The Study Of The Effect Of Service Recovery On Customer Behavior Intention In Online Shopping

With the rapid development of the Internet, new momentum and opportunities were added into the world economy, and network has become an important marketing tool in many enterprises. In recent years, online shopping has been at the level of rapid development in China, more and more consumers have involved in it. However, during shopping online service failure occurs frequently, and which becomes an important factor to hinder development of online shopping. Therefore, how to do service recovery that has become scholars'a focus.Based on the previous research, the traditional industry service failure and service recovery theories were extended to the retail online, through empirical research the relationship among service recovery, customer relationship quality, service failure and behavior intention can be verified, while the theoretical model is proposed under online shopping. This study divides service recovery into two dimensions, which are tangible compensation and intangible compensation, meanwhile service recovery is called service recovery measures. At the same time, the concept of customer relationship quality is introduced into the service recovery' study. At last, service failure attribution is treated as a mediating variable, the influence of customer relationship quality on behavior intention is theoretical analyzed further after service recovery.This study uses questionnaires to collect relevant data, and do some analysis by statistical software SPSS 11.5 and LISREL8.70. Finally, the following conclusions can be obtained:In online shopping, service recovery measure is divided into two dimensions----tangible and intangible compensation, behavior intention is only affected by tangible compensation. While customer relationship quality can directly give remedies satisfaction strong impact, and it can affect remedies satisfaction through service failure attribution. Meanwhile, remedies satisfaction is the strongest factor in behavioral intentions; and the ownership of service failures can affect customer behavior intentions. We also found service failure attribution have negative influence with remedies satisfaction.