A Study On The Relationship Between Service Failure And Motivation Of Online Shopping Customers' Complaints

Since the beginning of the 21 st century,especially after the popularization of smart phones in 2006,the online shopping industry has become deeply rooted in people's minds.According to the national bureau of statistics,the online retail volume of physical commodities in China reached 5.48 trillion yuan in 2017,along with the rising of online shopping product and service complaints,service failures are common,especially in China's online shopping industry,online transaction service complaints more than 60%.Therefore,it is of great significance for the healthy development of online shopping industry and even the whole service industry to improve and deepen the research on the relationship mechanism between service failure and customer complaint motivation.At present,there is few researches on the customer complaint motivation of different types of service failure,and less attention is paid to the difference of customer complaint motivation of customers with different self-consciousness personality characteristics.From the perspective of paying attention to customers motivation,this study constructed a conceptual model of service failure influencing customer complaint motivation and investigated by the lever of customer selfconsciousness.On the basis of literature researches,with Chinese local online shopping industry and online shopping enterprise service as the background,the questionnaire survey method is adopted to collect relevant evaluation data for analysis,and the hypothesis and theoretical model proposed in this paper is verified.Finally,we put forward the corresponding management enlightenment based on the research.