The Influence Of Negative Internet Word-of-mouth Recovery On Consumer Satisfaction

Word-of-mouth is considered as the cheapest and high credibility communication tool and media by scholars in modern society.Some researchers found that, the influence of WOM is seven times higher than media advertisement and four times higher than salesmanship. With the development of internet, netizens express their opinions through BBS,IM,and Blog,forming the new WOM mode, that is Internet WOM. When customers spread negative WOM, the negative information of enterprises is enlarged, repaste repeatedly and further spread more easily. If the company can’t handle negative internet WOM properly, it will cause huge damage to the company. The company should take some necessary measures to reduce losses when facing negative internet WOM, the paper discusses which measure will have a positive effect on perceived justice and customer satisfaction.The paper reviews the literature of WOM,Internet WOM,negative Internet WOM,perceived justice and customer satisfaction, then constructs theoretical model of the influence of negative Internet WOM recovery measures on perceived justice and customer satisfaction, after that, proposes eight variables and some relevant hypothese. After designing questionaire and distributing questionaire to college students online,160copies of questionaires are collected. The paper uses the method of factor analysis to verify validity of the eight variables when analyzing data, and all the hypothese are tenable except one isn’t. Therefore we can get the conclusion that the measures of apology,explanation,fast response and compensation influence the three parts of perceived justice positively, and the three parts of perceived justice influence customer satisfaction positively, while the measure of communication is not.Domestic and foreign scholars seldom research negative Internet WOM, and in this study the innovations are:this article propose recovery measures of negative Internet WOM according to specificity of negative Internet WOM and the measures of service recovery, and bring in the perceived justice to analyze. The result of this study will provide theoretical guidance for the company and relevant information for the researchers as well as subsequent studies.