The Study Of The Effect Of Service Recovery On Customer Satisfaction In On-Line Shopping

Due to the unavoidability of service failure, which is the main reason that customer switch to other service providers. Therefore, how to grasp the moments of truth to carry out service recovery has always been the focus of theory and practice. Previous studies about service failure and recovery not only fully discuss the negative effects of service faiure, but also discuss the positive effects of perceived justice on customers’ satisfaction.As a hot spot in the field of marketing, brand equity has been got lots of attention since it was proposed, however,research esplanation for the role of brand equity in service recovery based on Expectancy Disconfirmation Theory, the categorization effect and assimilation effect of Consumer’s Behavior Theory. However, with the rapid development of on-line shopping, and deepening of brand equity research, the concept of website brand equity been proposed, but, previous research has not examined the role of website brand equity in service recovery.In the review of existing literature and referenceing past research results are put forward, this study summarize the type of service failure that customer encounter in online shops aimed at the service failure that customer encounter in online shops.On this basis,we put forward three kinds of remedy strategies:property remedy, affective remedy and information remedy, and we also introduce website brand equity at the same time in order to discuss its role in service recovery.Through the empirical study, this paper mainly finds the following conclusions:(1)Service recoveries have remarkable positive influence on customer perceived justice. Property remedy impacts the distributive justice significantly, while affective remedy and information remedy impact the interactive and information justice significantly.(2)Website brand equity plays a positively moderates role on the relationship between perceived justice and customers’satisfaction. Such as website brand equity can strengthen the influence of distributive justice on customers’satisfaction, and strengthen the influence of information justice on customers’satisfaction.(3)The three dimensions of customer perceived justice (distributive justice, interactive justice, information justice) has remarkable influence on customers’satisfaction significantly.