| With the development of Internet and the acceleration of people’s life rhythm, more and more people begin to shop online. In recent years, B2C online shopping has occupied larger and larger proportion of online shopping. However, since Internet users in China gradually become saturated, the growth rate of customers shopping online will slowly tend to ease. How to improve customer viscous, make customer groups stable, and reduce company’s marketing cost are the emergent questions that B2C companies need to consider. Moreover, the competition in B2C market indicates that most companies’ cash flows are very tense, and the entrance of traditional companies makes the market competition fiercer and the degree of industrial integration higher.Thus price war is not a permanent approach for companies to compete.Researchers at home and aboard have investigated the influence of attribution of servicefailure and perceived justice on customer’s satisfaction. But most empirical research focusedon traditional service industry. Only few studies investigate how to deal with service failurefrom corporation management perspective.This paper consists of five parts. Part one is introduction, in which I mainly elaborate theresearch background, research purpose, research implication, research framework andresearch method. The current development situation of Internet and e-commerce of China,and the bottleneck of e-commerce, especially the development of B2C companies are statedin this part. B2C companies need to change their way from blindly expanding consumer groupsto form stable customer groups with loyalty and high contribution, to reduce the operation costand survive in the fierce industry competition and integration. Meanwhile, this part also statethe purpose of writing this paper from theoretical and practical perspective, and introduce the framework and research method of this paper. Part two is literature review. I briefly reviewstudies about attribution of service failure, perceived justice, customer’s satisfaction andrepurchase intention. I also indicate the relationships among these constructs setting solidtheoretical bases for my research. Part three includes research hypotheses and constructionof model. Combining with literature review, I come up with my research model, according towhich I come up with my research hypotheses, select research measurements, and designquestionnaire. Part four is empirical analysis. In this part, SPSS20.0is used, and reliability ofquestionnaire is tested. Then I use hierarchical regression to test my model. Part five includesconclusion and future research. According to the results, I make conclusion in this part. And Ilisted corresponding suggestions for practical management. At the same time, I state thelimitation of my research and in the end offer some guidance for future research.The result indicates that the attribution of service failure has significant negative influence oncustomer’s satisfaction which in turn positively influence repurchase intention. But perceivedjustice influences customer’s satisfaction in the opposite way. The moderating effect ofoutcome justice on the relationship between stability and satisfaction, and the moderatingeffect of procedural justice on the relationship between control and satisfaction are notsupported. The relationship between all three dimensions of attribution of service failure andsatisfaction is not moderated by informational justice. The rest hypotheses are supported.This paper not only investigates the direct influence of perceived justice on customer’ssatisfaction, but also exams the moderating effect of perceived justice on this relationship,which further enriches existing research. On the other hand, this paper studies the effect ofattribution of service failure and perceived justice on customer’s satisfaction and the effect ofsatisfaction on repurchase intention in B2C online shopping context, which compliments theresearch in this field. |
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