the failure of service is common because the online retail enterprise can not control the process of service delivery completely.The fairness of customer's perception of remedial measures taken by online retail enterprises after service failure will directly affect customer loyalty.However,the attribution of customer service failure plays an important role in regulating the impact of customer perception on customer loyalty.On the basis of a large number of literature review,this paper studies the service remediation of the network retail enterprises based on the customer-perceived perspective,and studies the effect of the customer-perceived results on the customer loyalty based on the four sub-variables of fairness,fair procedure,fair distribution and information fairness.The effect of failure attribution of service on customer-perceived fairness and customer loyalty is also discussed.The research uses the SPSS20 to carry out the empirical analysis.The results show that the relationship between the service remedy and the perceived fair latitude: the in-kind compensation is positively related to the distribution fairness.The spirit compensation is positively related to the interaction fairness,the remedial initiative is negatively correlated with the information fairness,the response speed is positively related to the process fairness,the relation between the perceived fairness and the customer loyalty behavior is that the process is fair,the interaction is fair,the information fairness has a positive effect on the customer loyalty,and the service failure stability attribution,The attribution attribution has a regulating effect on the customer's perception and the customer's loyalty.Finally,there are some countermeasures that we can draw conclusions on how to implement service remedy in e-retail enterprises based on empirical analysis.At the same time,it points out the deficiency and prospect of the research in future.