Empirical Study On On-Line Service Recovery Quality And Customer Repeat Purchase INTENTION

With the increase of Internet users and a better network consumption platform, online shopping has had a great development.At the same time, the E-commerce service failure is inevitable because of the separation of time and space and the applications of internet technologies,and how to carry out the service recovery to win customers back has become a hot academic research. Thus, this study discusses the mechanism of service recovery quality and customer repurchase intention under the circumstance of online shopping,and discusses the mediator effect partially of relationship quality.The results of this study could improve the research of this field, and it also has practical guide value to guide Chinese online shops to operate better.Based on the previous research, the traditional industry service failure and service recovery theories were extended to the on-line shopping. This study pointed out that the service recovery quality of online shopping is not only relates to the traditional service quality dimension, but also involves the special dimension of online shopping. Thus,in this study, the service recovery quality is divided into four big dimensions and six small dimensions.The four big dimensions are interaction quality,process quality, outcome quality and online shopping environment quality.And the six small dimensions involve of apology,initiative of recovery, responsiveness, compensation, online shopping information quality and regulation.The customer relationship quality which treated as mediating variable is divided into two dimensions, including e-satisfaction and e-trust.This study is trying to propose a theoretical model which is more suitable for online shopping research through the empirical research of influence relationship between service recovery quality and customer repurchase intention. Then, the study carries on an empirical study of the data collected by the actual research. Finally, we obtain the following conclusions:(1)the service recovery quality has a positive impact on customer repeat purchase intention;(2)the e-satisfaction and e-trust of customer relationship quality have a significant positive impact on customer repeat purchase intention;(3)the e-satisfaction plays mediator effect partially between service recovery quality and customer repeat purchase intention; the e-trust plays mediator effect partially between process quality, outcome quality, on-line shopping recovery environment quality and customer repeat purchase intention. The innovations of this study are as follows:(1)propose and demonstrate the four divisions of service recovery quality under the special environment of online shopping. And especially propose and demonstrate the divisions of online shopping recovery environment quality;(2) with introduction of customer relationship quality to the study of service recovery quality and customer repeat purchase intention, the mechanism model about "service recovery quality-customer relationship quality-customer repeat purchase intention" is built which is more suitably under the circumstance of online shopping;(3)The results of this study show that the influencing factors of service recovery quality on customer repeat purchase intention were significantly different between online shopping and offline shopping,while the former one is reflected in the process quality,and the other one is reflected in the outcome quality.