Research On Service Recovery System Of B2C Online Retail Industry

With the rapid development of online shopping, many service problems occur, more and more scholars start to study the field. B2C is an important part of online retail industry; its service quality should deserve online retail business's attention. Since service failure will damage service quality of business and cause direct or indirect lost. And service recovery just can decrease the influence for service failure, and then customer satisfaction and service quality can be improved.This study focused on B2C online retail services, including the formation mechanism of service failure, service recovery strategy selection, Based on this research, the author established service recovery system model for B2C online retail sector, and analyzed all aspects of the model accordingly, the author hopes this research can help B2C online retail services for improving the quality.This paper firstly described highlighted issues during the development of B2C online retail service and drew the contents of this research, through studying domestic and foreign service recovery theories and analyzing development process and current status of the B2C online retail, the author studied service failure reasons of B2C online retail business by applying service differentiation model. On this basis, this paper presented a number of appropriate remedial strategies.Based on theoretical analysis, this paper built service recovery system model for B2C online retail:forecasting service system, implementing service recovery system, evaluating service recovery system and feedback service system. The forecasting service system is to monitor service failure would happen. The implementing service recovery system means what we should do when service failure happened. The evaluating service recovery system is to evaluate the efficiency of service recovery system. The Feedback service system is to give back information about service recovery to improve the recovery system.In this paper, the author used quantitative analysis tools to do further study about how to identify service failures and what customers evaluate the effect of service recovery. It is done by doing questionnaire about the B2C online retail. Questionnaire design refers to the former scholars and characteristics of B2C online retail and also gets improved. Through analysis of the questionnaire, some service recovery proposals were given to enhance the system's service quality. Finally, the author summarized this paper and drew the conclusions.