| With the development of information technology, network transmission speed and security of online transactions further enhance. Online shopping makes rapid progress by its convenient and low cost in China. However, the same as traditional service industries, service failure happen anytime and anywhere. The online consumer and network retailers can not be avoided. Online retail reduces the direct interpersonal contact, but a "virtual service provider" and the real-world behavior plague the retail market. The various service failures still emerge. After the service failure, if enterprise doesn't treat it properly, the customer most likely to turn to other enterprises once the customer has other options. Services recovery can not only eliminate the impact of service failure and regain customer satisfaction, but also enhance the quality of service performance and prevent potential service failures. At the same time, they can improve the service delivery system by the information of the service failure and recovery and provide customers increasingly high-quality services.The environment between the internet and traditional retail has very different. This means the service failure and recovery in the internet has different on the real world. This makes more difficult to recovery, because the transactions authorized by the lack of participation. For the problems and difficulties online shopping, at present some of the after-sales service network of retailers can be said. However, these services are passive marketing. The main reason for the existence of such networks is that many retailers are often concentrated in the sales phase of the strategy, that is, from the product characteristics, customer characteristics, on the website of the perceptual characteristics, the online retailer attract customers to buy. The online retail enterprises ignored the service failure and remedy. Based on this, it is obviously of great significance that we study online service failure and recovery.Throwing studying the original literature, the author demonstrates the industry limitations of the theory of the traditional remedial services and building the online service failure and recovery model. These views of the study are the service recovery expectations, service recovery performance and recovery disconfirmation. In the field of argumentation, the author draw a conclusion of the services recovery model suitable on the online environment, and test the hypothesis of the recovery process of the relationship of factors through empirical data analysis. Papers tightly grasp three issues: (1) the relationship of service recovery expectation and behavioral intention; (2) the relationship of service recovery performance and behavioral intention;(3) the relationship of service recovery disconfirmation and behavior intention. In view of the above questions, the author proposes the model of the relationship of service recovery and customer behavior intention based on the original theory in Chapter III, and in the fourth, fifth chapter, the author propose many hypothesis on service recovery expectation, performance and behavior intention through qualitative, and in the sixth chapter, test the proposed hypothesis through quantitative analysis.Firstly, the author argues the relationship of service recovery expectation and behavior intention. After the happening of service failure, the effectiveness of service recovery has the relation of the service recovery expectation. In the Chapter IV , the author firstly analyzes the impact factors of service recovery expectations, that is, the type of service failure, the seriousness of service failure, the involvement of the customer, service failure attribution and service relationship; Secondly, the author proposes the mechanism of the impact of the factors; finally, in Chapter VI ,the author analysis the survey data from the online retail and test the proposed hypothesis and draw the following conclusions: (1) the types of the service failure has the different impact on the service recovery expectation; (2) the serious of the service failure has a significant positive correlation on the failure expectations; (3) the attribution of service failure has the different impact on the service recovery expectation; (4) the degree of customer involvement has a significant positive correlation on service recovery expectations; (5)the type of service relationship has the different impact on the service recovery expectation; (6) the service recovery expectation have a negative impact on customer behavior intention.Secondly, the author argues the relationship of the service recovery performance and customer behavioral intention. This section first defines the concept of service recovery performance, and establish a service recovery performance dimension; then by analysis the relationship of service recovery performance dimensions and the customer behavioral intention; then propose customers perceive fairness and customer participation and analysis their roles in the process of service recovery; finally, test assumptions through empirical analysis of Chapter VI. The following are the conclusions: (1) service recovery performance has a significant impact on customer perceived service fairness, but the impact of the four dimensions are different; (2) customer participation is an adjustment role in the process of service recovery affect the perceive fairness, but the degree of the adjustment is different; (3) customer perceive fairness dimensions has a significant impact on customer behavioral intention.Thirdly, the author argues the relationship of the recovery disconfirmation and customer behavioral intention. The recovery disconfirmation is divided to three segments: outcome disconfirmation, process disconfirmation and interactive disconfirmation. Then, the author compares the effective of three dimensional on the customer behavior intention. Through the analysis on survey questionnaire, the author draws a conclusion: the recovery disconfirmation has a signification positive effective on customer behavior intention.
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