Research On The Recovery Strategy Of Online Shopping Service In JX Flagship Store

The intangible and volatile nature of services in online shopping determines its own uncertainty and instability.How to take appropriate service remedy measures to positively interfere with consumer behavior intentions,change the passive status of businesses,and promote consumers to repurchase and even to spread the will of positive word of mouth under the inherent limitations of its virtuality,information asymmetry,and lack of substantiality has already become an important subject for companies in the era of online shopping.This paper takes JX Tmall flagship store as an example to carry out research on online shopping service recovery strategy.First of all,it combs and analyzes the collected literature,explains the background and importance of this research,summarizes the research achievements of scholars,and discusses the notions and theories related to this research.Next,use Python software to capture online comments and conduct emotional analysis and descriptive statistical analysis,combine negative online comments with semi-structured interviews to determine the common types and manifestations of store service failures;The weight calculation is carried out by AHP to obtain the type of service failure and the severity of performance,providing guidance for businesses to reasonably arrange the order of service failure response;Then,based on the actual situation of the store,the causes of service failures were analyzed to lay the foundation for the establishment of the follow-up service recovery pre-response mechanism.Thirdly,478 valid samples were collected by questionnaire method,and SPSS software was used as a mathematical statistics and analysis tool.Through correlation analysis,impact analysis of control variables,and regression analysis,the positive impact of online shopping service recovery on customer behavior intention and customer secondary satisfaction,as well as the positive impact of customer secondary satisfaction on customer behavior intention,were tested;It verifies the effectiveness of the four online shopping service remedies,namely tangible compensation,response speed,apology and initiative to remedy,and lays the foundation for the establishment of the follow-up service remedy initiation and implementation mechanism.Finally,based on the previous research,the JX flagship store service remedy system is builded.The JX flagship store service remedy system is divided into four parts: pre-response,startup,implementation and feedback mechanism.It specifically describes the prevention of common service errors,the avoidance of potential service errors,the start,principle,operation,operation and the feedback of service recovery,which vaildly improves the quality and productiveness of service recovery in JX flagship stores.This article widens the context of research on the relationship between service recovery and customer behavioral intention,provides effective guidance for online shopping merchants to set up and strengthen the service recovery management system,also has reference significance for other service-oriented industries to develop and implement systematic service recovery strategies and improve the service recovery level.