Research On Service Recovery Paradox In E-Commerce Environment

With popularity of Internet and the rapid development of e-commerce,online shopping has gradually become the preferred shopping mode.However,the intangible,heterogeneous,non-storage,product and consume simultaneously characteristics of service make service failure is inevitable.And compared with offline shopping,virtual character of e-commerce makes the online shopping easier to appear service failure.Service failure will reduce customer satisfaction or cause negative emotions,which will lead to a series of adverse actions to enterprises,such as changing brands,complaining to merchants or others,and spreading negative word-of-mouth.However,Although the inherent nature of the service makes it impossible to achieve "zero defects",relevant practices and studies show that reasonable service recovery can not only restore customer satisfaction,but even make it higher than before,that iscalled service recovery paradox.Therefore,it is an urgent problem for online merchants to eliminate the impact of service failure,restore or improve customer satisfaction,and realize service recovery paradox through service recovery.In recent years,many scholars have paid attention to the problem of service failure and recovery,and systematic studies have been conducted.However,there is still room for further exploration:on the one hand,existing studies on whether the service recovery paradox is true are still controversial.Some researches support the establishment of service recovery paradox.However,other studies have shown that after service failure occurs,even perfect recovery are provided to customers,their satisfaction cannot return to the previous level.on the other hand,the current research mainly focus on traditional service industry(such as catering,accommodation,bank,etc.),research on online shopping situation is still less.Although online shopping does not change the basic principles of service marketing,compared with the traditional environment,the service situation is obviously different,and the key influencing factors and its mechanism will also change accordingly.Therefore,it is necessary to discuss service failure and service recovery in e-commerce environment.This thesis based on phenomenon that people are less satisfied when encountering service failure,while recovery can repair even make customer satisfaction higher than before,we conduct a depth interview to 45 online consumer,then using the grounded theory to analyze and discuss the original data,completed the three-level coding(open coding,axial coding,selective coding),constructed a relatively overall and comprehensive service recovery paradox established mechanism model.The research results show that the formation of service recovery paradox hasgone through two stages: service failure and service recovery.In the first stage,the type of service failure is an important node to determine whether the service recovery paradox can form.In another stage,attribution and individual factors influence customer's recovery expectations,at the same time,customers form perception about recovery,when recovery perception meeting or exceeding recovery expectations,customers are satisfied after recovery,and if the customer satisfaction is higher than before,there is a service recovery paradox.The research results interpret the existing research on whether the service recovery paradox is established,explore the elements and paths of the service recovery paradox in the e-commerce environment,enrich and supplement the theoretical system of service recovery.At the same time,it provides specific management countermeasures and suggestions for online merchants to cope with service failure.