Study On The Effect Of Service Recovery On Customer Satisfaction Based On College Students In Online Shopping

With the development of the Internet maturation, Online shopping, as a new type of economic activity of the network in China, is proceeding at an unprecedented rate. At the same time, trading on line, totally separation of time and space, makes buyers and sellers not trade like traditional retail model which has a face-to-face interaction during the entire transaction process. So, it is very difficult for the net business to control the whole service process, which causes high frequency service failure. This has become an important factor to hinder the development of online shopping. However, there are little literatures about service recovery of online shopping. Previous researchers on service recovery are mostly focused on the field of medical hotel and tourismBased on the previous research, the study took the college students who had experienced online shopping failure as survey object, extending the traditional industry service failure and service recovery theories to online shopping and then constructing a relation model between customer satisfaction and service recovery. Developed on the basis of outcome fairness, procedural fairness and interactional fairness from the Equity theory, the study introduced dimensions of equity-information fairness that explains the failure of services. At the same time, the paper also first made expectancy disconfirmation as moderating variable, and theoretically analyzed further the influence on the relationship of equity theory and customer satisfaction.According to related theory and the features of online shopping, a table of service recovery is made. Then questionnaires were applied to collect relevant data, and do the research of small sample research, descriptive statistics, reliability analysis and validity analysis by statistical software SPSS17.0 and AMOS17.0.The results show:(1) tangible compensation, response speed, apology and initiative shows positive effort on equity theory. (2) In the fairness of customer awareness, outcome fairness and interactional fairness shows positive effect on service satisfaction. (3) Expectancy disconfirmation shows positive effect on service satisfaction. (4) Expectancy disconfirmation significantly affects the fairness of awareness and customer satisfaction relationship.Based on the above study, these results indicate 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. Pay attention to the fairness of interactive remedy to strengthen front-line customer service staff recruitment and training. And if net business can improve after-sales service process and make the customer handle service failure selectively by online after sales service procedures to increase the efficiency of the service failure and unload the burden of the front-line customer service staff. In addition, net businesses should objectively describe the information about the product or service, then customers will reduce their high expectations of the product and hence the likelihood of customer dissatisfaction is low.