Study The Influence Of The Online Service Recovery On Customer Loyalty

Due to the increasing number of the Internet cyber consumers and the improvement of the cyber consuming environment,the E-commerce represented by shopping on line has enjoyed the rapid development in our country.However,because of the segregation of both sides in online shopping transactions and the existence of the Internet as the medium,the online service faults have presented new features.Meanwhile,the service recovery in cyber environment is confronting the new challenges. Therefore,it is so vital for the retailers to take efficient recovery actions to maintain and regain the loyalty of the consumers.This essay researches on the online service recovery and combines the correlative research home and abroad to put forward the research mode and hypothesis of the influence exerted by online service recovery on consumer loyalty.And the online service recovery has been divided into6factors as apology,compensation,recovery initiative,responsiveness, system and connection.In the research process,this essay mainly discusses the influence from online service recovery to consumer loyalty by relationship quality as the intervening variable.The function of relationship quality mainly has been researched from consumer satisfactory and trust.According to the research purpose,this essay has conducted the random sampling questionnaire survey among the consumers in Xiang tan,Chang sha and Wu han districts.It has also applied the statistic software SPSS17.0to adopt the descriptive analysis,factor analysis,correlative analysis and regression analysis.Finally, the following conclusions have been drawn:Firstly,The division of the online service recovery factors is not fixed,which will vary according to different environment separation factors;secondly, the online service recovery will influence the consumer loyalty directly;thirdly,the online service recovery indirect influence consumer loyalty by relationship quality and the consumer satisfaction of it will significantly influence the consumer trust;fourthly,the characteristics of the consumers vary for all the research variables.