The Study On Relationship Among Justice Perception Of Service Recovery, Relationship Quality And Customer Loyalty Of Online Shopping

In the age of Internet, commercial activities have changed dramatically. The most significant transformation is that transaction platforms have evolved from physical to virtual form. Although commercial channels have diversified, service quality requirement of consumers never changed. While the retail e-commerce virtually impossible to completely avoid service failures, the ability of firms to recover after service failure is important. On one hand it can abate consumers’discontent; on the other hand it can help e-retailer win victory in the keen market competition. Therefore, this study begins with consumer perception of service recovery, and adapts the justice theory to evaluate their perception. In addition, this paper discusses the relationship among justice perception of service recovery, relationship quality, and consumer loyalty. Finally, this investigation explores whether or not there are moderate effects of cumulative online purchasing experience.This study adopted structural equation model to test the correlation among all constructs. The results show that justice perception of service recovery positively affects relationship quality and consumer loyalty; relationship quality positively affects and consumer loyalty; relationship quality play the mediate role in the relationship of justice perception of service recovery and consumer loyalty. The result of dimensionality research shows that distributive justice and international justice positively affects relationship quality and consumer loyalty. Finally, this investigation finds that the moderate effect of cumulative online shopping experience is significant in the relationship between relationship quality and consumer loyalty. According to the study result, this paper gives some suggestions. On one hand, the e-retailer should try to improve the service recovery quality of distributive justice> interactional justice and procedural justice to strengthen the relationship with customers. On the other hand the e-retailer should try to make service quality better.