Research On The Relationship Among Service Recovery,Service Failure Attribution And Customer Subsequent Behavioral Intention

With the gradual popularization of the Internet,the number of online shopping users is increasing.Although online shopping enterprises strive to provide high-quality services to improve their competitiveness in the market,service failure happens occasionally,it is difficult to avoid.Taking effective service remedy measures online shopping enterprises to reduce the negative impact of service failure on corporate reputation and performance has been widely concerned by online shopping enterprises.Based on attribution theory,this article includes service recovery,service failure attribution and customer subsequent behavior intention into the same theoretical framework.In the specific context of online shopping,this article discusses the relation among service recovery,service failure attribution and the customer subsequent behavior intention,so as to put forward practical suggestions for the service management of online shopping enterprises.Based on the attribution theory,this article puts forward the theoretical assumptions of the relationship among service recovery,service failure attribution and customer subsequent behavior intention,and constructs a theoretical model about the relationships.The survey data on online shopping customer is used to empirically test the proposed research hypotheses.Service recovery is divided into two dimensions: material remedy and mental remedy.Service failure attribution is divided into three dimensions: attributional attribution,stability attribution and controllability attribution.Customer subsequent behavior intention is divided into two dimensions: positive word of mouth and repurchase intention.This article explores the impact of service recovery on service failure attribution,the impact of service failure attribution on customer behavior intentions,and the mediating role of service failure attribution in service recovery and customer subsequent behavior intention relations.The study reached the following conclusions:(1)service recovery(material recovery and mental recovery)has a negative influence on service failure attribution(attributional attribution,stability attribution and controllability attribution);(2)the attribution of service failure(attributional attribution,stability attribution and controllability attribution)has a negative influence on the subsequent behavioral intentions of customers(positive word of mouth and repurchase intention);(3)service recovery has a positive impact on the subsequent behavioral intention of customers;(4)service failure attribution plays an intermediary role in the impact of service recovery on customer subsequent behavior intention.Attributional attribution,stability attribution and controllability attribution mediated the relationship between mental recovery and customer subsequent behavioral intention(positive word of mouth and repurchase intention)respectively;stability attribution mediated the relationship between material recovery and positive word of mouth.Based on the above research conclusions,this article concludes that onli ne shopping companies should pay more attention to service recovery.At the same time,they should attach importance to customers' determination of the cause of service failure and analyze it to reduce customer dissatisfaction,increase customer repurchase intention and positive word of mouth.