The Effect Of The Quality Of Service Repayment On Customer Repurchase Willingness - The Regulatory Effect Of Service Remedies

With the rapid development of E-commerce, online shopping has become a trend. At the same time, service failure phenomenon is also increasing with the day. Thus, eliminating negative effects of service failure through service recovery and increasing repurchase intention have become urgent issues for online marketers to resolve. However, compared with the more mature theory system in traditional retail business, research on the application of service recovery theory in E-commerce is still relatively scarce.From the service recovery quality perspective, this paper studied service recovery issues in the E-commerce field. By dividing service recovery quality into 4 dimensions:interactive quality, procedural quality, informational quality and outcome quality, the impact of each dimension on customer repurchase intention was studied and the moderating effects of service recovery expectations were discussed. Further, this paper selected customers who had Taobao/Tianmao consumer experience and service recovery experience as research objects. Empirical results of this study have shown that in the electronic business environment, each of the four dimensions of service recovery quality had a positive impact on customer repurchase intention, service recovery expectations negatively moderated the procedural quality, information quality and customer repurchase intention relationship:i.e., as the service recovery expectations increase, the positive impact of procedural quality, informational quality on customer repurchase intention would be weakened.; while service recovery expectations had no apparent moderating effect on the interactive quality, outcome quality and customer repurchase intention relationship.This paper provided E-commerce operators with some marketing management implications based on empirical results.1. Respond actively to service failure, ready to improve service quality and strive to win the highest customer satisfaction in order to increase customer repurchase intention.2. Sort customers by classifying their credit rates, take different recovery measures for different customer groups, strive to achieve low cost and good remedial effect.3. In the Internet sales process, it is necessary to strengthen communications and exchanges with customers to better understand their expectations and requirements and strive to improve the relationship quality with customers.4. Introduce products and services without exaggerating promises to lower the customer service recovery expectations so as to improve remedial effect and enhance customer repurchase intention.