| With the rapid development of the online shopping economy,many shopping websites and shopping apps have emerged,and the forms of shopping are diverse,and online shopping has become one of the indispensable lifestyles of people.Compared with the traditional business model,online shopping has the advantages of low cost,convenience and richness,but due to its virtuality,information asymmetry and multiple links,consumers will inevitably encounter online shopping service errors such as "logistics delay","product does not match the picture","inflated price" and "product information is missing".As a bridge between online merchants and customers,online customer service is a front-line employee serving customers,which plays a key role in improving customers’ psychological perception and behavior.However,in order to reduce the operating costs of customer service management,some merchants ignore the effective management of online customer service systems,and do not attach much importance to the quality and value of online customer service,which is not conducive to the sustainable development of online merchants.Comprehensive domestic and foreign research shows that the existing research mainly focuses on the service remediation,remediation timing and implementation effect under the traditional business model,and there is still a lack of exploration of how the quality factors of online customer service remediation affect customer psychological perception and customer forgiveness behavior from the perspective of customer service and customer interaction.In summary,in the face of online shopping service errors,how to improve the quality of online customer service remediation to improve customers’ psychological perception and behavior is an issue that the business community and academia need to pay attention to.This study used a mixed research method combining qualitative and quantitative research.Firstly,through in-depth interviews with 20 respondents to obtain the original data,and open coding,spindle coding and selective coding,the quality of online customer service remediation includes five dimensions: empathy,vividness,responsiveness,compensation and visibility,and excavate the relationship between online customer service remediation quality and the impact on customer forgiveness behavior through customer perception support,and initially construct the conceptual framework of this study.Secondly,on the basis of qualitative research,combined with S-O-R theory and social support theory,the research model and research hypothesis of this paper are finally obtained through logical derivation,taking online customer service remediation quality as stimulus source(S),customer perception support as body response(O),and customer forgiveness as behavioral response(R),and the mechanism of online customer service remediation quality on customer forgiveness is discussed.Using store attachment as a moderating variable,the role of store attachment before and after customer perception support was explored.Finally,on the basis of the maturity scale,combined with the discussion of the research group,the measurement items of each variable in this study are formed.The validity of the theoretical model is verified by pre-survey and then formal survey is carried out after the questionnaire is tested.The formal survey was conducted using a combination of online and offline methods,and 747 valid data were finally collected,and the SPSS26.0 and AMOS26.0software were used to perform statistical analysis of the data(descriptive statistical analysis,reliability test,common method deviation test,analysis of variance,correlation analysis,structural equation model and regression analysis),and the analysis reached the following conclusions:(1)The empathy,vividness,responsiveness,compensation and visibility of the quality of online customer service recovery have a significant positive impact on customer forgiveness;(2)The empathy,vividness,responsiveness,compensation and visibility of the quality of online customer service recovery have a significant positive impact on the perceived support for customers;(3)The perceived support for customers has a significant positive impact on customer forgiveness;(4)The perceived support for customers has a partial mediation effect in the relationship between the five dimensions of online customer service recovery quality and customer forgiveness;(5)Store attachment has a positive adjustment effect in the relationship between empathy,vividness,responsiveness and the perceived support for customers of online customer service recovery quality,and there is also a positive adjustment effect in the relationship between the perceived support for customers and customer forgiveness,but there is no adjustment effect in the relationship between the compensation and visibility of online customer service recovery quality and the perceived support for customers.From the perspective of online customer service and customer interaction,this study focuses on the quality of online customer service recovery,explores the stimulation and promotion effect of online customer service recovery quality on the perceived support for customers and customer forgiveness,and selects the role of store attachment to further confirm the quality of customer-merchant relationship in service recovery effect,which provides new ideas for the research of service recovery direction in the context of online shopping.In addition,the conclusions of this paper put forward suggestions for online merchants on how to improve the quality of online customer service recovery,pointing out that businesses should strengthen online customer service training to improve the empathy ability of online customer service,enrich the form of online interaction,improve the quality of customer service response with the help of relevant rules and regulations,enable customers to obtain satisfactory compensation through authorized customer service,improve the customer service system to provide a good interactive environment for customers and customer service,and improve the psychological experience of customers;In daily operations,we should also pay attention to enhancing customers’ attachment to businesses.It can be seen that this study provides a strategic reference for how online merchants can obtain good service recovery effects through customer service. |
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