A Study Of How Service Remedy Of Negative Side Of Internet Word-of-mouth (Iwom)Influences Customer’s Second Satisfaction Under The Circumstances Of E-shopping

With the growing popularity of mobile phones, computers and other handheld terminals,more people began to participate in this new online shopping platform,but due to the huge population,the breadth of the commodity trading itself and other factors,in particular that the buyer can’t be substantial exposure to the product,the service providers will inevitably generate service failure.When generating a service failure, the customer will have satisfied,then through the website shopping Evaluation Office,Baidu Post Barand a virtual platform for microblogging complain about their experience,and if the service providers is not able to effectively handle the business feedback,this will not only result in the loss of existing customers,but will also lead to the loss of the customer who contact it,so the services business need to do remedial work,bring secondary customer satisfaction and repeat purchase as much as possible.Existing studies on customer secondary satisfaction and customer service recovery is only relevant for the entities store,less research is for the ononline shopping environment customer secondary satisfactory and customer service recovery,this article has ranged this,we want to research the effect of service recovery for customers secondary satisfaction under online shopping environment.This paper through literature review methods,refined the specificdi mensions of the concept of service recovery, finally,this paper presents the most basic concept of three dimensions,that the service recovery of timeliness, initiative,compensatory,then use current study more commonly used in the the concept of perceived fairness which as an intermediary variable,research the relationship between it and customer secondary satisfaction.This article through the questionnaire validity test, correlation and regression analysis,concludeed that the timeliness, initiative and compensatory of service recovery is positively related to perceived fairness and customer secondary satisfaction.When adding the intermediary variable-perceived fairness,it makes the initiative of service recovery becomes insignificant,we believe that it’s a reasonable result,because the businesses rarely take the initiative toremedy beforehand,and what the consumer morevalue is the timeliness and compensatory of service recovery.In this paper, we also presented the guidance of corresponding results and made the prospect of the future research directions.