Research On Relationship Between Online Store Servicerecovery And Customer Satisfaction

Since the1990s, with the popularity of Internet applications and the rapiddevelopment of e-commerce, online shopping are welcome by more and moreInternet users. At the same time, Online shopping service failures occurs frequently,which has caused widespread concern in the community. Under the environment ofe-commerce, how companies should respond effectively to service failure, in recentyears, has become one of the hot issues in academic research.This study takes the relationship between online store service recovery andcustomer satisfaction as its research object, introduces perceived fairness andcustomer relationship quality as an intermediate variable, and establishes a theoreticalmodel. Then the author tests and fixes the model by using empirical analysis method,and gives suggestion to online store management according to the conclusion of thisstudy.This study confirms that each dimension of online store service recovery haspositive influence on customer satisfaction with different degree, while the physicalcompensation plays the most important role. And the three dimensions of perceivedfairness play intermediary roles in the process of service recovery influencingcustomer satisfaction. Meanwhile, this study put forward the hypothesis that therelationship between customer and online store plays an important role in the wholemodel as regulating variable, and validates this hypothesis. Besides, this research alsofound that each dimension of online store service recovery affects two dimensions ofcustomer perceived fairness. In particular, physical compensation affects DistributiveJustice and procedural justice; speed of response affects procedural justice andinteractional justice; apology affects Distributive Justice and interactional justice;Remedial initiative affects procedural justice and interactional justice.Restricted by time and other conditions, this study still has many disadvantages.Above all, the assumption failed to present in a more real way, Part of the subjectsmay can’t fully integrate into it. Secondly, the model is not perfect, many factorshaven’t been considered, which probably are very important, such as Failure types and Failure cause. The research of future can extend and deepen this study’s model,consider the Influence Mechanism between Related factors more roundly.