An Empirical Study On The Influence Of Service Recovery On Customer Loyalty

In recent years, with the growing popularity of the Internet, through E-commerce platform for online shopping has become a routine way. However, due to the nature of online shopping transactions is different from the traditional qualities of the store in time and space, E-commerce companies do not avoid service failures. But if you want to E-commerce companies gain a foothold in the rapid development of today’s increasingly competitive market, how to do in service recovery and through it won customer loyalty again is vital.This paper researches on E-commerce company’s service recovery and combined with relevant domestic and international research to put forward the research mode and hypothesis of the influence exerted by E-commerce companies service recovery on customer loyalty. The study conducted a survey among the customers who experienced service failure and receive service recovery by two modes, the field offices and a network. And use software SPSS 19.0 to get analysis. Finally, have the conclusions about the influence of service recovery on customer loyalty for E-commerce companies.The main conclusions of validation:the more customer perception of E-commerce company’s service recovery, the higher their satisfaction; the more customer perception of E-commerce company’s service recovery, the higher their trust; customer satisfaction has a significant positive impact on customer trust; customer satisfaction has a significant positive impact on customer loyalty; customer trust has a important positive impact on customer loyalty;the more customer perception of E-commerce company’s service recovery, the higher their customer loyalty. The article research tell us how E-commerce service recovery and thus obtain customer loyalty. The article in E-commerce companies put forward suggestions with reference value, and points out that the study limitations and future research direction.