Network Retail Trade Services Of Failure And Remedy Empirical Research

With the rapid development of E-commerce, the traditional retail enterprises have been entering the online market, they see e-retailing as a new profit growth point, but the failure of e-retailing is very common, becoming an important factor of restricting the development of e-retailing. The provision and consumption of the service happens at the same time, and e-retailers don’t implement the complete control of the service delivery process, so it is difficult to avoid service failure. Once service failure occurs, the e-retailing enterprises implement service recoveries with analyzing service failure attribution will directly affect the satisfaction of the customer secondary satisfaction. So it is of great significance to research the attribution for service failure and recovery in network environment.Based on extensive research review, combined with the characteristics of the B2C e-retailing, the study establishes the model of research:service recovery as antecedent variable, perceived fair as an intermediary variable, the attribution for service failure as the manipulated variable, and customer secondary satisfaction as a result variable. Service recovery affects customer secondary satisfaction by perceived fair, the attribution for service failure has moderating effect to customer secondary satisfaction and perceived fair.This article uses empirical analysis to verify the research model and data collect through the questionnaire, using Spass16.0and Amos17.0statistical software to analysis the data with the methods as follows:factor analysis, regression analysis, structural equation model and reliability and validity testing. The empirical analysis adopts two phases:pre-survey and formal investigation. The conclusions are as follows:1.The relationship between the dimensions of service recovery and perceived fair:material compensation has a positive influence on distributive justice, psychological compensation has a positive influence on interactional justice, remedy the initiative and information fair was negatively correlation, the speed of response and procedural justice is positively correlated.2. The relationship between perceived fair and the customer secondary satisfaction:procedural justice, interactional justice and information justice have a positive influence on customer secondary satisfaction, in which information justice is the great significance.3. The stability attribution and belongingness attribution of service failure have a significant moderating effect in perceived fair and customer secondary satisfaction.Finally, according to the conclusions of the empirical analysis, the study puts forward some advices about the e-retailing enterprises how to implement service recoveries. And the study points out the shortcomings and prospects.