Research On The Impact Of Network Carplatform Service Remediation On Customervalue Co-creation Behavior Under Theshared Economy

In recent years,the sharing economy has developed rapidly in China.As a representative service of the sharing economy,the network car has become an important mode of transportation to meet the daily travel needs of Chinese residents.In the past five years,the development trend of the network car in China has been quite strong.According to relevant statistics,as of June 2019,the number of users of the Internet taxi market in China reached 278 million,an increase of 23.7% compared with the end of 2018.The number of users in the network or express market reached217 million,an increase of 29.4% from the end of 2018.The user usage ratio increased from 23.0% to 28.9%.In the process of continuously creating more value in the network car platform,news reports about the service failure of the network car in the media have also occurred from time to time,especially the consecutive cases of passengers killed by the drivers,causing widespread concern of the public.This incident not only has a great impact on the operation of the Didi's network,but also casts a shadow over the value creation of the entire network.In response to this negative social paradox,researching the service remedy of the network car platform can not only improve its service quality,but also enable the public to safely use the network car travel platform to continue its mission of creating value,while also enriching the content of the research about the value creation of the sharing economy.This study is sensitive to the incident of dripping passengers and the treatment of the Didi platform before and after the incident.The network car platform is the research object,the service remediation is taken as the entry point,the SOR theoretical model,the social exchange theory,the customer-driven logic as the theoretical basis,explored the impact of service remedies(material compensation,timeliness,apology,prevention initiative),perceived fairness(distribution fairness,procedural fairness,and interactive fairness)on customer value co-creation behavior.Firstly,through the combing and analysing the related literature of every variables,the research hypothesis of this paper are proposed,and the theoretical model of service remediation affecting customer value co-creation behavior is constructed.After theresearch hypothesis and the construction model were put forward,the questionnaire which designed based on the mature item measurement scale and the actual scene was distributed by questionnaires.And the pre-study was conducted.After deleting the items that did not meet the requirements according to the results of the pre-study,a formal questionnaire survey was conducted,and a total of 329 valid questionnaires were retrieved.The reliability and validity analysis,hypothesis verification and mediation analysis were carried out by SPSS software and AMOS software respectively.The results showed that:(1)Material compensation and apology dimension have a significant positive impact on customer value co-creation behavior.Timeliness and prevention initiative have no significant impact on customer value co-creation behavior.(2)Material compensation has a significant positive impact on distribution equity.Timeliness has a significant positive impact on procedural fairness.Both apology and prevention initiative have a significant positive impact on interaction equity.(3)Perceived fairness has a significant positive impact on customer value co-creation behavior;(4)Perceived fairness Play a mediating role in service remediation and customer value co-creation.Finally,according to the current operation situation of the network car platform and the conclusion of this research,the following suggestions are proposed to improve the service remediation quality of the network car platform and promote the customer value creation:(1)Improve the quality of service remediation of the network car platform through customer service management reform;(2)Realize the value of the whole process by optimizing the service in stages;(3)Increase the supervision and punishment of drivers to enhance the public's fair perception;(4)Enhance the positive image of the company through innovative marketing methods;(5)Expand the audience by setting up special driver team.