Research On Effect Of Service Recovery On Repurchase Intention Based On Moderating Role Of Customers’ Emotion

The importance of service recovery, making it increasingly becomes a research hotspot recently. In the environment using internet as medium, the consumer and merchant hold their complains and dissatisfaction to each other because of the untouchable particularity of the service across the internet, in which process the consumer and merchant can hardly see and talk with each other face to face. Thus, the service failure and the complains from the consumers increase drastically, which dish out a problem for the retailers that they have to take active measures to recover the negative impacts to the consumers and themselves drawn by the serious service failure. Nowadays the investigation on service recovery in our country is developing rapidly, and more and more researchers focus on consumers’emotion and repurchase intention after the remedy by the retailers in B2C environment. However, the relationship between service recovery and consumers’emotion and repurchase intention under the relationship quality adjustment have not drawn much attention. Therefore, the discussion and investigation on the relationship between the service recovery and the consumers’emotion and repurchase intention, especially based on moderating role of relationship quality, have important theoretical and practical significance.In this study, the author firstly sort out relevant theory and research literatures at home and abroad, and then interviewed the experts in the field of e-commerce and consumers with online shopping experience. Based on the theory of emotion, relationship marketing theory and consumer behavior theory, the author constructed impact models about the quality of service on consumers’emotion remedy and repurchase intention under the relationship quality adjustment. Taking the B2C internet shopping environment in our country into consideration, by the screening and integration on the existing maturity scale at home and abroad, the author designed measurement scales the of the variables in this model and proved that the measurement scales have good reliability and validity. In this study, a professional questionnaire designed by the professional questionnaires issuing authority "questionnaire Stars" was distributed by putting the link of the page questionnaire to like forum and sending the link to some other respondents. Fainally,402copies of valid questionnaires were collected, which could be analyzed and used to validate the model assumptions and subsequent background variables. Through the analyst on the results, a good service recovery could excert positive effects on the consumers’pleasure emotion and repurchase intention, and vice versa. The positive and negative emotions of consumers affact their repurchase intention indirectly. The relationship quality could adjust the service recovery quality and the repurchase intention positively. However, the regulating effecton service recovery quality and consumers’positive or negative emotions and the regulating effect on the consumers’emotions and repurchase intention were not notable. Above all, the author put forward several corresponding management recommendations.The highlight of this study is that basing on the B2C internet shopping environment, and taking consumers’emotions and relationship quality as manipulated variables, the author investigated influence process model of the repurchase intention of consumers after the service recovery in details, which is significant for understanding how the quality of service recovery affect consumer repurchase intention. As an extension of the research on traditional service recovery quality, this study is an useful supplement for consumer emotion and relationship quality research in the field of service recovery.The conclusions of this study are referential for B2C business enterprises to realize the consumers’emotion changes and repurchase intention and cognitive behavior after a service failure, and provide a theoretical reference on the formulation and implementation of service recovery quality strategy for the B2C business enterprises.