| With the rapid development of the Internet and electronic commerce，as well as thepopularization of the idea of the online consumption, online shopping, which is a new type ofthe shopping pattern, has been accepted widely, and a growing number people tend toshopping online. The market of online shopping gets rapid development in our country.Nevertheless, it come into being a series of problems. According to a survey: the servicefailure of online shopping is one of the important factor, which is restricting the rapiddevelopment of the online shopping. At the same time, the competition between enterpriseshas been extended to offline nowadays，so in order to stand out from the competitive companyand achieve the profit in the fierce market competition, the enterprise must try its best to doservice recovery work. Although scholars have carried on the thorough and extensive studyabout service recovery in the traditional environment, due to the great difference between theonline shopping environment and the traditional environment，the research of the onlineshopping service recovery is less than the tradition.Based on this, the author reviewed the relevant essay, and makes online service recoveryas the research object, the students who experienced online failure as the research sample,with relationship quality as intermediate variable to discuss the relationship of he onlineshopping service recovery, relationship quality and the intention of customer behave, and toresearch the mechanism of the online shopping service recovery on the intention of customerbehave. In this paper, the service recovery is divided into three dimensions, namely, economiccompensation, responsiveness, the compensation initiative, the relationship quality is dividedinto satisfaction, trust, commitment and the intention of customer behave is divided into theintention of repeat purchase and positive word-to-mouth. The author builds research modeland puts forward research hypothesis, then issues the questionnaire in the way of online andoffline, finally, the author use SPSS to make correlation analysis and regression analysis toacquire research conclusion.By the research, the author find that the dimensions of online service recovery hassignificant correlation with he relationship quality, but the degree to satisfaction, trust, commitment is not equal. There is a positive correlation relationship between the relationshipquality and the intention of customer behave. The dimensions of online service recovery has apositive correlation relationship with the intention of customer behave, and the mostsignificant impact is economic compensation. The relationship quality has a mediating rolebetween service recovery and the intention of customer behave. This conclusion not onlyconfirmed the satisfaction and trust play a significant intermediary role, but also enriched theintermediary role of commitment. All the research results above confirmed the hypothesiswhich the author made. In addition, according to this article research conclusion, the authorputs forward the marketing or management advice to the online retailers. As well as theresearch limitations and the development direction in the future. |
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