Research On The Influence Of Service Recovery Transparency On The Behavior Intentions Of Bystanders In The Social Media Environment

More and more,social media platforms have become the main channels for communication and interaction between customers and merchants,as well as to understand the information about products and merchants.They have also become an important way for customers to complain and merchants to the service recovery and solve problems.In the contextof social media,the service recovery for customer complaints and their impact on other bystanders have become the focus of merchants and the research hotspot of academia.Few studies have focused on the influence of service recovery transparency on the behavior intention of bystanders until now.It is of theoretical significance and practical value to explore the influence of service recovery transparency on the behavior intention of bystanders as well as its internal mechanism.Based on the literature review and the background of service recovery in social media environment,this paper conducts relevant researches:(1)Based on social learning theory,this paper explored the influence of service recovery transparency on the word-of-mouth and purchase intention of bystanders;(2)Based on the theory of deontic justice,this paper explored the mediating effect of deontic justice between service recovery transparency and word-ofmouth and purchase intention of bystanders.(3)Based on the cognitive experiential self theory,we explored the moderating effect of dual processing on the relationship between service recovery transparency and deontic justice;(4)According to the different characteristics of different product types,the moderating effect of product type on the relationship between service recovery transparency and the word-of-mouth and purchase intention of bystanders was explored.In this study,four scenarios were used to test the hypothesis.The results showed that service recovery transparency has a significant positive effect on the word-of-mouth and purchase intention of the bystanders.When the service recovery is transparent,the bystanders have a stronger word-of-mouth and purchase intention than when the service recovery is opaque.Deontic justice mediates the relationship between service recovery transparency and bystanders’ word-of-mouth and purchase intention.Compare with non-transparent service recovery,bystanders’ perceived deontic justice is higher when service recovery is transparent,which leads to stronger word of mouth and purchase intention.With different information processing mode,the influence of service recovery transparency on the deontic justice of bystanders is different.Compare to the rational processing way,when bystanders use experience processing way,non-transparent service recovery will lead to lower deontic justice.But with different information processing mode,transparent service recovery to bystanders,deontic justice had no significant difference;For different types of products,service recovery transparency has different effects on the word-of-mouth and purchase intention of bystanders.Compare with search-type products,service recovery transparency of experience-type products leads to stronger word-of-mouth and purchase intention of bystanders.The conclusion of this study has important theoretical significance for deepening and expanding related researches on service recovery transparency,and has important practical significance for guiding merchants to carry out social media service recovery.