The Research On The Impact Of Network Situation To Service Recovery Effect Of B2C Firm

The rapid development of Internet has brought the rapid upsurge of the online shopping. The e-commerce of B2C, as a kind of pattern from the business to customer of the online shopping, has become an important bond between consumers and enterprises. Under this circumstance, lacking the experience of tangible products in online shopping mode, the information asymmetry and reliability would cause many problems in e-commerce, such as the increase of consumer decision-making risk which might affect the correctness of the decision. Therefore, the service failures which would cause the online measured rising, loss of customers are hard to avoid. So, when the service failure happens, how to carry out service recovery and obtain the customer satisfaction are significant to the e-commerce of B2C enterprise.Situational theory is the theory claims that consumers in different situations will present different behaviors. This research studies on how the network situation (tangible compensation, online interaction, perceived fairness) affects the result of services recovery (customer satisfaction and customer behavioral intentions) by employing the perspective of the consumption situation and the characteristics of the network shopping. Namely, this research conducts a random sample investigation on the people who had the experience of B2C online shopping. To be more specific, this research firstly analyzes the data collected by using SPSS19.0and AMOS19.0software, secondly conducts a confirmatory factor analysis and model test of goodness of fit on the proposed research hypothesis and model.After done all the researches and analyses, this thesis draws the following conclusions: Firstly, the situational factors are also existed in the network shopping mode. Secondly, the online interaction can be divided into three dimensions which are responsiveness, two-way communication, and immediate feedback. They all can impact on the different dimensions which perceived justice in different degrees. Thirdly, perceived fairness of the four dimensions would affect customer’s satisfaction. The fair result is the most significant, the influence of the degree of fairness, information fairness, interactive fair are the next. Fourthly, tangible compensation presented positive effect on the fair results and customer satisfaction. The customer satisfaction would positively influence on customer behavioral intention. Fifthly, this research verifies on the perception, fair intermediary effect between network situation and customer satisfaction. Namely, the fair result plays a mediating role in tangible compensation and customer satisfaction, the fair interaction and fair information plays a mediating role in two-way communication and customer satisfaction. Finally, in this thesis put forward the corresponding suggestion to the B2C online shopping service recovery strategy. B2C enterprises should first set up the correct concept of service recovery, second perfect web information display and strengthening of online interaction with customers as far as possible, and then establish an effective system of compensation for services and service recovery warning mechanism, by doing those, a good job of enterprise service recovery could be done perfectly.