A Study About The Impact That The Online Shopping Of Fresh Agricultural Commodities’ Service Recovery Quality On The Customer Behavior Intention

With the dramatic and rapid development of e-commerce business, the scale of online shopping market is expanding in China. By the end of2012, the usage ratio of online shopping increased to42.9%and the user’s volume has reached247million, with27%the year-on year growth. At the same time, a number of new e-commerce industry emerged. The online shopping of fresh agricultural commodities fills the blank of the e-commerce industry. By the end of2012, the annual sales growth of fresh fruit and seafood is almost400%. However, the failure and complaint of online shopping become more frequent with the rapidly increasing of online shopping business, which has a negative effect on the activity of customers. As a result, it becomes a focus of researchers that, as a enterprise, how to conduct the service recovery from the view of customers’, in order to improve the customer satisfaction and follow-up behavior and solve the problems in fresh agricultural commodities e-commerce business.such as "Hard to sale" and "Expensive to buy".In this article, the service recovery in B2C e-commerce in China will be the investigated object, and the customers who have purchased fresh agricultural commodities on B2C website will be took as the survey object. A theoretical model of service recovery and customer behavior intention is constructed based on the service failure, service recovery and customer relationship quality theories. And an empirical study is proceed to verify the relationship between service remedy quality, customer satisfaction, switching cost and customer behavior intention based on the survey data analysis. In this study, it’s the first time to conduct a research on relationship between customer relationship quality and customer behavior intention, and the customer satisfaction will be took as the mediator variable, the deeper research on the effect between customer relationship quality and customer behavior intention and the relationship between service failure attribution and customer behavior intention. The relationship between customer satisfaction and customer behavior intention will be derived when the switching cost will be taken as the adjusted variable.In this study, questionnaires survey method is used to collect data, two phase method are used to analyze, and the statistical software, such as SPSS17.0and AMOS20.0is used to conduct data analysis. The conclusion is as following:In the theoretical model about the impact that the online shopping of fresh agricultural commodities’ service recovery quality on the customer behavior intention, the quality of the results of the service recovery quality significantly affect the quality of the customer relationship. The direct impact of interaction quality and information quality on the customer behavior intention is not so obvious. The impact of the procedure quality on the relationship quality and customer behavior intention is not obvious. relationship quality plays a role of mediator in the relationship between result quality and customer behavior intention; service failure attribution plays a role of mediator in the relationship between relationship quality and customer satisfaction; Customer satisfaction plays a role of mediator in the relationship between relationship quality and customer behavior intention, and also in the relationship between service failure attribution and customer behavior intention. relationship quality has positively influence on customer satisfaction and customer behavior intention. Customer satisfaction has positively influence on customer behavior intention and could not influence customer behavior intention by switching cost.