| In recent years, negative online reviews followed by the rapid development of online retailing have had an influence on the competitiveness of online retail industry. Online stores in order to eliminate the negative online reviews, provide the people who comment negative reviews online for service recovery, so that customers can achieve the satisfaction and the online stores can improve the competitiveness.The writer according to have a comprehensive and systematic study on service recovery problem of negative online reviews, and based on the equity theory, set the negative online reviews(results negative online review / process type negative online reviews) for two scenarios. The measured were randomly assigned to a scenario, then the within group design, economic compensation(yes / no), response speed(fast / slow), to explain and apologize(yes / no) into 16(2 * 2 * 2 * 2) groups randomly from two level through the single and multi factors group design. The subjects were randomly assigned to each group to answer the questionnaire under the scenario simulation.According to the analysis based on the data collected, it shows that: the impact of service recovery on perceived justice and customer satisfaction have positive relationship significantly; the perception of justice plays a mediating role between service recovery and customer satisfaction; negative comments online type does not affect the speed of response and explain and apologize to the procedural justice and interactive justice perception, but the impact of the economic compensation to the result fairness perceptionAccording to the research conclusion, no matter what kind of negative online reviews occurrence, they should have a quick response speed and sincere explanation and apology, finally they should provide the customer appropriate economic compensation which according to the different types negative online review, and the most important thing is to improve product quality and quality. |
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