| With the development of information infrastructure, China’s netizens grow rapidly in recent years. More and more people like shopping online. But failure situations are very common, it’s difficult to guarantee customer satisfaction and customer loyalty. Therefore, it’s necessary to take recovery measures when failure happens. Accordingly, it’s significant to research service recovery’s impact on customer satisfaction and customer loyalty both in theory and practice.This article based on the results of previous studies. First of all, a research model about service recovery’s impact on customer satisfaction and customer loyalty was proposed. Then the degree of service recovery’s impact on customer satisfaction and customer loyalty through empirical analysis was studied. As well as the mediating effect of customer satisfaction between service recovery and customer loyalty. At last, based on the empirical study results, the supposition was verified and the research model was fixed. The main conclusions are as follows:(1) Compensation in kind is the most influenced measure to customer satisfaction in online shopping service recovery, followed by remedies initiative and psychological compensation, response speed have little influence.(2) Remedies initiative is the most influenced measure to customer loyalty in online shopping service recovery, followed by psychological compensation in kind and compensation, response speed have little influence.(3) In online shopping service recovery, the effect of service recovery to customer loyalty is realized through customer satisfaction. If online retailers want customer to patronize again, they need to make customer satisfied to service recovery.Then three aspects of management recommendations were put forward based on empirical analysis, they are the principle of service recovery, the process of service recovery, and specific management measures. At last, summed up the limitations of this article, and discussed the future research directions. |
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