| The increasing number of internet users and a better network consumption environment urged E-commerce featured as on-line shopping to have a great development. At the same time, E-commerce disputes showed some new characters because of the separation of time and space and the applications of internet technologies. Service failures and bad service recoveries may become the impediment to the growth of Chinese on-line market. Certain deals being applied to win the customer loyalty when service failures happen can benefit not only on-line shops but also the widening and deepening of Chinese online market. The theoretic and empirical study on the influence of on-line service recovery quality on customer loyalty can improve the theory of on-line service recovery, and can also guide Chinese on-line shops to operate better.This study aimed at service recoveries in B2C and C2C, constructed the service recovery quality model and the measuring scale of on-line shops, and with data from questionnaires empirically tested the influential mechanism of service recovery of on-line shops on customer loyalties. The main contributions of the research are as follows.â‘ Based on the literature review of service quality and e-commerce service quality and consulted from the composition of service recovery, this study built up the multi-level and multi-division model of online store service recovery quality.This model consists of four construct, namely, interaction quality, procedure quality, outcome quality and internet information quality. And the four constructs are composed of eight divisions, namely, apology, explanation, communication, initiative of recovery, responsiveness, compensation, efficiency and contact.â‘¡Developing the measuring scale of perceived quality of online store service recovery, namely, E-ServiceR-QUAL composed of 29 items.This study develops the scale by the psychological measurement procedures,such as document collection,focus-group interviews,expert advice,pre-test,reliability and validity of the scale .â‘¢With Service Failure, Expectancy Disconfirmation Theory, Attribute Theory, Perceived Fairness, Relation Quality Theory and TAM, a comprehensive model of the relationship between service recovery quality of online stores and customer loyalty. With the data from 255 valid questionnaires, SEM was applied to test the theoretic model.The results of multiple regression of factor model of online service recovery expectation show that the failure controllability, the failure seriousness and the sellers'reputation significantly influence the expectations of online service recovery. Secondly, SEM shows that Expectancy Disconfirmation Theory is not suitable to explain Chinese online shopping. Thirdly, the traditional quality of service recovery, namely, process quality, interaction quality and result quality influence the relationship quality through the mediator variable, that is, perceived fairness. The Internet information quality influence the relationship quality through the mediator variables, those are, Perceived Usefulness and Perceived Ease of Use .Fourthly, this study introduces relationship quality including customer satisfaction and customer trust as intermediate variable to dissect the relationship between service recovery quality and customer loyalty. The results show that the two factors both positively influence customer loyalty. Besides, the correlation between customer trust and customer loyalty is significant than that between customer satisfaction and customer loyalty. Fifthly, the failure seriousness is a negative moderator only between customer satisfaction and customer loyalty, but not between customer trust and customer loyalty.Based above study,Expectancy Disconfirmation Theory is not suitable to explain Chinese online shopping because of the concept uncertainty and the inexperience of online shopping. These results tell us that the improvement of customers'perceived fairness of service recovery attitude, service recovery manner and service recovery compensation can greatly increase customer satisfaction and trust. And if customers feel convenient and effective to get the contract information and service recovery information provide by online shops, they will upgrade their customer satisfaction and trust in the online stores. Point 4 and point 5 suggest that in network environment, increasing customer trust can decrease the risk cognition in network shopping, and consequently, can maintain customer loyalty.
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