The Recovery Quality Of Network Service On Perceived Value Of Empirical Research

With the rapid development of network technology, online shopping sites flourishes. There are trading platforms specialized in online shopping, such as Tabao and web portals based on B2C shopping, such as Jingdong network and also shopping sites specialized in a certain item, such as VANCL. Besides that, recently, there is a rise of group purchase sites, such as Shake handshandle. While these shopping sites compete more and more fierce and the quality of their services and products rise gradually, which helps gain more popularity in consumers. However, there is a problem which should not be neglected that is the failure of services, for example, product quality problems in Taobao businesses, return of goods and refund in Jingdong network, the temporary destruction of bills in Shake handshandle, and problems of logistics and services distribution in all shopping sites. These problems seriously constraint the development of e-commerce businesses. If these problems are not handled properly and the services cannot be remedied immediately, the e-commerce business enterprise may lose a lot of customers, which will put an end to its survival in the industry. However, once the service failures can be handled properly and timely to recover losses of customers as much as possible, reducing customers’ shopping worry, you will regain the trust and dependence of customers, which not only help to win back the customers but also expand the public praise.This thesis relates service recovery theory, the perception of inconsistent theories to the study of the service failure of e-business to obtain the relation model between consumer perception value and the recovery quality of network service, and test the relationship between variables through questionnaires in the form of network data collection and empirical analysis. Under the relevant theoretical background, the paper develop on two aspects:the relationship between the quality of service recovery and customer perceived value, and how the quality of service recovery affects consumer perception of quality. This paper put a review and summary on the relevant theories in the second part, and on the basis of the relevant theories present the relevance of this model and assumptions in the third part, and verifies the model and assumptions by solid evidence in the forth part.First, when e-commerce service failure occurs, the remedial measures adopted by the enterprise will cause a positive influence on customer perceived value. In the second part of this paper, the author reviews the quality of service recovery, customer perceived value and the relationship between them, and verifies their relationship by solid evidence in the fourth part of the paper to draw the following conclusions:the quality of reactive service recovery has a positive influence on the utility value and relational value of customers; different quality of recovery service leads to different utility value and relational value perceived by customers; the contact quality of service recovery directly affects the utility value of customers.Second, the effect of the remedial measures after service failure will be affected by the consumer online shopping tendencies and online shopping experience. When.the contact remedial measures are takend by e-commerce businesses, the utility value and relational value perceived by the customers will be affected by their network currencies. Similarly, in the recovery services, the reactive quality of the recovery service, remedial quality and the contact quality will be affected by the customers’ online shopping experience. The richer online shopping experience the customers have, the higher the utility and relational value perceived by customers will be improved.